The work aims to explore the key research content in the development of Pingyao cultural and creative products based on the Kano user need model through field research, highlight the highly sensitive needs of consumers in purchase, and thereby promote the development of cultural and creative products. Starting from the research on the current development status of Pingyao cultural and creative products, the common problems faced by "cultural and creative products" at present, namely, "large production and low sales volume" were introduced. Through the intervention of Kano model, the research contents of Pingyao cultural and creative products were designed. Firstly, the process of consumers purchasing cultural and creative products were divided into before purchase, during purchase, and after purchase, and the specific "demand content" was determined through interviews, surveys, and questionnaires. Then, through the Better-Worse index analysis method, the specific data on "User Need Survey of Pingyao Ancient City Cultural and Creative Products" were obtained, and the Better-Worse sensitive point distribution map was drawn on this basis. The user need content in the low and high sensitive areas was determined. And finally, the development of Pingyao cultural and creative products was specifically studied and discussed. Among the 34 items of needs, regional cultural characteristics, functional practicality, exquisite packaging, visual aesthetics, unique creativity, scenic spot awareness, and quality assurance were the key issues that needed to be studied. The development of Pingyao cultural and creative products needs to be combined with research data on user needs, as well as focused investment and support at the government level.