泰山学院学报

博物馆作为文化传承的载体，是新消费增长的关键引擎之一，文化创意产品品牌化是博物馆实现社会、文化、经济价值的重要手段。在整合营销方面，对比了国内外博物馆文创品牌案例，通过整合营销理论协同SWOT分析法，系统分析了博物馆文创品牌化的市场环境和多样的消费者需求，并结合动态能力理论提出了强化感知能力、提升整合与重构能力、培育学习能力等策略，旨在为我国博物馆文创产品树立品牌化战略方案。

As a carrier of cultural inheritance, museum is one of the key engines of new consumption growth, and branding of cultural and creative products is an important means for museums to realize social, cultural and economic values. In terms of integrated marketing, we compare the cases of museum cultural and creative brands at home and abroad, systematically analyze the market environment and diverse consumer demands of museum cultural and creative branding through integrated marketing theory synergized with SWOT analysis, and put forward the strategies of strengthening perception ability, enhancing integration and reconstruction ability, and cultivating learning ability in combination with the dynamic capability theory, with the aim of setting up a branding strategy plan for museum cultural and creative products in China. The purpose is to establish a strategic program for branding the cultural and creative products of museums in China.