博物馆品牌影响力评估研究：回顾、方法与反思

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Abstract： A museum's brand influence reflects its capacity for sustainable development and cultural competitiveness.Assessing this influence is essential not only for measuring public engagement， but also for identifying areas for improvement，while ofering cognitive expansion in terms of institutional selfpositioning and relationships between objects and audiences.By reviewing theoretical advancements both domestically and internationally，and summarizing current assessment methods，this paper suggests that museum brand assessment in China could be enhanced through four key dimensions， namely agency， organicity，recurrence，and effectiveness.These insights aim to broaden research perspectives and improve methodologies for assessing museum influence in China.

Keywords：Museum brand Influence assessmentAssessment methods

一、引言

近年来，以国家文物局《关于推动文化文物单位文化创意产品开发的若干意见》《博物馆馆藏资源著作权、商标权和品牌授权操作指引》等文件为关键信号[1-2]，加强品牌培育与保护成为博物馆优化自身的新议题。（剩余17336字）