Research On Innovative Methods And Application Of Cultural And Creative Design In Colleges And Universities Based On The Theory Of Value Co-creation

College literary creation can carry users' feelings on campus and promote the construction of college brand.This field has obvious user demand and broad market prospect.However,the quality of literature and innovation in colleges and universities is uneven,with insufficient cultural connotation and poor emotional experience of users,which makes it difficult to meet the functional and emotional needs of different users.The theory of VCC(Value Co-creation)emphasizes the integration of value propositions of different users,the completion of joint creation in the interaction of multiple groups,and the sharing of values,so as to meet the design needs of college literary creation.Under the guidance of the theory of value co-creation,this paper puts forward the innovative method of cultural creation design in colleges and universities.The main research results are as follows:(1)Based on the analysis and summary of typical design methods,the framework of cultural and creative design in colleges and universities is established based on the value co-creation theory.The cultural and creative design in colleges and universities is divided into three stages: demand definition,design preparation and design realization;(2)Through literature research and user interviews,extract the needs of cultural and creative product users in colleges and universities,apply KJ method for demand clustering,apply AHP analytic method for demand hierarchy analysis,and obtain the importance of user needs as follows: cultural,aesthetic,innovation,functionality,costeffectiveness;(3)Based on the grounded theory method,this paper studies the case materials of cultural innovation and value co-creation in colleges and universities,and summarizes the value co-creation dimensions of cultural innovation in colleges and universities as follows: platform management dimension,information management dimension,user management dimension;(4)According to the value co-creation dimension of cultural and creative institutions in colleges and universities,design management strategies are analyzed respectively:(1)Platform management strategies include design process interaction,co-creation of information and design decision-making democracy;(2)Information management strategy includes information selection and integration,knowledge management in various forms,the use of information management tools,the establishment of an innovative knowledge base,and the guidance of users' information sharing behavior;(3)The user management strategy includes paying attention to core users,enhancing benefit perception,meeting different needs,and flattening the management structure;(5)Based on the user demand,co-creation dimension and design management strategy of cultural innovation in colleges and universities,an innovative method of cultural innovation in colleges and universities based on the value co-creation theory is proposed.Taking Nanjing University of Science and Technology as an example,the design innovation method is used to carry out the co-creation practice of cultural innovation in colleges and universities,and the feasibility and effectiveness of the method are verified.