消费者行为视角下图书馆文化创意产品发展策略研究  

Research on the Development Strategy of Cultural and Creative Products of Libraries from the Perspective of Consumer Behaviour

作　　者：王春迎 苗含雨 李一然 周力虹[2] 王毅[4] Wang Chunying;Miao Hanyu;Li Yiran;Zhou Lihong;Wang Yi

机构地区：[1]郑州大学信息管理学院 [2]武汉大学信息管理学院 [3]福州大学经济与管理学院 [4]上海大学文化遗产与信息管理学院

出　　处：《国家图书馆学刊》2025年第1期15-24,共10页Journal of The National Library of China

基　　金：2023年国家社会科学基金项目“国家文化数字化战略背景下公共文化资源创意开发协同机制研究”(项目编号:23BTQ001);2022年河南省哲学社会科学规划年度项目“河南省黄河文化遗产智慧数据建设与活化利用研究”(项目编号:2022CZH017)的研究成果之一。

摘　　要：图书馆开发文化创意产品有助于推动中华文化创造性转化和创新性发展,满足群众高品质的文化消费需求。图书馆文化创意产品消费行为呈现以下特点:在产品维度重视品类丰富度,强调产品审美属性;在需求维度注重纪念与社交价值,情感与认知价值待满足;在渠道维度覆盖线上线下渠道,合理利用KOL效应;在价格维度拒绝高额消费,但愿意为品质和原创买单;在服务维度注重沉浸体验,馆员的服务能力影响后续消费。在对图书馆文化创意产品消费者行为的形成机制展开理论阐释的基础上,提出图书馆文创发展策略:关注消费主题演变、探索多元开发模式,满足符号消费需求、开发热销文创产品,打造新型消费场景、加强消费渠道建设,理解消费偏好革新、注重产品质量提升,提高消费服务意识、增强馆员服务能力。图1。表2。参考文献39。The development of cultural and creative products by libraries helps to promote the creative transformation and innovative development of Chinese culture,and meets the demand for high-quality cultural consumption.The consumer behaviour of cultural and creative products in libraries presents the following characteristics:in the product dimension,they attach importance to category richness and emphasize the aesthetic attributes of the products;in the demand dimension,they pay attention to commemorative and social values,while emotional and cognitive values are to be satisfied;in the channel dimension,they cover both online and offline channels,and reasonably utilize the KOL effect;in the price dimension,they refuse to consume a high amount of money,but they are willing to pay for quality and originality;in the service dimension,they pay attention to the immerse experiences,and the service ability of librarians affects subsequent consumption.On the basis of the theoretical explanation of the formation mechanism of consumer behaviour of cultural and creative products in libraries,it is proposed that libraries should pay attention to the evolution of consumption themes and explore diverse development patterns;satisfy the demands of symbolic consumption and develop popular cultural and creative products;build new consumption scenarios and strengthen the construction of consumption channels;comprehend the innovation of consumption preferences and attach importance to the improvement of product quality;improve the awareness of consumer services and enhance the service capabilities of librarians.1 fig.2 tabs.39 refs.

关 键 词：图书馆 文化创意产品 深度访谈 内容分析法 消费者行为 

分 类 号：G259.2[文化科学—图书馆学]