《全国高校文创发展研究报告（2025）》发布

Core Insights - The "2025 Higher Education Cultural and Creative Cooperation Forum" was successfully held at Peking University, focusing on the innovation and development of cultural and creative products in higher education [1] - The forum released the "National Higher Education Cultural and Creative Development Research Report (2025)", which discusses the future pathways for cultural and creative initiatives in universities [1] Group 1: Development Characteristics - Higher education cultural and creative initiatives have evolved from campus activities to strategic carriers for moral education and cultural transmission [3] - The report identifies that while "hit" products with social communication potential have emerged, most universities are still in a "scattershot" development phase, lacking systematic branding, product matrices, and sustainable business models [3] Group 2: Design and Operational Models - The report summarizes significant characteristics of higher education cultural and creative products in terms of design style, operational models, and market response, highlighting a blend of practicality and commemorative design across various categories such as stationery, clothing, and digital collectibles [3] - The main operational models include self-operation, university-enterprise cooperation, and IP licensing, each offering complementary resources, shared risks, or convenient management advantages [3] Group 3: Target Audience and Marketing - The primary target audience consists of current students, alumni, and extends to the general public, with opportunities for viral marketing during key events like graduation and anniversaries [3] Group 4: Recommendations and Future Directions - The report recommends that higher education cultural and creative initiatives adhere to the development philosophy of "culture as the root, innovation as the soul, practicality as the foundation, and market as the wings" to transition from "scattershot" development to a "systematic, branded, and sustainable" model [3] - The release of the report provides a theoretical basis and evaluation standards for the high-quality development of cultural and creative initiatives in Chinese universities, offering new ideas, tools, and momentum for future exploration [3] - Peking University Cultural Industry Research Institute will continue to build platforms for cultural and creative exchanges in higher education, promoting deep integration of industry, academia, and research [3]