国家现阶段经济转型框架下，文化创意产业的发展是文化产业转型的重要环节，进而文化消费需求的不完全释放也带给文创产业突破的方向——以文创产品更好的填补人民文化消费的缺口。文创产业是同生活相关，与群众相连的亲民产业，文创能够把品牌和消费者的距离拉近，摆脱传统文化市场的禁锢，并且文创产业在一个完整的商业模式中，文创产品的可复制性带来对应销售价值，科学创造力的进步能够让生产成本降低。文化创意产业不仅是产业需要经济化、市场化，且只有这样才能使产业本身价值透过实质性的数据完全展现。针对目前文创市场发展现状，作者选取了国内外各类具有典型代表意义的文创品牌及文创产品进行研究。个案研究透过大量文献、数据分析了以IP主题为核心的动漫衍生品、艺术家衍生品、旅游商品、博物馆文创产品的发展与经营现状。分析国内外文化创意产业发展经验，其次，本文从文创产品的构成与分类、优秀文创产品的五大核心要素以及设计方法，IP主题挖掘三部分内容结合具体案例进行深度分析及研究，将目前文创产品设计思路进行各细致的分类，针对IP衍生品提出了“直接衍生型”与“创意衍生型”两类设计思路，其目的在于策划文创产品之前进行针对性的规划，明确产品矩阵的创意构成。同时，还提出了产品分析方法，即通过“美感”、“工艺”“形式”“实用性”及“年轻化”五个维度进行产品评估，通过针对目标人群调研，通过调研结果可在产品样品阶段进行客观分析，明确产品定位及市场价值。最后，针对文创产品的核心要素“文化主题”进行主题内容的层次分析，不同的层次对应不同规模的人群，通过主题的扩展与选择，选择更适合的市场与人群。设计实践部分，以清华大学文创纪念品为例，设计目的是改变现有清华大学文创产品同质化、缺少个性及吸引力的问题。首先进行了市场分析和人群定位，其次对产品矩阵进行了规划和分类。设计过程中，以创造具备传播力的“创意衍生型”产品为目标，辅助以深度直接衍生产品。最终打造20件不同风格及样式的文创衍生品。

Under the framework of economic transformation at the current stage of the country, the development of the cultural and creative industries is an important part of the transformation of the cultural industry. Further, the incomplete release of the cultural consumer demand also brings the direction of cultural and creative industries to break through - to better fill the people's culture with cultural and creative productsSecondly, this article analyzes and studies the composition and classification of cultural and creative products, the five core elements of excellent cultural and creative products, the design method, and the three topics of IP topic mining in combination with specific cases. The stage carries on objective analysis, clear product positioning and market value. Finally, a level analysis of the theme content of the cultural elements of the cultural and creative products is carried out. Different levels correspond to people of different scales. Through the expansion and selection of themes, a more suitable market and crowd are selected.In the part of design practice, taking Tsinghua University's cultural and creative memorabilia as an example, the purpose of the design is to change the existing issues of homogeneity, lack of personality and attractiveness of Tsinghua University's cultural and creative products. First, market analysis and crowd positioning were carried out, and then the product matrix was planned and classified. In the design process, we aim to create "creative derivative" products that have a spreading power and assist in direct derivative product development. Finally create 20 different styles and styles of cultural and creative derivatives.