發(fā)布日期：2020-04-04
2020年被很多行業(yè)大咖預(yù)言將是各行各業(yè)IP價值發(fā)展的重要一年。2007年針對博物館文博產(chǎn)品，世界知識產(chǎn)權(quán)組織(WIPO)發(fā)布了《博物館知識產(chǎn)權(quán)管理指南》。規(guī)定了博物館知識產(chǎn)權(quán)管理的范疇包括：版權(quán)和鄰接權(quán)。商標、服務(wù)商標、商號和專利。在博物館資源的利用方面應(yīng)該有更成熟和完善的體系充分挖掘和利用IP資源。以將博物館的各方資源擴展到最大化的狀態(tài)。
The year 2020 is predicted by many industry leaders to be an important year for the development of IP value in all industries. In 2007, the world intellectual property organization (WIPO) issued the "guide to the management of museum intellectual property" for museum cultural and museological products. The scope of museum intellectual property management includes: copyright and adjacent rights. Trademarks, service marks, trade names and patents. There should be a more mature and perfect system in the utilization of museum resources. To maximize the resources of the museum.
近年來我國發(fā)展如火如荼的文化創(chuàng)意產(chǎn)業(yè)便是一例，“博物館IP(知識產(chǎn)權(quán))”也耳熟能詳，隨著IP時代的到來，人們欣賞文話藝術(shù)品的同時也要更好的挖掘好同時具有的潛在價值。國家文物局近日發(fā)布《博物館館藏資源著作權(quán)、商標權(quán)和品牌授權(quán)操作指引(試行)》(以下簡稱《操作指引》)，從行業(yè)角度給予這些在實踐中摸索的博物館示范性指引，為激發(fā)博物館運行活力又注入了一劑強心針。
博物館是公益性文化機構(gòu),不追求營利,但隨著文化興國戰(zhàn)略的提出,文化產(chǎn)業(yè)發(fā)展的大趨勢,博物館承擔著文化傳播的重任,同時博物館通過文創(chuàng)產(chǎn)品的銷售既能延續(xù)博物館的宣教職能,其經(jīng)濟效益又可以為收藏、展示、教育等功能所用,更是博物館可持續(xù)發(fā)展的保障。隨著博物館在社會生活中的作用和影響力不斷增長,博物館藏品、古建筑、展覽、商標等無形財產(chǎn)的社會效益和經(jīng)濟效益日漸凸顯,侵權(quán)案件也時有發(fā)生,為此博物館應(yīng)當重視知識產(chǎn)權(quán)的管理與保護。
In recent years, China's cultural and creative industry has been developing like a boom, and "museum IP(intellectual property rights)" is also familiar. With the advent of IP era, people should better explore the potential value of cultural works while appreciating them. The national cultural heritage administration recently issued the operational guidelines on copyright, trademark right and brand authorization of museum collection resources (trial) (hereinafter referred to as the operational guidelines), giving these demonstration guidelines explored in practice from the perspective of the industry, and injecting a shot in the arm to stimulate the vitality of the operation of museums.
Museum is a nonprofit cultural institutions, not the pursuit of profit, however, as the culture and strategy is put forward, and the trend of cultural industry development, bear the important task of cultural transmission, museum and the museum by wen gen product sales to continue the education function of museum, its economic benefits and can be used for the collection, exhibition, education, and other functions, but also the guarantee of sustainable development of the museum. With the growing role and influence of museums in social life, the social and economic benefits of intangible properties such as museum collections, ancient buildings, exhibitions and trademarks are increasingly prominent, and infringement cases also occur from time to time. Therefore, museums should attach importance to the management and protection of intellectual property rights.
博物館在展覽的同時充分挖掘和利用IP資源還應(yīng)注意以下幾個方面：
第一，博物館需要全面認識權(quán)利載體的內(nèi)涵。館藏資源是博物館授權(quán)活動的權(quán)利載體，既包括有形物，也包括無形物，具體包括藏品實物原件、對藏品實物原件的演繹創(chuàng)作品、藏品的數(shù)字化信息。
第二，館藏資源著作權(quán)授權(quán)時，確保享有該著作權(quán)或有權(quán)行使授權(quán)。根據(jù)現(xiàn)行《著作權(quán)法》，著作權(quán)包括人身權(quán)和財產(chǎn)權(quán)，其中人身權(quán)包括發(fā)表權(quán)、署名權(quán)、修改權(quán)和保護作品完整權(quán)，財產(chǎn)權(quán)包括復(fù)制權(quán)、發(fā)行權(quán)、出租權(quán)、展覽權(quán)、表演權(quán)、放映權(quán)、廣播權(quán)、信息網(wǎng)絡(luò)傳播權(quán)、攝制權(quán)、改編權(quán)、翻譯權(quán)、匯編權(quán)，以及應(yīng)當由著作權(quán)人享有的其他權(quán)利。
第三，隨著數(shù)字化技術(shù)的發(fā)展，數(shù)字化博物館資源整合是必然趨勢。網(wǎng)上的數(shù)字化博物館越來越多。將博物館的藏品以及相關(guān)介紹等通過網(wǎng)絡(luò)進行傳播，是博物館未來發(fā)展的必然趨勢。這將有利于博物館藏品價值的充分挖掘和開發(fā)，也有利于對文物的保護。
Museums should pay attention to the following aspects when fully exploiting and utilizing IP resources during the exhibition:
First, we should fully understand the connotation of the right carrier. Collection resources are the right carrier of authorized activities of the museum, including both tangible and intangible objects, including the original material of the collection, the interpretation of the original material of the collection, and the digital information of the collection.
Second, when authorizing the copyright of collection resources, we should ensure that we enjoy the copyright or have the right to exercise the authorization. According to the current copyright law, the copyright includes personal rights and property rights, personal rights including right of publication, the right of authorship, alteration and integrity rights, property rights including copy rights, distribution rights, right of rental, exhibition, which, presentation, broadcasting, information network transmission right, rights, rights, translation rights, the right to assembly, and the copyright owner shall enjoy the other rights.
Thirdly, with the development of digital technology, the integration of digital museum resources is an inevitable trend. There are more and more digital museums online. It is an inevitable trend for the future development of museums to spread the collections and relevant introductions of museums through the Internet. This will be conducive to the full excavation and development of the museum collection value, but also conducive to the preservation of cultural relics.
第四，博物館方在合作方合作開發(fā)利用和品牌運營過程中，博物館應(yīng)加強監(jiān)督，確保合同完全履行。一方面確保授權(quán)產(chǎn)品質(zhì)量合格不會損害公共利益的情況。加強監(jiān)督對維護博物館品牌價值顯得尤為重要。不
第五，開展博物館資源整合的同時，應(yīng)當注意保護屬于博物館經(jīng)營信息的商業(yè)秘密。博物館不但有技術(shù)信息，還有很多屬于經(jīng)營信息，比如展品資料、布展方式、行政管理中產(chǎn)生的各類信息、融資信息、組織結(jié)構(gòu)設(shè)計等等。這些經(jīng)營信息也都可以作為商業(yè)秘密受到保護。
Fourth, the museum should strengthen supervision to ensure the full implementation of the contract in the process of cooperative development and brand operation. On the one hand, to ensure that the quality of authorized products does not harm the public interest. Strengthening supervision is particularly important to maintain the brand value of museums. Don't
Fifth, while carrying out the integration of museum resources, attention should be paid to the protection of trade secrets that belong to the management information of museums. Museums not only have technical information, but also a lot of operational information, such as exhibit materials, exhibition arrangement, various kinds of information generated in administrative management, financing information, organizational structure design and so on. These business information can also be protected as trade secrets.
博物館挖掘和利用IP資源的同時更應(yīng)該深層次全方位，博物館乃至整個社會需要思考的是：如何有效提取出館藏資源中的藝術(shù)元素和文化價值，重新設(shè)計出更為貼合日常生活又彰顯文化品位的產(chǎn)品?怎樣構(gòu)建一種約束性信用環(huán)境，限制授權(quán)雙方行為。思考改革創(chuàng)新之時，希望能在不遠的將來看到更多指南導(dǎo)則、標準規(guī)范，乃至法律法規(guī)定來提升博物館公共文化服務(wù)能力，促進文物事業(yè)繁榮發(fā)展。只有這樣才能使文物或者文化藝術(shù)品德文化價值以及潛在資源得到充分德挖掘和開發(fā)。
Museums should explore and utilize IP resources in a deeper and comprehensive way. What museums and even the whole society need to think about is: how to effectively extract the artistic elements and cultural values from the collection resources, and redesign products that are more suitable for daily life and highlight cultural taste? How to construct a binding credit environment that limits the behavior of the authorized parties. When thinking about reform and innovation, I hope to see more guidelines, standards and even laws and regulations in the near future to improve the public cultural service capacity of museums and promote the prosperity and development of cultural relics. Only in this way can cultural relics or cultural values and potential resources be fully explored and developed.
