基于儿童认知的博物馆研学IP形象设计研究——以浙江自然博物院(安吉馆)研学项目为例
Research on IP Image Design of Museum Research Based on Children’s Cognition—Taking the Research Project of Zhejiang Natural Museum (Anji Museum) as an Example

文旅融合的大背景下，博物馆作为承担教育职能的重要机构，推出的博物馆研学产品广受大众好评。IP作为一种价值标签和传播连接，对博物馆研学活动宣传起着重要作用，但如今博物馆研学IP形象设计还存在很多问题。本文基于儿童认知发展的规律，以浙江自然博物院(安吉馆)研学活动为设计对象，结合儿童群体的特殊性，塑造与浙江自然博物院(安吉馆)特色相结合的IP形象，探讨博物馆研学IP形象对儿童的教育意义，分析拟人、有趣的IP形象对博物馆研学活动的可持续发展的推动作用，为博物馆研学IP形象设计与研究提供一定有益的借鉴。
In the context of the integration of culture and tourism, as an important institution undertaking the educational function, the museum research products launched by the museum are widely praised by the public. As a value tag and communication link, IP plays an important role in the promotion of museum research activities, but there are still many problems in museum research IP image design. Based on the law of children’s cognitive development, this paper takes the research activities of Zhejiang Natural Museum (Anji Museum) as the design object, understands the particularity of children groups, shapes the IP image combined with the characteristics of Zhejiang Natural Museum (Anji Museum), discusses the educational significance of the IP image of museum research for children, and analyzes the role of anthropomorphic and interesting IP image in promoting the sustainable development of museum research activities. It will provide some useful reference for the design and research of museum research IP image.