目的 解决传统村落文创产品如何进行特色化设计的问题。方法 首先，通过KANO模型结合层次分析法进行木棉村文创产品设计需求类型的筛选及重要程度排序;其次，通过景观基因识别法提取木棉村文化基因;最后，运用分析结果来执行设计方案，并使用模糊综合评价法来评定设计方案的可行性。结果 结合上述方法进行木棉村文创设计实践，取得了较好的效果，能够提高文化元素利用的丰富性和准确性;能够清晰、系统地分析目标用户需求及重要程度，进而降低设计师的主观偏差，提高设计评价的客观性。结论 针对传统村落特定的文化内涵和资源特点，开发出注重人文情感化的文创产品，且兼顾目标客户精神层面的满足和情感体验，符合市场需求。对其他传统村落文创设计有一定的参考和借鉴作用。

The work aims to solve the problem of how to characterize the design of cultural and creative product families in traditional villages. Firstly, a KANO model was combined with the hierarchical analysis method to screen and rank the importance of the type of demands for cultural and creative product design in Mumian Village; Secondly, the landscape gene identification method was used to extract the cultural genes of Mumian Village; Lastly, the analysis results were used to execute the design scheme, and the fuzzy comprehensive evaluation method was used to assess the feasibility of the design scheme.The combination of the above methods for the practice of cultural and creative design in Mumian Village achieved good results, which could improve the richness and accuracy of the utilization of cultural elements; It could clearly and systematically analyze the needs of the target users and rank their degree of importance, which in turn reduced the subjective bias of the designers and improved the objectivity of the design evaluation.The research can seize the specific cultural connotation and resource characteristics of traditional villages, develop cultural and creative products focusing on humanistic emotionality while taking into account the satisfaction of the spiritual level and emotional experience of the target customers. It is in line with the market demand and is a reference for other traditional villages to design cultural and creative products.