Investigation On The Application Of Cultural IP In The Cultural And Creative Design Of Museums Under The Background Of "internet +"

With the rapid development of social economy and the continuous improvement of Internet technology,the public is increasingly pursuing the consumption experience at the spiritual and cultural level.As an important carrier of excellent traditional culture,museums contain rich cultural connotations and profound historical background.However,some museums are difficult to adapt to the market development of the new era during the development process.Due to their own conditions,planning concepts and other factors,when developing cultural IP Failure to grasp the essence of museums has resulted in problems such as lack of its own characteristics,insufficient awareness of innovation,single communication channels and product homogeneity.As a personalized brand with high content and emotional attributes,IP has multiple values such as cultural value,aesthetic value,economic value and social value.Therefore,museums should make reasonable use of their high-quality cultural resources,shape their own unique IP and develop related cultural and creative products,and rely on the "Internet +" form to promote and disseminate,to bring the silent collection culture of museums to the public in different ways,to achieve cultural The two-way empowerment of connotation and economic benefits will promote the healthy and sustainable development of the museum in the future.Under the background of "Internet +",this thesis takes the design and application of museum cultural IP in cultural and creative products as the main research object,studies its cultural and creative design strategy for museums around cultural IP,and discusses the development path for museums to develop cultural and creative IP products.The article mainly discusses from four aspects.Firstly,by sorting out the relevant theories such as "Internet +",museum cultural creativity and museum cultural IP,it analyzes the necessity for museums to use the "Internet +" thinking to create cultural IP.theoretical support.Secondly,by investigating the development status of cultural and creative IP products in domestic and foreign museums,summarizing the experience that can be used for reference from excellent cases,and analyzing the common problems existing in the current development of cultural and creative IP products in domestic museums.Then from the three dimensions of the external level,the intermediate level and the internal level,the design process,design principles and design methods of the museum’s development of cultural and creative IP products are summarized from the four levels of the content layer,the realization layer,the extension layer and the support layer.path is analyzed.Finally,taking the Guangzhou Thirteen Hongs Museum as the design practice object,taking the IP visual image design as the core,outputting cultural and creative products around the IP visual image,and applying them to the design of the cultural and creative store mini-programs to demonstrate the "Internet +" The feasibility of applying museum cultural IP in cultural and creative design under the background.