基于客户感知价值的电商平台文创产品优化发展对策研究

Research on the Optimization and Development Countermeasures of Cultural and Creative Products on E-Commerce Platforms Based on Customer Perceived Value

摘要: 近年来，政府越来越重视文化教育事业，鼓励企业利用非物质文化遗产资源提升产品品质与文化内涵。然而，在移动互联网的推动、精准化的数据支持下，电商平台文创产品同质化严重，缺乏创意，与文物联系浅显。本文以电商文创产品受众为研究对象，从客户感知价值角度出发，通过访谈与问卷调查收集数据，利用SPSS分析消费者购买意向与满意度。基于分析结果，提出将客户感知价值融入文创产品的优化对策，旨在指导商家依据文化属性制作产品，提升客户满意度，为文创企业与地方文化产业的可持续发展提供参考与思路。

Abstract: In recent years, the government have increasingly emphasized cultural and educational undertakings, encouraging enterprises to utilize intangible cultural heritage resources to enhance the quality and cultural connotation of their products. However, driven by the mobile internet and supported by precise data, the cultural and creative products on e-commerce platforms are highly homogeneous, lack creativity, and have a superficial connection with cultural relics. This paper takes the audience of e-commerce cultural and creative products as the research object, starting from the perspective of customer perceived value, collecting data through interviews and questionnaires, and using SPSS to analyze consumers’ purchase intentions and satisfaction. Based on the analysis results, it proposes optimization strategies for integrating customer perceived value into cultural and creative products, aiming to guide merchants to produce products based on cultural attributes, enhance customer satisfaction, and provide references and ideas for the sustainable development of cultural and creative enterprises and local cultural industries.