Research on the Development Strategy of Museum Cultural and Creative Products: A Case Study of the Overseas Chinese Transport History Museum

Mingxia  Zhang; Qingyi Liu; Chenlu  Yang

doi:10.54691/c8syxv53

Authors

Mingxia Zhang
Qingyi Liu
Chenlu Yang

DOI:

https://doi.org/10.54691/c8syxv53

Keywords:

Overseas Chinese Transport History Museum, Cultural and Creative Products, SWOT—Analytic Hierarchy Process model.

Abstract

This study takes Overseas Chinese Transport History Museum as an example and uses the SWOT-Analytic Hierarchy Process Model}}]] to analyze the development strategy of the museum's Cultural and Creative Products. The research finds that Overseas Chinese Transport History Museum, as the only museum in China focused on overseas transportation, boasts a unique theme and extensive collections. However, limitations such as its restricted recognition and inadequate use of technology hinder the full development of Cultural and Creative Products. Amid opportunities presented by the Cultural Tourism Boom and favorable policies, Overseas Chinese Transport History Museum can adopt strategies like broadening product lines and strengthening brand promotion to effectively tackle challenges such as heightened competition and economic instability. By integrating SWOT analysis with the Analytic Hierarchy Process, this study offers specific strategic recommendations for optimizing the development of Cultural and Creative Products at Overseas Chinese Transport History Museum, aiming to drive the museum toward high-quality growth.

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