摘要
文创产品将传统与现代、文化与科技、艺术与商业融为一体,在网络营销中展现出一种全新的价值理念与人物风格,知识产权作为这次转变活动中的核心价值,以更好地保护和利用故宫文化资源为目的。通过对故宫文创产品网络营销模式中出现的知识产权问题进行分析,进而对博物馆行业中文创产品网络营销的知识产权问题提出建议。
Cultural and creative products integrate tradition with modernity,culture with technology,art with business,and display a new value concept and character style in network marketing.Intellectual property as the core value of this transformation activity,with the purpose of better protecting and utilizing the cultural resources of the Palace Museum.Based on the analysis of the intellectual property issues in the network marketing model of cultural and creative products in the Palace Museum,and then put forward suggestions on the intellectual property rights of the Chinese creative industry in the museum industry.
作者
杨思珺
高燕梅
YANG Si-jun;GAO Yan-mei(Institute of Intellectual Property Development,Kunming University of Science and Technology,Kunming 650093,China)
出处
《科技和产业》
2019年第10期96-101,共6页
Science Technology and Industry
基金
云南省省院省校教育合作人文社科项目（SYSX201717）
昆明理工大学人文社会科学研究培育目（XKPYYB201733）
关键词
故宫文创产品
网络营销
知识产权
cultural and creative products of the Palace Museum
the network marketing
intellectual property
