文创产品网络营销中的知识产权问题研究——以故宫博物院为例

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。

Some Problems of Intellectual Property in Network Marketing of Cultural and Creative Products——Take the Palace Museum as an example

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.