程辉

For more academic updates, please follow my ORCID Profile: https://orcid.org/0000-0003-3019-4515

Contact Email: hui.cheng@zufedfc.edu.cn; chenghui2050@163.com

Cheng Hui, Associate Professor at Dongfang College, Zhejiang University of Finance and Economics, and Ph.D. from the joint program between the University of Nottingham and Zhejiang University, awarded full scholarship. Since 2011, he has been devoted to research on museum cultural and creative products (MCCPs) and design governance, having designed more than 20 MCCPs, with several products sold in major provincial and municipal museums. He has presided over 16 longitudinal research projects on MCCPs, including 4 provincial-level projects: 2 Zhejiang Provincial Philosophy and Social Science Planning Projects, 1 Zhejiang Provincial Major Humanities and Social Sciences Tackling Project, and 1 Zhejiang Provincial Public Welfare Basic Research Program.

In terms of academic achievements, he has published 35 works, including 22 in Chinese and 12 in English, as well as 1 sole-authored monograph (200,000 words). His Chinese-language papers have been downloaded 31,092 times and cited 441 times, with an H-index of 8 and G-index of 20. He was listed in CNKI Design Studies “2024 Highly Cited Scholar” Top 5%. His English-language works include 4 SSCI/SCI/AHCI Q1 papers (including 1 in a Nature sub-journal), all as first author (with 3 also as corresponding author), with a total of 39 Google Scholar citations and an H-index of 4. Among these, the Nature sub-journal article is one of the few design research papers published in that journal from China, reflecting significant international impact.

In terms of social service, he has actively engaged in political consultation, having submitted 8 policy advisory reports, which were adopted by the Zhejiang Provincial Committee of the China Democratic League. Meanwhile, he serves as an anonymous reviewer for multiple SSCI Q1 journals (including Humanities & Social Sciences Communications, Journal of Retailing and Consumer Services, etc.).

I. Research Grants

[16] Research on the Design and Application of Performance Evaluation Tools for the Creative Transformation of Museum Cultural Relics (2024 Zhejiang Provincial Philosophy and Social Sciences Planning “Provincial-Municipal Cooperation” Project, Provincial-level)

[15] Research on Creative Performance Evaluation of MCCPs in Hangzhou Museums under Design Governance (2024 Hangzhou Municipal Social Sciences Planning Project, Deputy Provincial-level)

[14] Research on Creative Performance Evaluation of Zhejiang MCCP Design (2023 Key Project at College Level)

[13] Research on Design Governance System of Haining MCCP Industry Oriented to High-quality Development (2023 Haining Social Sciences Young Talent Targeted Project, Key at College Level)

[12] Research on MCCP Industry Planning of Haining Museums under Design Governance (2022 College-level Haining Special Project)

[11] Research on MCCP Design Governance under the Perspective of “Social Innovation” (2022 Zhejiang Provincial Public Welfare Basic Research Program, Provincial-level)

[10] Research on Service Innovation and Development of Zhejiang MCCPs Based on “Service Design” (2019–2020 Zhejiang Provincial Major Humanities and Social Sciences Tackling Project, Provincial-level)

[9] Research on the Service System of MCCPs from an Industrial Perspective (2020 Key Project at College Level)

[8] Countermeasures for the High-quality Development of Hangzhou MCCP Industry under the Goal of “Cultural Prosperity” (2019 Hangzhou Social Sciences Planning Annual Conference Special Project, Deputy Provincial-level)

[7] Research on the Development System of MCCPs under Art Licensing (2020 Zhejiang Provincial Philosophy and Social Sciences Planning Project, Provincial-level)

[6] Development and Construction of Practical Training Projects for Cultural and Creative Courses Based on University Theaters (2019 Zhejiang Provincial University Laboratory Research Project, College-level)

[5] Research on the Development System of Hangzhou Museum Cultural and Creative Products (2019 Hangzhou Philosophy and Social Sciences Regular Planning Project, Deputy Provincial-level)

[4] Research on the Construction of Practical Course System for Cultural and Creative Projects Based on Theater Platforms (2018 College-level Innovation and Entrepreneurship Education Reform Key Project)

[3] Application of Celebrity Culture in the Development of Tourism Resources in Haining (2018 Haining Social Sciences Planning Project, College-level)

[2] Research on the Form of Haining Cultural IP and the Design of Derivatives (2017 General Project at College Level)

[1] Research on the Design of Derivative Products of Dongfang Theater Brand (2016 General Project at College Level)

II. Academic Achievements

[34] What makes a museum product creative? Unpacking aesthetic, emotional, and cultural dimensions from the consumer perspective (Thinking Skills and Creativity, Vol.59, 2026)

[33] Data-efficient creativity evaluation in museum cultural creative products: a machine learning framework for data-driven decision-making in product development (Expert Systems with Applications, Vol.297, 2026)

[32] Constructing and validating the museum product creativity measurement (MPCM): dimensions for creativity assessment of souvenir products in Chinese urban historical museums (Humanities and Social Sciences Communications, Vol.280, 2024)

[31] An in-depth analysis of PCMI dimensions for museum creativity (Thinking Skills and Creativity, Vol.50, 2023)

[30] Exploring Correlations of PCMI Metrics in Museum Creativity through Line Chart (AHFE 2023 Conference Paper)

[29] The Preliminary Validation of PCMI in the Context of Museum Creativity (DSIE 2023 Conference Paper)

[28] Insights on Metrics’ Correlation of Creativity Assessment for Museum Cultural and Creative Product Design (HCII 2023 Conference Paper)

[27] Exploring the Chinese Design Concepts that Shape China's Cultural and Creative Products for Museums (DSIE 2022 Conference Paper)

[26] Design Governance: MCCPs and Governance Tool Design from a Governance Perspective (Monograph, Zhejiang University Press, June 2023)

[25] Research on the Service System of MCCPs Oriented to Social Governance (Journal of Creative Cities, 2023, Issue 3)

[24] Research on the MCCP Design Governance System Oriented to High-quality Development (Industrial Engineering Design, 2023, Issue 5)

[23] The Current Situation, Positioning, History and Role of Design in the MCCP Industry (Collected Papers on MCCP Practice and Research, Chinese Museums Association, 2022)

[22] A Review of Domestic Research on Cultural and Creative Product Design Methods—Based on Analysis of Papers Published in Packaging Engineering (Packaging Engineering, 2022, Issue 12)

[21] The Evolution of Design Concepts in Historical Museum Cultural and Creative Product Design (Journal of Creative Cities, 2022, Issue 4)

[20] Research on the Cultivation Path of Hangzhou MCCP Industry under the Goal of “Cultural Prosperity” (Journal of Creative Cities, 2021, Issue 1)

[19] Model Construction of Museum Culture and Creativity Industry with Society Governance Targeted (AIID 2021 Conference Paper)

[18] Research on Social Governance Driven by Cultural Creativity from the Perspective of “Social Innovation” (Proceedings of the 2nd Forum on Rural Cultural Revitalization, 2020)

[17] Research of User-Centered Intelligent Technology in China’s Cultural and Creative Product Design (ICIDDT 2020 Conference Paper)

[16] The Boundaries of Museum Cultural Creativity and “Cultural Creative Thinking” (China Cultural Relics Daily, April 14, 2020, p.5)

[15] Optimization of Museum Cultural and Creative Design Competition System under Commercial Licensing (Chinese Museums, 2020, Issue 1)

[14] Methods to Improve the “Last Exhibition Hall” Services in Hangzhou Museums (Hangzhou Blue Book: Hangzhou Development Report 2020)

[13] Reflections on Deep Planning of Yan’guan Ancient City Study Tours (Journal of Creative Cities, 2019, Issue 3)

[12] Countermeasures for the High-quality Development of MCCP Industry in Hangzhou under the Goal of “Cultural Prosperity” (Proceedings of the 5th Hangzhou Academic and Policy Advisory Conference, 2019)

[11] Current Situation and Countermeasures of Hangzhou MCCP Industry Development (Creative Cities Journal / Hangzhou Academy of Social Sciences, 2020, Issue 1)

[10] Research Status, Problems and Directions of the MCCP Industry (Packaging Engineering, 2019, Issue 24)

[9] Causes of the “Homogenization” Problem of MCCPs (Art and Design, April 2019)

[8] Research on the Construction of the MCCP Development System Framework (Symposium on Local Museums Reform and Development)

[7] Methods to Avoid the “Homogenization” Phenomenon of Cultural and Creative Products—A Case Study of Haining (Design, 2018, Issue 19)

[6] A Review of Literature on Cultural and Creative Products Based on CNKI Search Results (Design, 2018, Issue 15)

[5] Literature Review on Cultural and Creative Products (I) (Industrial Design, 2018, Issue 2)

[4] Initial Construction of Theoretical Path Model of Brand Derivative Design (Design, 2017, Issue 12)

[3] Three Thoughts on Tourism Souvenir Design (Design, 2015, Issue 19)

[2] Analysis of Tourism Souvenir Design from the Product Perspective (Master’s Thesis, Zhejiang Sci-Tech University, 2015)

[1] Analysis of the Current Domestic Tourism Souvenir Industry (Design, 2013, Issue 11)

III. Awards and Exhibitions

[32] Good Luck and Great Prosperity – Excellence Award, “Millennium Elegance Opens Song Dynasty Trend: Song Culture Creative Product Design Competition” (2020)

[31] Complete Victory – Excellence Award, 7th “Vanke Cup” Cultural Creative Product Design Competition (2020)

[30] Good Luck and Great Prosperity – Excellence Award, 1st China Intangible Cultural Heritage Creative Competition (2020)

[29] Good Luck and Great Prosperity – Finalist, “Wencang International Pattern Design Competition” (2020)

[28] In Heaven, May We Be Birds Flying Wing to Wing – Finalist, “Xuexi Qiangguo” Shandong Platform Cultural Creative Design Competition (2020)

[27] Flying in Pairs – Excellence Award, Simian Mountain Qixi Cultural Creative Competition (2020)

[26] Polka Dot Swallow – Bronze Award, Simian Mountain Qixi Cultural Creative Competition (2020)

[25] Li Brocade Regeneration – Invited Exhibition, 2nd Paper Pattern Design Competition (2020)

[24] Bat and Gourd Pattern – Selected Award, “Fortune Culture Creative Competition” (2019)

[23] Abundant Harvest – Exhibition, “Design China • Charming Chinese Characters” in Greece (2019)

[22] Yue Land Banner – Exhibition, “International Chinese Characters Touring Exhibition • Lyon, France” (2019)

[21] Abundant Harvest – Exhibition, “International Chinese Characters Touring Exhibition • Lyon, France” (2019)

[20] Blessings and Prosperity – Bronze Award, Grand Canal Cultural Creative Design Competition (2019)

[19] Wuju Face-Changing – Bronze Award, 1st Jinhua Wuju Derivative Creative Design Competition (2018)

[18] Qianlong Emperor’s Seal and Inscription – Finalist, Jiaxing Intangible Cultural Heritage Creative Design Competition (2018)

[17] Radish Silk Joy Gala – Silver Award, China Creative Design Yearbook 2014–2015 (2016)

[16] Hangzhou Cuisine Umbrella – Finalist, “Mayor’s Cup” Hangzhou Industrial Design Competition, Paradise Umbrella Category (2015)

[15] Hangzhou Cuisine Colors – Selected Work, Shanxi Graphic Design Exhibition (2015)

[14] Damascus Iridescent Shoes – Included in China University Student Art Works Yearbook (2015)

[13] Hangzhou Cuisine (I) – Included in China University Student Art Works Yearbook (2015)

[12] Dedication and Revival – Excellence Award, 9th “Creative China” Design Award, Graphic Design Category (2015)

[11] Radish Silk Joy Gala – Third Prize, 9th “Creative China” Design Award, Graphic Design Category (2015)

[10] Hangzhou Cuisine Themed Gifts – Second Prize, 1st Academy Award, Visual Communication Category (2015)

[9] Kitchen of Taste – Excellence Award, 1st “Bauhaus Award” International Design Competition (2015)

[8] Liangzhu Divine Emblem Transcending Time – Excellence Award, 1st “Bauhaus Award” International Design Competition (2015)

[7] Dongshan’s Bird and Elephant – Excellence Award, China Creative Design Yearbook 2013 (2014)

[6] Big-eyed Elf – Multifunctional Glass Container – Finalist, Jin Daiqiang Design Award (2013)

[5] Huang Gongwang’s Home – Exhibition, “2013 China Taizhou Design Power Works Exhibition” (2013)

[4] Dongshan’s Eaves – Finalist, 7th “Creative China” Design Award (2013)

[3] Dongshan’s Bird and Elephant – Excellence Award, 7th “Creative China” Design Award (2013)

[2] Huang Gongwang’s Home – Bronze Award, Fuyang City Gift Creative Design Competition (2013)

[1] Comfortable Hands, Housewarming Joy, Face-changing – Selected Works, 2nd International Graduate Excellent Works Exhibition of Art and Design (2013)

IV. Professional Affiliations

[12] Senior Advisor, Zimoying Academic Committee (2020)

[11] Member, Dunhuang Design Morphology Alliance (2020)

[10] Member, China Designers Salon (CDS) (2020)

[9] National Mentor, Jianhe Action Program (2019)

[8] Visiting Professor, Huanghuai University (2019)

[7] Founding Member, China Food Design Alliance (2019)

[6] Member, User Experience Industry Branch, China Industrial Design Association (2019)

[5] Member, Zhejiang Creative Design Association (2018)

[4] Member, Shanxi Graphic Design Society (2015)

[3] Director, Beijing Bauhaus Institute of Culture and Art (Apr. 2015 – Apr. 2017)

[2] Member, Bauhaus International Design Association (2015)

[1] Member, China Designers Association (2013)

V. Honors and Titles

[2] 2019 · Zhejiang Outstanding Creative Designer of the Year (2019)

[1] 2018 · Zhejiang Outstanding Creative Designer of the Year (2018)