Abstract
In order to accurately grasp consumers’ demand for regional cultural and creative products, this paper introduced the fuzzy Kano model demand algorithm. Firstly, the initial requirements of cultural and creative products were divided into three levels, and the corresponding fuzzy Kano questionnaire was designed. Then, through questionnaire survey and matrix processing of its data, the category of demand items was clarified, and the priority calculation of demand items was carried out with the help of the better-worse coefficient. Finally, it is concluded that consumers’ preference for regional cultural and creative products is mainly concentrated in the behaviour layer and reflective layer, which could provide direction for the design of regional cultural and creative products.
Highlights
Regional cultural and creative products are the means and results of regional cultural materialization and the powerful material carrier
Due to the diversity of demand elements of cultural and creative products, this paper adopts the fuzzy Kano model to grasp the real thoughts of consumers
3.1 The current situation of regional cultural and creative products Due to the strong support of the state for cultural and creative industry, more and more regions have increased the investment in cultural and creative industry to enhance the soft power of culture [4]
Summary
Regional cultural and creative products are the means and results of regional cultural materialization and the powerful material carrier. Regional cultural products play an extremely important role in the promotion of local culture. Cultural and creative products that gain consumer value and emotional recognition can bring regional culture into people's daily life, so that consumers can get psychological satisfaction and spiritual enjoyment. This paper analyses consumer demand information through the fuzzy Kano model to clarify consumer preference and provide a reference for regional cultural and creative product design
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