关键词: 公共图书馆&emsp, 文创IP 开发&emsp, 视觉叙事&emsp, 馆藏资源活化&emsp, 上海图书馆&emsp, 公益性&emsp, 市场化

Abstract:

Public libraries, as vital institutions for the preservation and transmission of cultural heritage,increasingly turn to cultural and creative intellectual property (IP) development as an effective pathwayfor revitalizing their collections and promoting traditional Chinese culture. Taking the collection revitalization practices of Shanghai Library as its research subject, this paper focuses on the visual transformation of two-dimensional printed materials and the strategies for balancing public welfareorientation and market demands. By constructing a visual narrative-based IP development model andanalyzing cases from the library’s cultural product initiatives, the research systematically examines thesynergistic mechanisms of technology empowerment, symbolic translation, and scenario reconstruction inactivating cultural genes. Findings indicate that incorporating visual narrative into cultural products effectively bridges the gap between the intrinsic value of historical documents and public perception. This approach strikes a dynamic balance between the public service missions and commercial viability, whileproviding a replicable framework for transforming printed materials into engaging cultural products.