Research on the New Model of Museum Cultural Consumption Driven by E-Commerce—Taking Cultural and Creative Products of Nanjing Museum as an Example

南京博物院通过构建数字化传播矩阵、开发IP衍生品、打造沉浸式体验等策略，成功构建了“用户需求导向 + 文化IP赋能 + 数据化运营”的新模式，为博物馆文创产业提供了可复制的经验。未来，博物馆需进一步深化技术应用、拓展国际化传播，推动文创产业高质量发展。By constructing digital communication matrix, developing IP derivatives, creating immersive experience and other strategies, Nanjing Museum has successfully built a new model of “user demand-oriented cultural IP enabling digital operation”, providing replicable experience for the museum cultural and creative industry. In the future, museums need to further deepen the application of technology, expand international communication, and promote the high-quality development of cultural and creative industries.