基于扎根理论的蒙古族文创产品设计研究

目的 在新消费时代下，必须精准把握顾客需求价值，才能设计出优秀的文创产品。以蒙古族文创产品设计为例，深入分析当地消费者的需求价值，探索文创产品的设计途径，提高文创产品供需市场的有效对接。方法 运用扎根理论展开实地访谈，对访谈文本进行编码分析及逻辑关系构建，得到包含12个核心概念和功能价值、体验价值、创新价值3个层次的需求价值体现模型。结果 将需求价值体现模型作为指导思想运用到文创产品的设计过程中，完成蒙古族文创产品设计的创意来源选择、文化元素提取与成品设计展示。结论 消费者需求价值体现模型可以有效地指导文创产品设计、创新和品牌提升，以此为基础设计出的文创产品才能够占据更多的竞争优势，促进当地文创市场的活力，同时对蒙古族非遗文化的传承、保护和开发具有重要的现实意义。

Design of Mongolian Cultural and Creative Products Based on Rooted Theory

In the new consumption era, the value of customer demand should be accurately grasped to design excellent cultural and creative products. With the design of Mongolian cultural and creative products as an example, the work aims to analyze the demand value of local consumers in depth, explore the design ways of cultural and creative products, and improve the effective docking of the supply and demand markets of cultural and creative products. The rooted theory was applied to carry out field interviews. Coding analysis and logical relationship construction of the interview text were conducted. A demand value embodiment model which included 12 core concepts and functional value, experience value and innovation value was obtained. The demand value embodiment model was applied as the guiding ideology in the design process of literary and creative products to complete the selection of creativity sources, the extraction of cultural elements and the display of finished product design. The consumer demand value embodiment model can effectively guide the design, innovation and brand promotion of cultural and creative products, and the cultural and creative products designed on this basis can occupy a strong competitive advantage and promote the vitality of the local cultural and creative market. At the same time, it has important practical significance for inheritance, protection and development of Mongolian intangible culture.