Research On Customer Perceived Value Of Cultural And Creative Products Of Chengdu Museum

In recent years,with the promotion of cultural consumption upgrade,museum social function change and policy support,China's museum cultural creative industry has ushered in rare development opportunities.All kinds of museum cultural and creative products that combine traditional culture with modern aesthetics and lifestyles are all the rage,realizing a double harvest in economic and cultural benefits.At present,Chengdu is vigorously promoting the construction of world famous cultural and creative city.Chengdu Museum,an important historical and cultural IP of Chengdu,is supposed to offer sufficient development and service support for the cultural and creative industry.However,compared with domestic first-class urban museums,the cultural and creative products of Chengdu Museum have a large gap in terms of type,sales volume and influence.This paper takes the customers of cultural and creative products of Chengdu Museum as the research object,exploring the customer perceived value of museum cultural and creative products,and analyzing the existing problems in the cultural and creative products of Chengdu Museum,and it proposes related countermeasures.The specific content includes the following three aspects.Firstly,this paper explores the dimensions of customer perceived value of museum cultural and creative products,and forms a measurement scale.This study uses the research methods of semi-structured interview and grounded theory to collect,collate and analyze the interview data.Based on interviews and existing research results of customer perceived value,the theoretical dimensions and measurement scales of customer perceived values of museum cultural and creative products are initially formed.In sequence,a questionnaire is formed based on the scale,and a field survey is conducted at Chengdu Museum.This paper applies statistical analysis software of SPSS 21.0 and AMOS 21.0 to conduct exploratory and confirmatory factor analysis on the collected sample data,and to test the reliability and validity of the scale.According to the analysis results,the measurement scale of customer perceived value for museum cultural and creative products is adjusted in the current paper.The final constituted dimensions of the customer perceived value of museum cultural and creative products include seven dimensions: cultural value,creative value,aesthetic value,functional value,situation value,social value,and perceiving cost.Each dimension is composed of2 or more measurement indicators,including 18 measurement indicators in total.Secondly,this paper evaluates the customer perceived value of cultural and creative products of Chengdu Museum.The IPA(Importance-Performance)analysis is used to compare the importance score of each measurement index of the customer perceived value of the cultural and creative products with the actual performance score of the Chengdu Museum.Four-quadrant charts are used to indicate the two-dimensional distribution of each measurement index,and explain the indicators in each quadrant.The problems that are identified to be important to improve the customer perceived value of cultural and creative products in Chengdu Museum include: firstly,the ineffective expression of cultural spirit and connotation of the museum by cultural and creative products in the museum;secondly,the insufficiency of the innovation and uniqueness of the products;thirdly,the lack of good texture of products.Thirdly,this paper proposes five suggestions based on the previously analyzed conclusions so as to enhance the customer perceived value of cultural and creative products in Chengdu Museum.Firstly,deepening the cultural connotation and highlighting the regional characteristics.Secondly,building a creative platform and exploring technological empowerment.Thirdly,improving product aesthetics and enhancing overall quality.Fourthly,focusing on atmosphere construction and building exhibition-type consumption scenarios.Fifthly,improving product recognition and building cultural and creative brand.