摘要：目的 针对消费升级背景下文创产品面临的非刚需、同质化等痛点与困境，以消费者购买行为为切入点，寻求面向复杂消费群体进行差异化设计的新途径。方法 基于消费者细分理论，从“行为能力”、“目的动机”、“态度意识”3个维度观察并记录消费者的购买行为，利用三维知觉图的形式对购买行为数据进行整理并聚类。结果 以岳麓书院文创产品的实际销售情况为例，得到10个文创产品消费者类型，同时通过特征提取，完成典型消费者用户画像的构建。结论 基于购买行为的消费者分类与画像构建，能够协助文创从业人员理解客户心理、定位消费群体、把握市场需求、合理选择新品开发的方向，创造满足不同消费群体需求的针对性设计营销方案。
关键词：用户画像；文创产品；购买行为；消费者需求
ABSTRACT: Objective In view of the background of consumption upgrade, the pain points and dilemmas of non-rigidity demand and homogenization faced by creative products, taking consumer’s purchasing behavior as the entry point to seek a new path of differentiated design for complex consumer groups. Method Based on the theory of consumer segmentation, consumer’s purchasing behavior is observed and recorded from three dimensions of behavior ability, purpose motivation and attitude awareness, and the data of purchasing behavior is sorted and clustered in the form of three-dimensional perceptual mapping. Result Taking the actual sales of creative products in Yuelu Academy as an example, ten types of consumers of cultural and creative products are obtained. Through feature extraction, the construction of typical consumer persona is completed. Conclusion The construction of consumer classification and persona based on purchasing behavior can help related practitioners to understand customer psychology, define consumer groups, grasp market demand, reasonably select the direction of new product development, and create targeted design marketing programs to meet different types of consumers.
KEY WORDS: persona; cultural creative products; purchasing behavior; consumer demand
作者简介：江子馨（1996—），女，湖北天门人，湖南大学设计艺术学院硕士研究生，主要研究方向为文创产品设计开发。季铁（1972—），男，湖南岳阳人，湖南大学设计艺术学院教授，主要研究方向为社区研究与地域文化创新。