With the rapid development of new media technologies, the cultural and creative industries have entered a new stage of “communication-driven” development. Yinxu, an important archaeological site of Chinese civilization, has cultural and creative products that carry the core values of Yinshang culture. However, in the context of new media, there are still obvious shortcomings in their design and dissemination. This paper takes new media communication as the research perspective, combines theories such as communication studies and design studies, and through methods such as literature research, case analysis, and comparative study, deeply analyzes the existing problems in the design and communication of Yinxu cultural and creative products, and takes the new media practice of cultural and creative products of Lanzhou Museum in Gansu Province as a reference to construct a design strategy system of Yinxu cultural and creative products adapted to new media communication. The research aims to promote the creative transformation and innovative development of Yinxu cultural resources, provide theoretical references and practical paths for the new media dissemination of archaeological site-type cultural and creative products, and contribute to the contemporary dissemination of China’s fine traditional culture.