| 王伟伟,孙嘉晨.基于层次分析的电影IP衍生品设计[J].包装工程,2019,40(18):166-170. |
| 基于层次分析的电影IP衍生品设计 |
| Design of Movie IP Derivatives Based on Analytic Hierarchy Process |
| 投稿时间：2019-04-11 修订日期：2019-09-20 |
| DOI：10.19554/j.cnki.1001-3563.2019.18.026 |
| 中文关键词: IP模型 层次分析法 用户行为与情境 衍生品设计 |
| 英文关键词: IP models Analytic Hierarchy Process (AHP) user behavior and situation derivatives design |
| 基金项目:教育部人文社科项目（14YJC760008） |
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| 中文摘要: |
| 目的 随着大众消费市场的个性化，IP产品所折射的精神内涵和价值观最终要与人们产生文化与情感上的共鸣。方法 研究电影IP的设计元素，合理提取与应用设计因子，贴合用户消费需求，提升产品文化内涵。首先，筛选影片多次出现的元素建立IP模型，按照特性构建因子图谱；其次，划分用户群体，建立典型用户角色模型，运用层次分析法，计算设计因子比重；再次，模拟用户使用行为情境，得出用户潜在需求；最后，将用户感知度高的设计因子结合用户需求融入到产品设计中。结论 基于层次分析法的电影IP衍生设计方法，不仅便于增添产品文化属性，也符合用户的行为情境，有助于人们快速识别其文化特色，更有助于提升设计对象的认同感。 |
| 英文摘要: |
| As the popular consumer market becomes more and more personalized, the spiritual connotation and values reflected by IP products will eventually have cultural and emotional resonance with people. The design elements of movie IP was studied to rationally extract and apply design factors, meet user's consumption demands, and enhance product cultural connotation. Firstly, the elements of the movie appearing for multiple times were screened to establish IP model, and construct factor map according to the characteristics. Secondly, the user group was divided to create a typical user role model, and the AHP was used to calculate the proportion of the design factor. Then, the user behavior pattern was simulated to obtain the user's potential demands. Ultimately, user-perceptible design factors and user's demands were incorporated into product design. The design method of movie IP derivative based on the analytic hierarchy process (AHP) can add product cultural attributes and conform to the user's behavioral context, which helps people to quickly identify the cultural characteristics, and is conductive to increasing the identity of the design object. |
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