The Road to E-Commerce for Cultural and Creative Products of Gansu Provincial Museum

近年来，甘肃省博物馆文创产品凭借独特的文化魅力与创新设计，利用电商平台进行产品营销，既打响了甘肃省博物馆的品牌知名度，也在市场销量上取得了不错成绩。甘肃省博物馆逐渐成为国内博物馆文创产业的典范。如今，随着数字化与生活的深度融合，越来越多的文化机构和单位都选择电商平台为自身文创产品打开更加广阔的销售渠道，创造出更大的文化与商业价值。本文以甘肃省博物馆为例，分析其文创产品在电商发展中的现状、面临的挑战及针对问题提出可行建议，为其他博物馆文创产品进入电商领域提供可借鉴经验。In recent years, the cultural and creative products of Gansu Provincial Museum, by virtue of its unique cultural charm and innovative design, have utilized the e-commerce platform for product marketing, which has not only made the brand awareness of Gansu Provincial Museum, but also achieved good results in market sales. Gansu Provincial Museum has gradually become a model of domestic museum cultural and creative industry. Nowadays, with the deep integration of digitalization and life, more and more cultural institutions and units are choosing e-commerce platforms to open broader sales channels for their own cultural and creative products, creating greater cultural and commercial value. This paper takes Gansu Provincial Museum as an example to analyze the current situation of its cultural and creative products in the development of e-commerce, the challenges it faces and puts forward feasible suggestions to address the problems, so as to provide reference experience for other museums to enter the field of e-commerce with their cultural and creative products.