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衍生品开发需要“顾客思维”

2017-08-25 07:27:30   中国青年网

□余如波

上海博物馆最近有点忙,不仅是因为《大英博物馆百物展:浓缩的世界史》点燃了市民的观展热情,更因为配合此次展览销售的160多种衍生品“大卖”。尽管由于限流,每天参观“大英特展”的观众仅有3000人左右,然而展览开幕才18天,衍生品销售额就突破300万元,一些爆款甚至卖断了货。于是有网友“吐槽”:“圈心不算还要圈钱,偏偏还不争气地心甘情愿!”由于展期长达3个多月,中间还有暑假和国庆助力,最终的销售成绩想必相当可观。

长期以来,衍生品开发、生产和销售,似乎一直是国内博物馆、美术馆的短板,仅有故宫博物院等少数佼佼者。而就笔者看到的数据而言,在不少发达国家的美术馆,衍生品销售支撑了大约三成的收入来源。这既为美术馆提供了政府拨款、基金会赞助之外的“血源”,也有利于其坚持独立品格,举办更具艺术、学术价值的展览。

而这次,上海博物馆的衍生品怎么就火了?几个细节引起了笔者的注意。首先,上博方面提前半年就开始筹备衍生品设计、进货等事宜,最终才能呈现出玩偶、文化衫、文具、靠枕、丝巾、包袋以及咖啡、饼干等各种品类的衍生品。

其次,是“顾客思维”。由于展期的特殊性,亲子家庭观众数量庞大,如何让小朋友感受世界史?“通过食物,可以感悟古埃及伊西斯女神的形象。让他们在愉悦的享受中,明白看展览不是枯燥的。”上博相关负责人认为,衍生品的关键是“适销对路”。

衍生品是产品,必须考虑市场规律的作用。开发衍生品的目的,归根结底是为了销售,从顾客的需求出发进行考量,自然是题中应有之意。少一些一厢情愿,多一些理性分析,衍生品或许还有很大的潜力。

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