Resarch On The Development Of Cultural And Creative Products Of China(Hainan)South China Sea Museum

Traditional museums have reacted to the national policy to strengthen the development of museums and explore the connotation of museum cultural values in the new era,along with the change in social and cultural values and the aesthetic and cultural needs of the public.Additionally,museums around the world have gradually increased their investment in the interdisciplinary use of cultural resources and paid more attentions to the development of cultural and creative products to meet the needs of museum development.China(Hainan)Museum of the South China Sea,as an important platform for the dissemination of South China Sea culture and the "Maritime Silk Road" cultural exchange,has to leverage the unique cultural heritage and collection resources to develop innovative cultural and creative products.Through the analysis of domestic and foreign museums’ cultural creation cases and field investigation,the author has sorted out the cultural resources of Nanhai Museum’s collection,the current situation of cultural creation product development,the advantages and shortcomings of development,and summarized the following existing problems.First,the museum resources are not deeply explored;second,the products lack cultural connotation and creativity;third,the sales channels are not complete;fourth,the brand construction is not significant;fifth,the funds for cultural and creative development are not sufficient.As a museum in the developing period,the development of cultural and creative products of the Nanhai Museum is an important initiative to spread culture,promote the brand and generate income for the economy.This paper explores the development direction of the cultural and creative products of China(Hainan)Nanhai Museum from the perspective of museum collection resources and visitors,and tries to propose feasible solutions and suggestions to help the development of the cultural and creative business of Nanhai Museum.This paper adopts the interview method and rooted theory research method to take the visitors of Nanhai Museum as the entry point,coding the raw data through interviews level by level,constructing categories,and finally summarizing that the visitors’ sense of visiting experience,perceived value,and cultural identity have an impact on the behavioral intention to purchase cultural and creative products.Based on the analysis of the above problems and findings,the author proposes four development directions: extracting the cultural elements of the South China Sea;relying on special exhibition themes;making use of the cultural context of the Sea Silk;creating interactive entertainment experiences;and creating special cultural brands;establishing diversified production and marketing channels;strengthening product creative concepts;introducing cultural and creative talents resources;and improving visitors’ experience.In this paper,the creative product development research of China(Hainan)Nanhai Museum is innovative in terms of research perspective,and the findings of the research can provide reference value for the development of the creative business of Nanhai Museum and for other museums’ creative product development.