【摘要】 近年来，中国文化创意产业蓬勃发展。该研究旨在定位消费者对湖北省博物馆荆楚文创衍生品的需求点与优先级，为今后荆楚文创衍生品的设计开发提供指导。该研究采取定性与定量相结合的方法，首先对34位消费者进行访谈，了解消费者对于湖北省博物馆不同类型荆楚文创衍生品的喜爱程度。并基于访谈结果，设计并发放共284份问卷，运用KANO数据模型分析消费者对荆楚文创衍生品的显性需求与隐性需求。研究表明，荆楚文创衍生品的产品外观、功能、品牌对消费者购买意愿影响较大，产品材质对消费者购买意愿影响较小。因此，荆楚文创衍生品的设计开发须着重改进产品外观设计、丰富产品形态、加强品牌建设。该研究以期为荆楚文创衍生品的消费需求提供了实证数据参考，为荆楚文创衍生品的设计与开发提供可行方案。更多还原

【Abstract】 In recent years, the cultural and creative industry in China has flourished. This research aims to identify the consumers′ needs and priorities regarding Jingchu cultural and creative derivatives in the Hubei Provincial Museum and provide guidance for its future development. Both qualitative and quantitative analyses have been conducted. Firstly, researchers interviewed 34 consumers in the Hubei Provincial Museum to obtain their preferences for Jingchu cultural and creative derivatives. Based on the interview results and the KANO model, 284 questionnaires were designed and distributed to analyze consumers’ demands for Jingchu cultural and creative derivatives. The research result indicates that products′ appearance, functionality, and brand largely influence customers′ purchasing willingness, while products′ material has a smaller impact. Therefore, more efforts should be made to improve Jingchu cultural and creative derivatives′ appearance, functionality, and branding in the future. This research may provide empirical data and feasible development solutions for the consumption demands of Jingchu cultural and creative derivatives更多还原