基于文化消费的博物馆文创产品IP化设计开发策略研究——以杭州德寿宫遗址博物馆为例
Research on IP Design and Development Strategy of Museum Cultural and Creative Products Based on Cultural Consumption—Taking Hangzhou Deshou Palace Site Museum as an Example

目的：本文旨在探讨文化消费语境下，博物馆文创产品如何通过IP化设计开发策略实现文化与经济价值的双重提升。方法：通过案例分析法，以杭州德寿宫遗址博物馆为例，分析了博物馆文创产品在满足公众文化消费需求的同时，如何通过创新设计和文化价值的强化，促进文化传承和经济效益的共赢。结果：通过开发具有高辨识度的产品，以文物特性为轴延伸产品个性，呼应不同消费群体的多元化需求；通过增强情感联结、刺激多次消费和加强消费参与的方式促进文化价值的传播，以实现博物馆文创产品IP化开发。结论：博物馆文创产品的设计应坚持文化价值优先的原则，深入挖掘文化主题，创新设计思路。同时，博物馆应积极响应国家政策，把握市场动态，成为时代精神的引领者，为构建和谐社会贡献力量。
Objective: The purpose of this paper is to explore how museum cultural and creative products can achieve the dual promotion of cultural and economic value through IP design and development strategy in the context of cultural consumption. Methods: Through the case analysis method, taking Hangzhou Deshou Palace Site Museum as an example, this paper analyzes how the museum’s cultural and creative products can promote the win-win situation of cultural inheritance and economic benefits through innovative design and strengthening of cultural values while meeting the public’s cultural consumption needs. Result: Through the development of products with high recognizability, we can extend the product personality based on the characteristics of cultural relics to meet the diversified needs of different consumer groups. We can promote the dissemination of cultural values by strengthening emotional connections, stimulating multiple consumptions, and enhancing consumer participation, so as to achieve the IP development of museum cultural and creative products. Conclusion: The design of museum cultural and creative products should adhere to the principle of giving priority to cultural values, dig deeper into cultural themes, and innovate design ideas. At the same time, the museum should actively respond to national policies, grasp market dynamics, become the leader of the spirit of the times, and contribute to the construction of a harmonious society.