商业授权下的博物馆文创设计竞赛赛制优化研究

The museum cultural and creative industry is booming in recent years, and so is the design competition. However, some problems still exist, such as low variety of museum cultural and creative products, the serious "homogenization" of products, unexpected low trading volume, low rate of achievement transformation. It is not the failure of design competitions, but the competition system who should to be blamed for it does not match the logic of "commercial licensing". The author first summarizes the outstanding problems in the design competition based on his own experience, then puts forward the optimization suggestions for the design competition based on the concept of "commercial licensing". Finally, the paper constructs the ideal competition system model of the museum cultural and creative product design, discusses the positive effect of "block chain" technology on "commercial licensing" and its influence on design competition.