In order to reduce the subjective deviation of designers, this paper analyzed the influencing factors of cultural and creative product design from the perspective of user needs, and established a cultural and creative product design index evaluation system based on the combination weighting method of game theory, so as to provide methods and case references for cultural and creative product design. First, the cultural symbols of Gansu silk road are combed through field investigation, literature analysis to construct the cultural symbol library of Gansu silk road. Second, the methods of literature analysis and user interview are used to analyze user needs, combined with expert evaluation to construct the cultural and creative design index system of Gansu silk road. Then, the subjective and objective weights of design indexes are solved by analytic hierarchy process and entropy weight method, and the comprehensive weights of design indexes are solved by combination weighting method of game theory. Finally, the innovative expression of the design scheme is carried out on the basis of the above analysis results, and the design scheme is evaluated by fuzzy comprehensive evaluation. Based on the above methods, bronze tableware is taken as a case to carry out design practice, and the obtained scheme performs well in aesthetic needs, functional needs, and user preferences. The results show that this method is suitable for the cultural and creative product design of Gansu Silk Road bronze, and is helpful to improve the scientificity of the cultural and creative design process.