Research on the Innovative Development Model of the Chinese Museum Cultural Creative Industry in the New Media Era

Purpose – The purpose of this study is to clarify the development status of museum cultural creative industry in the new media era, and make contributions to the development of museum cultural creative industry in the new media era. Use new media technology to enhance the innovation and development space of museum culture. Design/Methodology/Approach – This study uses the method of literature research and case study, combined with the Palace Museum, Suzhou Museum and other large museums for in-depth analysis. By combing national policies and industry norms, the development and sale of cultural and creative products, and the application of digital technology, the paper summarizes the problems in the development and sale of museum cultural and creative products. Findings – It is necessary to grasp the opportunities for the development of cultural and creative industries, innovate the development concept of museums, and implement industrial development policies. From the application of digital technology, market-oriented operation and other aspects to accelerate the pace of museum cultural and creative industry development. At the same time, establish brand awareness, multi-channel marketing, and promote the comprehensive development of museum cultural and creative industry. Research Implications – This study enriches the theoretical scope of new media development. In addition, through the analysis of the development status of the cultural and creative industry of museums, it more clearly indicates the practical difficulties faced by the development of the cultural and creative industry of museums, and points out the direction for the development of the cultural and creative industry of museums in the future.