Application of Four-Chain Integration Theory on Cultural Derivative Design - A Case Study of Shanghai History Museum

The development of society, the increase of people's income and other factors have driven the upgrading of tourism consumption. In recent years, with the rapid development of social new media, there are more and more ways to spread culture, and the innovative development of cultural derivatives has become one of the important links. Excellent cultural derivatives can greatly improve the status of culture in social groups and establish regional cultural brands. Due to the impact of modern new technologies and new models, the design of cultural derivatives is also facing new opportunities and challenges in integrating historical features, creating scale experience and providing good services. As to the problems and insufficiency in derivatives innovation and development, this study takes Shanghai History Museum (SHM) culture derivatives design as an example, by adopting evaluation principle and Semantic Differential Method, to evaluate viewers feedback in products, interactive, service, brand four dimensions on the basis of investigation and questionnaire research. With the integration of the above principles, this study defines cultural derivative design with a new logic, clarifies the development paradigm of cultural heritage inheritance and innovation, to improve the realistic value of cultural heritage.