Research On The "Guochao" Design Mode And Communication Value Of The Museum’s Cultural And Creative Blind Box

In the context of the new consumption era,the Z generation has gradually become the main force of consumption in society,and people’s consumption is developing towards spiritual and cultural consumption and enjoyment consumption.At the economic level,the domestic market has ushered in the "blind box fever",and the "blind box+" as a business model has extended to various industries.At the cultural level,the concept of "Guochao" has become increasingly popular,and China has entered the era of "Guochao 3.0",with the cultural and creative industries represented by museums becoming a key form.At the political level,national and local policies are frequently issued to encourage the innovative development of museums’ cultural and creative businesses.Based on these,The author inspects that museums in China are adapting to the consumption needs of Generation Z and are taking advantage of the trend of "Guochao" and blind boxes to launch cultural and creative blind box products.Focusing on this phenomenon,the author selects the museums’ creative blind box as the object of study,and conducts a research and analysis on its design mode and communication value in terms of theory and effect.The article mainly uses case study,online text analysis,questionnaire survey and empirical research methods.Firstly,through the insight of the current situation and potential problems of the development of museums’ cultural creations and blind boxes in China,the article identifies the practical significance of the coupling of the two to launch "cultural and creative blind boxes".Secondly,through the case study of the "Archaeological Blind Box of Henan Museum" and the descriptive statistical analysis of 59 other blind boxes,the current model of "Guochao design" of museum blind boxes in the three dimensions of IP,creativity and marketing is summarised.On the theoretical level,the communication value of the museums’ blind boxes for consumers,traditional culture and brand marketing is analysed in depth on the basis of former scholars’ theories such as customer experience,ritual communication,brand activation and fan economy.The study examines the impact of the five dimensions of experience on word-of-mouth communication.The focus is on the power of "cultural experience" as a means of measuring the effectiveness of the museums’ blind boxes in communicating traditional culture to consumers and building cultural confidence.This article is based on the S-O-R stimulus response model and the introduction of the mediating variable "customer delight" to link the complete chain of the blind box experience to word-of-mouth communication.After testing the structural equation model and the mediating effect,it is found that "customer delight" plays a full mediating role in the path of aesthetic experience influencing word-of-mouth communication,a partial mediating role in the path of emotional,cultural and symbolic consumption experience influencing word-of-mouth communication,and no role in the path of social experience influencing word-of-mouth communication.The social experience directly influences word-of-mouth communication.At the same time,"cultural experience" has the strongest effect on word-of-mouth communication.And based on social psychology theory,it is clear that consumers’ word-of-mouth communication behaviour indicates,to some extent,their confidence in the museum’s blind box and the traditional culture behind it.This suggests that the museum’s blind box has been effective in spreading traditional culture to consumers and fostering cultural confidence,validating its communication value in the consumer dimension.Based on the findings of this study,the author proposes the strategy of "constructing a five-dimensional consumer experience based on traditional cultural IP" and "stimulating consumers’ word-of-mouth communication based on a multi-dimensional consumer experience" for the development of museum culture and creativity.