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Personal profile

Personal profile

Hui Cheng is an Associate Professor at Zhejiang University of Finance and Economics Dongfang College. Also, he is a PhD candidate at the University of Nottingham Ningbo China, receiving full scholarships from UNNC and ZJUNB.


His research in ‘Museum Cultural Creativity’ beginning in 2011 has produced 20+ serial products for museums and 20+ publications, including a monograph. He has secured over RMB 320 thousand in funding from various bodies.


At Present, he is a peer reviewer of several SSCI journals, including:


  • Humanities & Social Sciences Communications (SSCI Q1, Top)
  • Journal of Retailing and Consumer Services (SSCI Q1)

Professional Information

Grants (PI):


[14] 浙江文博文创设计创意绩效评价研究(2023年浙江财经大学东方学院院级重点课题)
[13] 高质量发展导向的海宁文博文创产业设计治理体系研究(2023年海宁社科青年人才定向课题)
[12] 设计治理下海宁博物馆文创产业规划研究(2022年浙江财经大学东方学院院级课题海宁专项)
[11] “社会创新”视域下博物馆文创设计治理研究(2022年浙江省公益基础研究计划)
[10] 基于“服务设计”的浙江文博文创服务创新发展研究(2019-2020浙江省高校重大人文社科攻关计划)
[9] 产业视角下的博物馆文创服务体系研究(2020年浙江财经大学东方学院院级重点课题)
[7] 艺术授权下博物馆文创产品开发体系研究(2020年浙江省哲学社会科学规划课题)
[5] 杭州市博物馆文创产品开发体系研究(2019年度杭州市哲学社会科学常规性规划课题)
[4] 基于影剧院平台的文创类项目实践课程体系建设研究(2018年度浙江财经大学东方学院院级创新创业教育教学改革专项重点项目)
[3] 名人文化在海宁旅游资源开发中的应用(2018年海宁市社科研究规划课题)
[2] 海宁文化IP形态及衍生品设计研究(2017年浙江财经大学东方学院院级一般课题)
[1] 东方影剧院品牌衍生品设计研究(2016年浙江财经大学东方学院院级一般课题)

Research Interests

His research interests are in the realm of museum cultural creativity, including:


  • Design Methodology Research 设计方法研究
  • Design Governance Research 设计治理研究
  • Product Design Practice 产品设计实践

Currently, he is heading into the research of creativity model construction for museum creative product design using the methodologies from human factor study.


Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 9 - Industry, Innovation, and Infrastructure
  • SDG 11 - Sustainable Cities and Communities
  • SDG 12 - Responsible Consumption and Production
  • SDG 17 - Partnerships for the Goals

Education/Academic qualification

PhD, UNNC-ZJU Joint Doctoral Training Program

11 Sept 202130 Aug 2025

Master, Design and Art, Zhejiang Sci-Tech University

1 Sept 201130 Jun 2015

Bachelor, Software Engineering, Hangzhou Dianzi University

1 Sept 200730 Jun 2011

External positions

Associate Professor, Zhejiang University of Finance and Economics Dongfang College

1 Jan 2023 → …

Committe Member, 中国民主同盟浙江省委员会文化专门委员会

Aug 2022 → …


  • Design Science
  • Computer Science and Engineering

Person Types

  • Students


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