目的 准确探究消费者对博物馆文创设计属性的偏好特征，有效地对博物院文创产品创新路径进行探索。方法 通过层次分析法从物境、情境、意境三个层次提取博物馆文创产品设计的特征属性，引入模糊Kano模型分析用户对各个层次及各个特征的偏好程度。结果 建立了博物馆文创设计评价体系，定量分析了不同特征属性的相关喜爱度和相关必要度的差异。结论 指出未来博物馆文创设计开发的多层次、深层次发展的定位，提出重点–亮点–基本点的创新策略。

The paper aims to explore the characteristics of consumers' preferences for museum cultural and creative products, so as to effectively explore the innovation path of museum cultural creation design. The fuzzy Kano model is introduced to analyze the user's preference for each level and feature. The evaluation system of museum cultural and creative design is established, and the differences of related likability and related necessity of different characteristic attributes are analyzed quantitatively. This paper points out the multi-level and deep-seated development orientation of the future museum cultural and creative design, and puts forward the innovation strategy of focus - highlight - basic point.