Xin Yang

Museum tourism crafts have become one of the best-selling cultural products in recent years. By analyzing the successful development cases of tourism crafts at the Palace Museum and comparing them with the current situation at the Shandong Museum, this study identifies several key problems at the Shandong Museum, including serious product homogeneity, high pricing, inadequate quality control, lack of practicality and fashion appeal, and outdated marketing strategies. Drawing on the strengths of the Palace Museum's practices, this paper proposes recommendations for the Shandong Museum: developing serialized products, combining utility with aesthetics, appealing to younger audiences, formulating comprehensive development strategies, innovating marketing channels, and building a reputable brand image.

Tourism product development; Palace Museum; Shandong Museum

[1] Liu,X.(2010).Development of tourism handicrafts based on cultural protection and inheritance.Jiangxi Agricultural Journal,22(05),207–208. [2] Jin,Q.,&Zhang,X.(2016).Research on the development of museum cultural and creative products.Journal of Xi’an University of Architecture&Technology(Social Science Edition),35(06),42–46. [3] Gu,L.,Su,Y.,&Ni,Q.(2017).Development of cultural and creative products in European and American museums and its implications for China.Mass Art,(21),77–78. [4] Hong,Z.,&Wang,Y.(2018).The development of archival cultural creative services in the United States and its enlightenment.Archival Science Research,(03),121–126. [5] Ye,S.(2016).Analysis of the development of cultural and creative products in foreign museums and its implications.Journal of Jiamusi Vocational College,(03),110–111. [6] Hu,Y.,&Xu,Z.(2014).When museum artifacts meet modern product design:A preliminary study on the design and development of cultural derivatives at the Hubei Provincial Museum.Design,(02),49–51. [7] Zeng,X.(2018).Analysis of the development of museum cultural and creative products:A case study of the Palace Museum.Enterprise Science and Technology&Development,(05),85–87. [8] Chen,T.(2017).Reflections on the development of tourism cultural and creative products at the Shaanxi History Museum inspired by the“Palace Museum Model.”Tourism Overview(Second Half),(10),28. [9] Li,M.(2021).Elegance:A study of innovation in the Palace Museum’s cultural products under the new media environment.Past and Present Cultural Creativity,(16),65–66,80. [10] Zhang,T.,&Huang,P.(2020).Research on online marketing strategies for the Palace Museum’s cultural products.China Market,(35),118–120. [11] Zheng,J.(2017).A study on the current status and prospects of cultural and creative products in museums in Shandong Province(Master’s thesis).Shandong University. [12] Lu,Y.,&Yang,Q.(2017).Five years of progress:Cultural Qilu and Creative Shandong—The culture and character of the Shandong Museum.Qilu Weekly,(43),54–56. [13] Suan ni Censer and the lingering scent of agarwood—The exhibition“Ethereal Appointment:The Culture of Agarwood in China”at the Shandong Museum.(2014).The Collector,(4),3–12. [14] Yu,X.(2019).Shandong Museum launches“LuBo Souvenir,”a smart platform for cultural and creative manufacturing.China News Service. [15] Zhang,H.,&He,M.(2016).The development of museum cultural derivatives and issues of intellectual property protection.Legal System and Economy,(04),28–29,33.

点击下载PDF