博物馆是社会化的产物,随着时代的变化,它的功能也在不断的提高,人们对博物馆的研究也不断地更新,改变传统的经营理念,适时的将形象设计导入博物馆行业,是博物馆长远发展的必然途径。本文主要探讨在新时代下,博物馆如何以新的姿态迎接机遇与挑战,塑造博物馆的品牌形象,创造博物馆的文化价值。 The museum is a product of socialization. With the changes of the times, its functions are continuously improving. People’s research on museums is constantly updated. The traditional business philosophy is changed. The timely introduction of image design into the museum industry is a long-term project of the museum. The inevitable way of development. This paper mainly explores how in the new era, the museum takes a new attitude to meet the opportunities and challenges, shape the brand image of the museum and create the cultural value of the museum.