博物馆文创产品设计的青年观众消费群分析

The Consumer Groups of Young Audience Analysis of the Design of Cultural and Creative Products in Museums

博物馆文创产品设计是当今文创产品行业重点发展的领域,也是我国文化兴国的重要战略步骤。而在当前市场现状中,要让博物馆文创产品起到其应有的文化传播价值,就必须在开发时,对其主要消费群进行需求分析。文章从年龄递增分层的角度将博物馆青年观众消费群划分为4个小群体来进行研究,总结出青年消费群的偏好遵循'好玩—个性—实用—意义'这样的变化规律。

Nowadays,the design of cultural and creative products in museums is not only a key developing field in the cultural and creative products industry,but also an important strategic step for our country’s cultural rejuvenation.However,in the current situation of market,if we want to make the cultural and creative products in museums play its due cultural transmission value,we must analyze the demands of main consumer groups when developing.In this paper,the consumer groups of young audiences in museums are divided into four subgroups to study from the perspective of increasing age.It is concluded that the preferences of young consumers follow the changing rules of'fun-personality-practicality-meaning'.