The work aims to study the transformation path of Jiangsu red resources in cultural and creative products, and improve the dissemination efficiency of red resources in cultural and creative products. Firstly, the structure and value of Jiangsu red resources were analyzed through literature, and the problems existing in the design of cultural and creative products were summarized. Next, the research framework was constructed based on narratology theory. Through questionnaires and interviews, the design factors of cultural and creative products expressed at three levels, namely instinct, behavior and reflection, were studied, and a hierarchical structure model was constructed. Then, KANO model was used to collect users' opinions, and the corresponding attributes of design factors were summarized according to Better-Worse coefficient. AHP method was used to calculate the weight of design factors and the user's preference for the application scenarios of cultural and creative products. Based on the analysis result of KANO-AHP, the narrative plot was designed. Finally, with Shajiabang as an example, the design practice of cultural and creative products was carried out. Based on narratology theory and KANO-AHP model, the transformation path of red resources is summarized and the expression mode of Jiangsu cultural and creative products was expanded by taking the cultural and creative design of Jiangsu red resources, providing a reference form for carrying forward the red spirit.