在现代旅游快速发展的背景下,游客对于旅游纪念品具有多样性的需求,旅游纪念品的现状发展完全不能满足。本文以三星堆博物馆旅游纪念品为例,对其现状进行分析,力求突破传统旅游纪念品实用性低、受众面窄等劣势,探讨在文化创意背景下将创意理念与三星堆浓郁的历史文化相融合而研发出具备高附加值、强实用性和深文化特色的三星堆文化创意衍生品。 In the context of the rapid development of modern tourism, tourists have diversified needs for tourist souvenirs, and the status quo of tourist souvenirs can not be satisfied completely. Taking the tourist souvenir of Sanxingdui Museum as an example, this paper analyzes the current situation and tries hard to break through the disadvantages of traditional tourist souvenirs, such as low practicality and narrow audience. It explores how to combine the creative ideas with the rich history and culture of Sanxingdui under the background of cultural creativity Sanxingdui cultural and creative derivatives with high added value, strong practicality and deep cultural features.