Chinese excellent traditional culture constitutes the roots and soul of the Chinese nation, and it also serves as an important wellspring for modern industrial innovation and socio-economic development. Museums play a pivotal role in showcasing and passing down this splendid traditional culture. In recent years, the "museum fever" has become a widespread social phenomenon, with the development of museum cultural and creative products exhibiting a flourishing trend. This study focuses on the Shanghai Museum as the primary field site and revolves around the basic concept of inheriting Chinese excellent traditional culture. It conducts an investigative analysis on the current state of development of museum cultural and creative products, delves into the specific needs and preferences of consumers, and endeavors to propose corresponding innovative strategies. The aim is to enhance the educational function of cultural and creative products and achieve the innovative inheritance of excellent culture.