A Research on the Matching Mechanism of Chinese Traditional Creative Products and Users: Taking Yuxian Ceramics as an Example

Abstract

With the booming of creative industries in the world, handmade creative products based on Chinese traditional culture have gradually attracted the attention of academic circles. However, startups are generally faced with the problem of matching creative products with users. Existing studies have paid insufficient attention to the uniqueness of creative products and the difficulty of Product-User Fit. Based on the two-sided matching visual angle, this paper takes Yuxian Ceramics, a micro creative enterprise, as an example, and aims to reveal the diversity and hidden factors in the matching process of traditional handmade creative products and users by taking Product-User Fit as the analysis unit. The research findings are mainly as follows: (1) The disconnection between the creation and transmission of idea value is the cause of the mismatch between traditional creative products and users. (2) Build function-oriented minimal viable products (MVP) to verify the hypothesis of product function value, and find angel users. (3) Construct service-oriented MVP with product cognition and situational experience as the core, verify the hypothesis of product idea value, and attract large-scale user groups. The main contributions of this paper are as follows: (1) It identifies the dual value attributes and functions of traditional creative products. (2) It identifies the dual mechanism of matching traditional creative products with users. (3) It analyzes the interrelationship of the dual matching mechanism of matching traditional creative products with users, and enriches the entrepreneurial theory of traditional creative products. Based on the material and spiritual dual attributes of traditional creative products, two closed loops of value creation will be formed to stabilize the function value of products and expand the idea value of products. They complement each other and iterate together to promote continuous matching of creative products with users. The conclusion provides guidance for creative enterprises to explore the development of new products based on traditional cultural resources and seek two-sided matching between products and users, and has reference value for the government to develop policies and plans to foster and support entrepreneurial activities of small and micro creative enterprises.