可供性理论视域下档案文创产品市场化设计策略探析  

作　　者：邢变变 胡千虹 

机构地区：[1]郑州大学信息管理学院

出　　处：《档案管理》2024年第4期55-58,62,共5页Archives Management

基　　金：国家社科基金一般项目“档案术语与档案学科协同演化机理研究”(项目编号:21BTQ110)研究成果之一。

摘　　要：在文创产业迅速发展的背景下,档案文创产品作为传承与弘扬档案文化的重要载体,其市场化设计显得尤为重要。文章基于可供性理论,从感知可供性、认知可供性、行为可供性和功能可供性四个维度出发,分析了档案文创产品市场化设计的感知触点、解码密钥、行为引导和终极旨归,并提出了相应的设计策略,旨在为档案文创产品的市场化设计提供理论支撑和实践指导。Under the background of the rapid development of cultural and creative industries,the market-oriented design of archival cultural and creative products,as an important carrier for inheriting and carrying forward archival culture,is particularly important.Based on the theory of affordance,from the four dimensions of perceived affordance,cognitive affordance,behavioral affordance and functional affordance,this paper analyzes the perceived contacts,decoding keys,behavioral guidance and ultimate purpose of the market-oriented design of archival cultural and creative products,and puts forward the corresponding design strategies,aiming at providing theoretical support and practical guidance for the market-orien ted design of archival cultural and creative products.

关 键 词：档案服务 文创产品 可供性理论 市场化设计 文化传承 档案叙事 用户画像 个性化 

分 类 号：G279.2[文化科学—档案学]