地方特色文化对文创产品的设计和营销理念影响研究

作     者：刘跃林 

作者机构：贵州大学历史与民族文化学院贵州 贵阳 

出 版 物：《电子商务评论》 (E-Commerce Letters)

年 卷 期：2025年第14卷第1期

页      面：1605-1611页

学科分类：0202[经济学-应用经济学] 02[经济学] 020205[经济学-产业经济学] 

主　　题：地方特色文化 文创产品 设计和营销理念 

摘      要：近年来,文创产品逐步成为消费领域的热点。当将消费心理引入文创产品的设计和营销理念之中时,务必竭尽全力创造出契合消费者需求的产品,让设计和营销理念走在消费心理前端。在文创产品的设计和营销理念中注入地方特色文化元素,构建独特的产品价值与营销优势。立足地方特色文化视角,本文深入探讨了文创产品的设计理念与营销理念之间的统一关系,其最终落脚点在于产品市场价值的创造与创新。为强化消费者对产品的认知,文创产品设计应以挖掘地方特色文化内涵为核心,凸显产品个性,避免在设计方向与营销选择上出现同质化现象。无论是产品的设计和营销理念,都必须探寻创新思路,打造整体品牌优势,如此方能在激烈的竞争中胜出。In recent years, cultural and creative products have gradually become a hot spot in the consumer field. When introducing consumer psychology into the design and marketing concept of cultural and creative products, we must make every effort to create products that meet the needs of consumers, so that the design and marketing concepts are at the forefront of consumer psychology. Injecting local cultural elements into the design and marketing concepts of cultural and creative products helps build unique product value and marketing advantages. Based on the perspective of local characteristic culture, this paper deeply discusses the unified relationship between the design and marketing concept of cultural and creative products, and its ultimate foothold lies in the creation and innovation of product market value. In order to strengthen consumers’ cognition of products, the design of cultural and creative products should focus on excavating the cultural connotation of local characteristics, highlighting the personality of the product, and avoiding homogenization in the design direction and marketing choice. Whether it is product design and marketing concept, we must explore innovative ideas and create an overall brand advantage, so as to win in the fierce competition.