Museum and Cultural Products Co-creation Brand Value Taking the Innovative Cultural Products of Ningbo Port Museum as an Example

摘要

In the 21st century, the emotional era is coming; the new art exhibition trend will be accompanied by the viewer/consumer experience, and the viewer/consumer's expectation for the future, compatible with the three connotations of culture, design and marketing. Cultural products that conform to the brand image of the museum can make the public more willing to return and pay attention to the pulse of the museum. Under the function of the education, research, performance and entertainment of traditional museums, is the museum brand image limited to the collection of museums? With the advent of the digital era, is there any opportunity or aspect for the extension of brand imagery? Brand value can be given to the museum with more attractive brand charm under the sharing and creation of museums and their derivative cultural products. In addition, museums with a lot of space for growth in the creative industry, could be create more industries or service niches through the enhancement of brand value. This study starts from interdisciplinary co-creation cases between Taiwan and China students. By participating in, observing and analyzing cases with Interpretive case study [17], interpretation of Commercial Design of CYCU and Industrial Design of NIT design teams, through the cooperation with the Ningbo Port Museum and the introduction of the design thinking workshop, how to interpret the product connotation from different levels, to re-recognize the brand value, sort out the consensus of the cognitive level, and derive the insight of the new product.