This paper describes the processes in getting to know what cultural and creative products consumers intend to buy according to the concept of design from the culture museum’s creative brands. Through a communication model, the cultural resources realize the design conceptualization related to the museum brands as a cultural originality. This innovative design approach attempts to better meet the customers’ needs. More importantly, designing products for a target market in advance, with the guidance of prediction from preliminary research, certainly help generating a higher level of business profit. In this article, the theory of gene encoding is the central issue in order to obtain insights on the consumers’ buying feeling, and furthermore, to probe into the meaningful and instructional brand gene encoding. Quantitative data analysis using SPSS and questionnaires are used to figure out consumers’ purchase motivation. Finally, the business reports from Tamsui Museum shop will be analyzed to prove that building up a cultural and creative brand helps the customers to value the museum more and more. Within 3 years, business growth in the gift shop as well as cultural and creative products have been positively related through pioneering application of gene optimization to build a museum’s cultural and creative brand. The results will offer innovative institutions or designers the insights that they have been longing for.
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Conflict of interest
The authors declare that they have no conflict of interest.
All procedures performed were in accordance with the ethical standards of the institutional and/or national research committee and with the 1964 Declaration of Helsinki and its later amendments or comparable ethical standards.
Informed consent was obtained from all individual participants included in the study.
Communicated by V. Loia.
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Chiou, SC., Wang, YC. The example application of genetic algorithm for the framework of cultural and creative brand design in Tamsui Historical Museum. Soft Comput 22, 2527–2545 (2018). https://doi.org/10.1007/s00500-017-2507-9