基于用户需求的平遥文创发展研究

Pingyao Cultural and Creative Development Based on User Needs

中文关键词: 用户需求  平遥文创  Kano模型  设计、创意

英文关键词: user needs  Pingyao cultural creation  Kano model  design  creativity

中文摘要:

      目的 通过实地调研，基于Kano用户需求模型探讨平遥文化创意设计发展过程中需要侧重研究的内容，突出消费者在购买过程中注重的高敏感性需求，从而促进文化创意设计产品的发展。方法 从平遥文化创意设计产品目前的发展现状调研入手，引出“文化创意设计产品”目前所普遍面临的问题，即“高产量、低销量”。通过Kano模型的引用，设计平遥文化创意设计的用户需求研究项目，首先将消费者购买文化创意设计产品的过程分为购买前、购买中、购买后，然后通过访谈、调研，以及问卷的方法确定具体的“需求内容”，运用Better-Worse指数分析法得到“平遥古城文化创意设计产品用户需求调研”的具体数据，以此绘制Better-Worse敏感点分布图，并确定低敏感区及高敏感区用户需求内容，进而通过以上数据对平遥文化创意设计的发展做具体的研究与探讨。结果 在34项需求内容中，地域文化特色、功能实用性、包装精美、视觉美感、独特创意、景点知名度、品质保障是需要重点研究的内容。结论 平遥文化创意设计产品的发展需要结合用户需求的调研数据，作为政府层面要有侧重性的投资与扶持。

英文摘要:

      The work aims to explore the key research content in the development of Pingyao cultural and creative products based on the Kano user need model through field research, highlight the highly sensitive needs of consumers in purchase, and thereby promote the development of cultural and creative products. Starting from the research on the current development status of Pingyao cultural and creative products, the common problems faced by "cultural and creative products" at present, namely, "large production and low sales volume" were introduced. Through the intervention of Kano model, the research contents of Pingyao cultural and creative products were designed. Firstly, the process of consumers purchasing cultural and creative products were divided into before purchase, during purchase, and after purchase, and the specific "demand content" was determined through interviews, surveys, and questionnaires. Then, through the Better-Worse index analysis method, the specific data on "User Need Survey of Pingyao Ancient City Cultural and Creative Products" were obtained, and the Better-Worse sensitive point distribution map was drawn on this basis. The user need content in the low and high sensitive areas was determined. And finally, the development of Pingyao cultural and creative products was specifically studied and discussed. Among the 34 items of needs, regional cultural characteristics, functional practicality, exquisite packaging, visual aesthetics, unique creativity, scenic spot awareness, and quality assurance were the key issues that needed to be studied. The development of Pingyao cultural and creative products needs to be combined with research data on user needs, as well as focused investment and support at the government level.