Z世代红色文创产品的消费行为与营销策略研究

Research on the Consumption Behaviors and Marketing Strategies of Red Cultural and Creative Products by Generation Z

摘要: 红色文创产品是唤醒历史记忆和推动经济发展的重要载体。在文旅融合和智媒体时代的大背景之下，Z世代群体作为“数字原住民”，已逐渐成为红色文创产品消费的主流群体。伴随互联网而生而长的Z世代群体，在消费过程中呈现出个性化、数字化、圈层化等特征。从代际角度看，Z世代群体与以往世代相比之所以存在以上鲜明的消费共性深受个体心理驱动、数字技术发展及社交圈层化的影响。积极的营销策略不仅推动产品成为文化消费市场新亮点，创造经济价值，还有利于促进历史文化的保护与传承。然而，基于Z世代的消费行为及需求分析，当前Z世代在红色文创产品的消费和营销过程中均陷入困境。消费层面，Z世代面临产品体验感不足、产品情感共鸣弱、消费场景单一化等窘境。营销层面，企业存在宣传推广乏力、品牌定位模糊、跨界联动不足等问题。因此，通过打造差异化实用产品，提升多维体验；强化情感联结，引发情感共鸣；拓展消费场景，增强参与深度；精准定位传播，塑造年轻化品牌IP；深化跨界联动，实现破圈营销等路径，旨在提升对红色文创产品的用户粘性，进一步增强红色文化影响力。

Abstract: Red cultural and creative products are important carriers for awakening historical memory and promoting economic development. Against the backdrop of the integration of culture and tourism and the era of smart media, the Generation Z, as “digital natives”, has gradually become the mainstream consumer group of red cultural and creative products. The Generation Z, which has grown up with the Internet, shows characteristics such as personalization, digitalization, and clustering in the consumption process. From a generational perspective, the distinct consumption commonalities of the Generation Z compared to previous generations are deeply influenced by individual psychological drivers, the development of digital technology, and the clustering of social circles. Positive marketing strategies not only make products new highlights in the cultural consumption market and create economic value, but also help promote the protection and inheritance of historical culture. However, based on the consumption behavior and demands of the Generation Z, both the consumption and marketing of red cultural and creative products by the Generation Z are currently in a predicament. On the consumption side, the Generation Z faces problems such as insufficient product experience, weak emotional resonance, and a single consumption scene. On the marketing side, enterprises encounter issues such as weak promotion, ambiguous brand positioning, and insufficient cross-border collaboration. Therefore, through paths such as creating differentiated and practical products, enhancing multi-dimensional experiences; strengthening emotional connections to evoke emotional resonance; expanding consumption scenarios to deepen participation; precisely positioning communication to shape a youthful brand IP; and deepening cross-border collaboration to achieve cross-border marketing, the aim is to enhance user stickiness to red cultural and creative products and further increase the influence of red culture.