TABLE 1.

Five elements of museum cultural and creative product development.

Characteristic elements	Specific requirement
Culture	Cultural and creative products come from culture. Different types of museums should design unique cultural and creative products according to their own collections and cultural resources.
Innovation	Innovative thinking should run through the whole process of cultural and creative product development to avoid the situation that the form and style of museum cultural and creative products tend to be consistent.
Brand	Cultural and creative products are the basis of building museum brand effect, which is mainly reflected in the brand symbol of the museum marked on the series of products.
Publicity	The sale of cultural and creative products is a way for museums to publicize themselves. Through product publicity, consumers can have a deeper understanding of the collections.
Education	Cultural and creative products should not only be limited to visiting cultural relics in museums but also permeate the historical heritage of cultural relics in museums.