In the rapidly developing environment of new media and the increasingly diverse range of cultural and creative products,Generation Z has become active participants in the online community and the primary consumer force for cultural and creative products,such as trendy merchandise.This article utilizes the grounded theory research method to conduct interviews with the Generation Z demographic and analyzes the factors influencing their consumption of subcultural products.Based on these influencing factors,a framework for the development and promotion of archival cultural and creative products is proposed.This framework focuses on identifying the right product development positioning,creating emotional resonance value,establishing communication community platforms,bridging shopping and experiential channels,and expanding collaboration scope.The aim is to promote the development of archival cultural and creative products and the dissemination of archival culture.
Archival literature creationGeneration ZSubculture consumptionGrounded theoryProduct developmentProduct and promotion
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