目的 以文创产品的文化表征为研究对象，以可表征文化的设计要素为评价指标，配合相关方法和工具，建立一套科学合理的文化表征评价方法，以评估文创产品的文化属性，指导文创产品的设计实践。方法 探讨文创产品的文化表征与评价指标的变量关系，运用文献分析法、问卷调查法及焦点小组讨论法梳理、分析和提取相关评价指标，结合文化层次理论和情感化设计分层原理建立了三层级12个指标的文化表征评价指标体系，运用层次分析法确立各指标权重，并按照评价流程提出了文创产品的文化表征评价方法。结论 该评价方法可以对文创产品中各设计要素的文化表征程度进行评估，为文创产品的科学评价与设计优化提供可信依据，有助于提高文创产品的文化内涵，推动文化的传承创新与价值转化。

The work aims to develop a scientific and reasonable cultural representation evaluation methodology with cultural representation of cultural and creative products as the research object, with design elements that can represent culture as evaluation indexes, in combination with relevant methods and tools, so as to estimate the cultural attributes of cultural and creative products and provide guidance on product design practice. The variable relationship between cultural representation and evaluation indicators of cultural and creative products was explored. Literature analysis, questionnaire survey, and focus group discussion methods were applied to sort out, analyze, and extract relevant evaluation indicators. Combined with the cultural hierarchy theory and the emotional design stratification principle, a three-level 12 indicator cultural representation evaluation index system was established. And the weights of each index were established according to the analytic hierarchy process. And according to the evaluation process, a cultural representation evaluation method for cultural and creative products was proposed. In conclusion, this evaluation method can evaluate the degree of cultural representation of various design elements in cultural and creative products, providing reliable basis for scientific evaluation and design improvement of cultural and creative products, assisting to promote the cultural connotation of cultural and creative products, and upgrading cultural inheritance, innovation, and value transformation.