Cultural Consumption in the Digital Sphere: Research on Museum Cultural IP Development and E-Commerce Marketing Strategies for Creative Products

在数字经济迅猛发展、文化消费模式不断演变的背景下，博物馆积极推进数字化转型与文创产品开发，力求在文化传承与经济创造之间实现平衡。本文聚焦博物馆文化IP的构建与文创产品的电商营销策略，首先梳理了文化消费演变与博物馆经济发展的新态势，明确博物馆文创发展的时代语境；随后探讨文化IP塑造的动因、价值与传播路径，涵盖“裂变式”开发、跨界合作等创新模式；进而详细分析电商营销中的内容融合、年轻化叙事、热点营销与精细化运营策略。研究表明，通过创新IP构建与电商渠道拓展，博物馆不仅满足了公众日益增长的文化消费需求，也促进了文博经济的发展，实现了传统文化在现代消费场景中的有效转化与延续。Against the backdrop of rapid digital economic growth and evolving cultural consumption patterns, museums are actively promoting digital transformation and the development of cultural and creative products, striving to balance cultural preservation with economic value creation. This paper focuses on the construction of cultural IP and the e-commerce marketing strategies for museum creative products. It first outlines the new trends in cultural consumption and museum economy, clarifying the contemporary context for the development of museum cultural creativity. It then explores the motivations, value, and communication pathways of cultural IP creation, including innovative models such as “fission-style” development and cross-sector collaboration. Furthermore, it analyzes in detail strategies for content integration, youth-oriented storytelling, trend-driven marketing, and refined operations in the e-commerce context. The study shows that by innovating IP development and expanding e-commerce channels, museums not only meet the growing demand for cultural consumption among the public but also drive the growth of the museum economy, effectively transforming and sustaining traditional culture within modern consumer scenarios.