基于场景化思维的博物馆文创产品设计策略研究

目的 为了解决博物馆文创产品设计的同质化现象严重、文化内涵性不强、美观和实用兼具性不强等问题。方法 以场景化思维相关理论为基础，对国内外博物馆文创进行调研分析，总结博物馆文创设计现有的问题，随后进行场景中的要素分析，包括场景信息、场景事件、用户行为、行为接触点、心理需求点，最后搭建场景化设计模型。结果 从产品本身、文化内涵、人本三个角度总结一套基于场景化思维的博物馆文创产品设计策略，为博物馆文创产品设计在场景化思维方向的探索提供一定程度上的参考和借鉴。结论 基于场景化思维展开设计，有助于更好地了解场景视角下用户和产品之间的行为交互和信息交流，增强产品的吸引力，营造良好的文化传播场景，提高场景中的用户体验感，进而促进博物馆文创行业的发展。

Design Strategies of Museums' Cultural and Creative Products Based on Scenario Thinking

The work aims to work out the realities of homogenization, low cultural connotation and low aesthetic and practicality of the museums'' cultural and creative product design. Based on relevant theories of scenario thinking, the cultural and creative activities of museums at home and abroad were investigated and analyzed. The existing problems in museums'' cultural and creative design were summarized. The elements in the scenario, including scenario information, scenario events, user behaviors, behavior contact points, and psychological demand points were analyzed. Finally, the model of scenario-based design was established. The scenario-based cultural and creative design strategies of museums were concluded from three perspectives:product itself, cultural connotation and human orientation. Design based on scenario thinking helps to better understand the behavior interaction and information exchange between users and products from the perspective of scenario, enhance the attraction of products, create a good cultural communication scenario and improve the sense of user experience in the scenario, thus promote the development of museums'' cultural and creative products.