目的 文旅融合背景下，了解顾客对红色文创产品的感知价值情况，对红色文创产品设计具有重要意义。基于顾客感知价值理论及红色文创产品特征，建构红色旅游文创产品顾客感知价值模型，通过问卷调查获取影响顾客购买红色旅游文创产品的感知价值情况，提出设计策略。方法 运用结构方程式(SEM)验证模型效度，利用探索性因子分析与相关性分析等，获取顾客对红色文创产品的感知价值影响状况。结果 模型拟合度良好，各影响因子之间存在对应的显著影响关系，为设计策略的提出提供了科学依据。结论 红色旅游文创产品顾客感知价值模型的提出，为从业者获取顾客感知价值数据提供了调查工具。顾客感知价值影响因子分析结果与设计策略的提出，为红色文创产品设计研究和实践，提供新的视角与理论支持。

In the context of cultural and tourism integration, understanding customers' perceived value of red cultural and creative products is crucial for their design. The work aims to construct a customer perceived value model for red tourism cultural and creative products based on the theory of customer perceived value and the characteristics of red cultural and creative products, conduct a questionnaire survey to obtain the perceived value factors influencing customers' purchase of red tourism cultural and creative products, and propose design strategies. The validity of the model was verified by Structural Equation Modeling (SEM), and exploratory factor analysis and correlation analysis were employed to determine the influence of perceived value on customers. The results showed that the model had a good fit and that there were significant relationships between the influencing factors, providing a scientific basis for the proposed design strategies. The introduction of the customer perceived value model for red tourism cultural and creative products offers practitioners a tool to gather customer perceived value data. The analysis of influencing factors and the proposed design strategies offers new perspectives and theoretical supports for research and practice in the design of red cultural and creative products.