|Project Title:||The development of museum cultural creative product based on the value chain theory-taking the Shaanxi History Museum as a case|
|Author:||Mr. Liu Guoying|
|Advisor:||Doctor Titanan Sun|
|Degree:||Master of Business Administration|
Liu, Guoying. (2017). The development of museum cultural creative product based on the value chain theory-taking the Shaanxi History Museum as a case. (Independent study, Master of Business Administration). Bangkok: Siam University.
With the advent of the era of knowledge economy, the collection, research and educational institutions of the museum, as a witness of human history, have become an important indicator of the soft power of a country or city. The emergence of Museum Cultural creative products has made people have a new perception of museums. Museum cultural products are produced by the combination of cultural and creative industries of the museum and cultural creative industries. Relying on the precious collection resources of the museum, a unique product is developed to meet the diverse cultural needs of the audience. Cultural creative products are the extension of the museum’s exhibition function and educational function. It can connect the cultural collection with the life, aesthetic and demand of the contemporary people, so that the audience “can bring home the civilization of the national treasure”.
This paper, taking the Shaanxi History Museum as the object, make the value chain analysis and innovation as the path, clearly defines the value chain of the development of cultural and creative products of the museum, which consists of five links, namely, culture mining, creative design, creation, marketing and cultural consumption, and analyzes the problems in the value chain. Then, based on the use of “Internet plus” thinking and innovation mode of the public record Museum of cultural creative product development model of value network. In order to fully mobilize various resources into the development of the museum, we can effectively transform the single line development of the museum text creation under the traditional value chain into four major platforms and two main lines. On the basis of the actual research and analysis of the product development of the Shaanxi History Museum, the value network model provides a new and practical new way for the development of the Shaanxi history museum. It is suggested that the open source thinking should be set up in the development of creative products, the authenticity of the museum should be paid attention to in the cultural excavation, the innovation of the creative design should be improved by the creative collection platform, and the multi-dimensional authorization in the creation of literary creation should be carried out to improve the specialization of the creation of the literary creation and the establishment of a museum in the creation of literary creation. The store alliance improves the diversification of sales of cultural products. The innovation point: the value chain theory is used to analyze the structure of the value chain of the product development of the museum, analyze the problems in the various links under the traditional value chain, and establish the “value network model” by using the theory of “value network”.
Keywords: Museum, creative product, Museum Cultural creative products, value chain, value network, Shaanxi history museum.
The development of museum cultural creative product based on the value chain theory-taking the Shaanxi History Museum as a case
International Master in Business Administration (IMBA), Siam University, Bangkok, Thailand