目的 探讨文创产品设计与开发的概念与价值，为文创产品设计与开发提供参考与借鉴。方法 采用文献资料法、案例研究法等研究方法，对文创产品的设计与开发进行探讨，使文创产品设计研究更为系统、科学。结论 文创产品包括原创型产品设计和文创衍生品的设计，在设计过程中要坚持消费者和文创产品的结合、景点文化和文创产品的结合及自然环境和产品的结合，从而使文创产品更符合消费者的需求，更好地满足消费者的需要，在实现产品实用性的基础上，进一步发挥文化传承的作用。

The work aims to explore the concept and value of cultural and creative product design and development, and provide reference for design and development of cultural and creative products. The design and development of cultural and creative products were discussed by the methods of literature and case study to make the research more systematic and scientific. Cultural and creative products include original product design and creative derivative design. In the process of design, it is required to adhere to the combination of consumers and cultural and creative products, the combination of scenic spot culture and cultural and creative products, as well as the combination of natural environment and products, so as to make cultural and creative products more in line with needs and requirements of consumers, and to give full play to the role of cultural heritage based on the realization of the product practicality.