Abstract
Museum, as a concentrated embodiment of world civilization and national culture, condense local history, culture, and spiritual civilization. In recent years, cultural and creative products in museum sectors have effectively expanded cultural and creative industries. Within this context, we took Dunhuang-related cultural and creative products as an example and made a brief introduction to the background of these products. Then we selected some famous museums from China or foreign countries and compared the creative and cultural products designed by Dunhuang Museum with these selected museums using various research methods, such as the analysis of online shopping data, in-depth interviews, and questionnaires. Finally, we concluded the problems existing in those Dunhuang-themed products and provided several countermeasures, including 1) focusing on innovation and integrating its own cultural characteristics into the cultural and creative products; 2) adhering to public demand-oriented development strategies; 3) defining the design orientation of cultural and creative products; and 4) improving product quality and marketing capability.
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