“互联网+”背景下北京故宫文创的开发设计与推广研究

Development Design and Promotion of Beijing Palace Museum Cultural Creative Products under the Background of “Internet +”

中文关键词: 互联网+，故宫文创，传统文化，创新

英文关键词: internet+  Beijing palace museum cultural creative products  traditional culture  innovation

中文摘要:

      目的 对“互联网+”背景下北京故宫文创的开发设计与推广方式进行研究，期望对我国文创产品的设计和推广有一定的启发作用。方法 围绕开发设计和传播推广两个方面分析北京故宫文创产品在互联网时代深受市场追捧的成功因素。结论 提出北京故宫文创在开发设计过程中运用精确的用户定位、结合传统文化的创新设计、将设计与实用性相结合、追求工匠精神、利用数字技术进行设计创新等设计策略，另一方面是故宫文创基于互联网思维的传播与推广的策略，包括新媒体及多传播渠道的交叉融合推广、线上线下销售模式的创新等，都使故宫文创产品在互联网新时代中更为大众化，在保留文化价值的基础上更具商业价值。

英文摘要:

      The work aims to study the development design and promotion of Beijing Palace Museum cultural creative products in the context of “Internet +”, so as to enlighten the design and promotion of China’s cultural creative products. The successful factors for Beijing Palace Museum cultural creative products being highly sought after in the Internet era were analyzed from the development design and dissemination. The design strategies of Beijing Palace Museum’s cultural creative products in the development and design process have been proposed, such as accurate user positioning, innovative design combining traditional culture, combination of design with practicality, pursuit of craftsmanship spirit, and digital technology for design innovation. On the other hand, the strategy of the dissemination and promotion of Beijing Palace Museum cultural creative products based on Internet thinking is put forward, including the cross-integration promotion of new media and multi-channels, and the innovation of online and offline sales models. All of these have made Beijing Palace Museum cultural creative products more popular in the new era of the Internet and more commercially valuable on the basis of retaining cultural values.