Hierarchical Analysis of Regional Cultural and Creative Product Demand Based on Fuzzy Kano Model

. In order to accurately grasp consumers' demand for regional cultural and creative products, this paper introduced the fuzzy Kano model demand algorithm. Firstly, the initial requirements of cultural and creative products were divided into three levels, and the corresponding fuzzy Kano questionnaire was designed. Then, through questionnaire survey and matrix processing of its data, the category of demand items was clarified, and the priority calculation of demand items was carried out with the help of the better-worse coefficient. Finally, it is concluded that consumers' preference for regional cultural and creative products is mainly concentrated in the behaviour layer and reflective layer, which could provide direction for the design of regional cultural and creative products.


Introduction
Regional cultural and creative products are the means and results of regional cultural materialization and the powerful material carrier. Regional cultural products also play an extremely important role in the promotion of local culture. Cultural and creative products that gain consumer value and emotional recognition can bring regional culture into people's daily life, so that consumers can get psychological satisfaction and spiritual enjoyment. This paper analyses consumer demand information through the fuzzy Kano model to clarify consumer preference and provide a reference for regional cultural and creative product design.

Principle of fuzzy Kano model
The Kano model is mainly used to analyse consumer needs and has a guiding role in the innovative design of products. But in the traditional Kano model questionnaire, consumers' uncertain thinking is often ignored. In response to this situation, Zadeh proposed a fuzzy Kano model, which uses interval fuzzy numbers instead of deterministic values 0 and 1 [1]. Consumers can assign an arbitrary value between [0,1] according to their own situation, and the sum of the assignments is 1 (Table 1). Due to the diversity of demand elements of cultural and creative products, this paper adopts the fuzzy Kano model to grasp the real thoughts of consumers.
The Kano model divides product quality elements into five categories [2] (Figure 1). The three main tools for Kano model analysis are the Kano questionnaire, the kano evaluation form, and the kano survey results table [3]. . Kano model 3Analysis of regional cultural and creative products and extraction of demand information

The current situation of regional cultural and creative products
Due to the strong support of the state for cultural and creative industry, more and more regions have increased the investment in cultural and creative industry to enhance the soft power of culture [4]. However, most of the market a product lack of regional cultural characteristics, homogenization is serious. They do not achieve the combination of culture and design, can't meet the cultural psychological needs of consumers. Through the analysis of consumer demand information by the fuzzy Kano model, the preference of consumers can be clarified, which can provide a reference for the design of regional cultural and creative products.

Classification of consumer initial demand information
Demand analysis can provide the basis for design. In order to fully explore consumer demand, this paper adopts the methods of inquiry and survey, literature summary and so on to obtain the information of consumers' initial demand for regional cultural and creative products. Combined with the three-level theory of emotional design [5], the demand elements were classified and sorted according to the instinct layer, behavior layer and reflection layer, and the demand evaluation indexes in table 2 were obtained.

4.1Fuzzy Kano questionnaire design and data collection
The 14 level-2 indicators in table 3 were taken as the demand elements of regional cultural and creative products, and the fuzzy Kano questionnaire was designed (table 3). Offer five options: "satisfied," "reasonable," "indifferent," "acceptable," and "dissatisfied." Through questionnaire survey, consumer demand data is obtained. Analyse and sort the data, and then classify the requirements according to the Kano evaluation table  (table 4) [6]. A total of 120 questionnaires were distributed and 116 were recovered, among which 3 answered questions. The true recovery rate was 94.2%, which could guarantee the credibility of data processing.

4.2Construct fuzzy matrix to determine membership degree
User demand data is obtained by fuzzy Kano model questionnaire, and the data processing steps are as follows [7]: (1) Establish fuzzy matrix. Take E1 index in Table 3 as an example. Then the matrix to realize this element is X = � 0.4 0.5 0.1 0 0 �, and the matrix not to realize this element is Y = �0 0 0.2 0.6 0.2� .The generated interaction matrix is:  (Table 4) determines the corresponding demand type for the values in the matrix. For example, the charm quality element (a) in matrix s is S12, S13 and S14, (12, 13 and 14 represent the first row, the second column, the first row, the third column, and the first row, the fourth column), then S � = 0 + 0.08 + 0.24 = 0.32 ,and so on, its membership vector can be obtained: Introduce a confidence level α. In order to make the values more accurate, it is necessary to introduce a confidence level α(α=0.4) to filter the data in T �� . When an element in T ≥ α, the element takes 1 and vice versa. After screening, T �� = �0, 0,0,1,0� is obtained, and the demand type corresponding to e1 is the indifferent quality factor (I).

4.3Classification of demand factors for regional cultural and creative products
Repeat the above calculation process for each questionnaire. And take the result with the most occurrence times as the final demand type of this index. Taking e 1 as an example. Through statistics, 53 people believed that "cultural and creative products follow traditional utensil modelling" was the indifferent quality factor (I), with the largest proportion, so it was determined to be the indifferent quality factor. The statistical results of the whole questionnaire are shown in table 5.

4.4Priority analysis of demand factors
After determining the demand type, to further divide the demand levels, the better-worse coefficient is used to determine the priority degree [8]. Better (SI) means the satisfaction after increasing a certain factor; Worse (DSI) indicates the degree of dissatisfaction after removing a factor. Its calculation formula is as follows: According to the statistical result of the demand category, the SI and DIS values of each element can be calculated. The calculation results are shown in Table 6.

5Consumer preference analysis of regional cultural and creative products
According to the results of Table 5, among the 14 demand elements, the two demand elements belonging to the unary quality factor are: " reflect regional culture " and "commemorative significance"; the eight demand elements belonging to the glamour quality factor are: " use local patterns, "practical", "characteristic craftsmanship", " contains historical culture ", " Emotional resonance ", " contains allusions and legends ", " be interesting ", "be creative"; the four demand elements belonging to the irrelevant quality elements are: "use the shape of traditional utensils", " use local colors ", " use regional materials ", " The packing has regional characteristics ". The results show that consumers pay more attention to the demand elements of the behavioral and reflective layers than the formal needs of the instinct.

5.1Preference analysis of instinct layer
Among the five demand factors of the instinct layer, only "use regional patterns" belongs to the charm quality factor, while the rest belong to the irrelevant quality elements, which indicates that consumers have a high degree of tolerance for the index of the instinct layer. In terms of appearance, consumers pay less attention to whether the product uses the shape, color and materials of local traditional utensils. Consumer's interest point mainly concentrates on the local characteristic ornamentation. On the premise that other basic aesthetic needs are satisfied, consumers are more inclined to buy cultural and creative products with local characteristics.

5.2Behavioral layer preference analysis
Whether the demand elements of the behavior layer are satisfied has a great influence on the satisfaction of consumers. The practicality and production process of cultural and creative products are both charm quality factors, which indicates that both of them are within the range of factors for consumers to consider whether to buy products or not. Practical cultural and creative products made by local special technology can be welcomed by consumers. However, the absolute value of SI and DSI of "characteristic craftsmanship" is relatively low, indicating that compared with "practical", this factor has a small impact on consumer satisfaction. If it is in conflict with the economy, the modern manufacturing method can be considered.

5.3Reflective layer preference analysis
The demand elements of reflective layer are unitary quality elements and charm quality elements, which are the focus of consumers. Among the charm quality factors, the highest SI value is "contains historical culture". But at the same time, the "creative" DSI is -0.42, whose absolute value is higher than other reflective requirements. Therefore, regional cultural and creative products with historical background and creativity are easy to be favoured by consumers. Among the unitary quality factors, the absolute SI and DSI of "reflect regional culture" are both the highest. Therefore, this demand factor is the core of regional cultural and creative product design, and cultural and creative products with this factor are most recognized by consumers. The integration of regional culture and cultural and creative product design can enhance the highlight of design.

6Conclusion
In this paper, the fuzzy Kano model is constructed based on the current situation that the regional cultural and creative products can not effectively meet the needs of consumers. The initial demand information is hierarchically divided to provide direction for the design of regional cultural and creative products. Through the analysis of the survey data of the questionnaire, the quality categories corresponding to each demand element are clarified. Based on this, the demand item priority analysis is carried out. The results show that the focus of consumers on regional cultural and creative products is mainly reflected in the reflection layer, followed by the behavior layer. This shows that regional cultural and creative products with practicality and cultural connotation are more popular with consumers. Regional and creative products that combine practicality and spirituality can not only enhance the design highlights, but also promote the spread of regional culture.