Analysis On Customer Needs Classification For Museum Children’s Cultural And Creative Products

Museum cultural and creative industry is an important part of the cultural industry.It can promote economic growth and meet the growing needs of the people for a better life.In recent years China’s museum cultural and creative industry developed rapidly,entering a new stage of high-quality development,but the segmented market for children’s cultural and creative products is still in its early stage.Children’s education is related to the future of a nation,and museum education is an important supplement to school education,which can promote the comprehensive development of students’ morality,intelligence,physical fitness,aesthetics,and labor.Museum cultural and creative products are an important carrier of museum education function.At present,when developing museum children’s cultural and creative products,major museums usually focus on the transformation of cultural resources,while the understanding of the demand side needs to be further strengthened.The research aims to analyze the differentiated needs of children of different age groups,classify them to determine priority needs,and thus assist in product development.In terms of research methods,Piaget’s theory of children’s cognitive development is combined with Kano’s demand analysis model,and the methods of data mining and questionnaire research are used to fully investigate the situation on both sides of market supply and demand.The study extracts product characteristics through the analysis of market products the supply side,and from the demand side,it performs cluster analysis on consumer reviews,and designs demand indicators on this basis.The research process is divided into three stages: current situation research on both sides of supply and demand,demand element extraction,Kano questionnaire survey and demand classification analysis.This study investigates the existing museum children’s cultural and creative products from the supply side and analyzes the supply characteristics and explores consumers’ online reviews from the demand side using word frequency and Latent Dirichlet Allocation Model.On this basis,6 need dimensions were obtained,and 22 demand elements were summarized in combination with cognitive development theory for investigation.Through the classification and analysis of customer needs,the following conclusions are drawn: the customer needs of museum children’s cultural and creative products can be divided into four categories: Must-be Quality,Attractive Quality,One-dimensional Quality and Indifferent Quality.Among them,the product aesthetics of the product function value dimension is a Must-be Quality;The One-dimensional Quality includes seven demand elements,including logistics quality in the dimension of shopping experience,customer service and after-sales,gift attribute of product social value dimension,and stimulation of children’s imagination and creativity in product education and cultural value dimension.The Attractive Quality includes seven demand elements,including traditional culture in the dimension of education culture,transmission of local ethnic culture,improvement of children’s logical ability,cultivation of children’s independent learning ability,and promotional activities in the dimension of shopping experience.Based on the conclusions obtained from the above research,relevant suggestions are put forward for the production and development of children’s cultural and creative products in museums: Must-be Quality should be ensued first,and it is necessary to focus on the Attractive Quality and One-dimensional Quality.At the same time,Indifferent Quality can be inverted to other Quality.Museums need to pay attention to the differentiated product development,grasp the multi-age market segment,pay attention to the core of product education and culture,and build a museum children’s cultural and creative brand,so as to promote the inheritance and dissemination of the excellent culture of the Chinese nation and the all-round development of children.