文化与自然遗产都是人类宝贵的财富，联合国教育、科学及文化组织（UNESCO）致力于具有突出普遍价值的世界文化和自然遗产的识别、保护。申请世界文化遗产不仅是践行对于珍贵的文化遗产的保护和传承，也是国家文化出海的重要途径。面临文化遗产保护和传承过程中遇到的遗产本体损坏不可逆、传承活化难等问题，数字化手段助力文化遗产保护与传承逐渐成为申请世界文化遗产工作的新趋势。北京中轴线作为我国2024年世界文化遗产申报项目，以数字化保护和传承为要点的数字中轴，成为北京中轴线申遗的突出特点。以数字中轴为例，对于可持续社会价值的思考和传达成为数字申遗产品与传统互联网产品的最大不同之处，作为社会创新型产品，面临着该领域产品方法论及定量分析方法欠缺的挑战。本论文深度结合工作中产品管理实践，以创造社会价值为导向，由宏观到微观，聚焦展开数字申遗产品用户-社会价值的评估方法研究，创新性实现了四大成果：一是结合过往文化遗产数字化、UCD、社会价值理论及应用研究，通过创新相关领域的产品方法论，搭建了数字申遗产品用户-社会价值研究方法及框架；二是在产品方法论的指引下，尝试构建能够兼顾普适化与北京中轴线数字申遗特性的用户-社会价值评估指标体系，并将AHP这一定量与定性相结合的评估方法引入了数字申遗产品用户-社会价值研究领域，构建出价值评估模型；三是在产品方法论的指引下，将K-prototypes这一聚类算法引入了数字申遗产品用户-社会价值研究领域，探索性构建出产品用户画像，指导产品优化迭代；最后，结合数字申遗产品用户-社会价值评估模型、用户画像及IPA方法，完成了数字申遗产品即云上中轴小程序的实证优化。此外，本论文的研究成果，不仅仅适用于数字化助力北京中轴线申报世界文化遗产，对于未来其他文化遗产地申请世界文化遗产的数字化工作同样具有实用的参考价值。
Cultural and natural heritage are both precious treasures of humanity, and the United Nations Educational, Scientific and Cultural Organization (UNESCO) is committed to identifying and protecting the World Cultural and Natural Heritage with Outstanding Universal Value. Nominating for World Cultural Heritage is not only the practice of protecting and inheriting our precious cultural heritage, but also an important way for national culture to go overseas.Facing with the problems encountered in the process of cultural heritage protection and inheritance, such as irreversible damage to the heritage and difficulties in inheritance and revitalization, digital methods to help cultural heritage protection and inheritance have gradually become a new trend in nominating for World Cultural Heritage. Beijing Central Axis is nominated by the People‘s Republic of China for the 2024 World Cultural Heritage nomination project. The "Digital Central Axis" with digital protection and inheritance as the key point has become a prominent feature of Beijing Central Axis‘s nomination.Taking the "Digital Central Axis" as an example, the thinking and communication of sustainable social values has become the biggest difference between Digitization of World Heritage and traditional internet products. As socially innovative products, they are facing challenges with a lack of product methodology and quantitative analysis methods.This research is deeply combined with product management practices at work, oriented to create social value, focusing on user-social value evaluation methods research of the Digitization of World Heritage, and innovatively achieved four major results: Firstly, it combined the digitization of cultural heritage, UCD, social value theory and applied research in the past, having built a research method and framework for the user-social value of Digitization of World Heritage by innovating product methodologies in related fields;Secondly, under the guidance of product methodologies, this research tries to build an index system that can evaluate the user-social value based on universality and characteristics of Beijing Central Axis. The AHP , an evaluation method that combines quantitative and qualitative, is introduced into the research field of user-social value of Digitization of World Heritage, for constructing a value evaluation model;Then, under the guidance of product methodology, The K-prototypes , a clustering algorithm, was introduced into the research field of user-social value of Digitization of World Heritage, exploratoryly constructed the User Portrait, and guided product optimization iterations;Finally, combined with the user-social value evaluation model, User Portrait and IPA methods of Digitization of World Heritage, completed the optimization of the product—— "Cloud Central Axis" mini program.In addition, the research results of this thesis can not only be applied to help Beijing Central Axis nominate for World Cultural Heritage, but also have practical reference value for other cultural heritage sites’s digitization efforts to nominate for World Cultural Heritage in the future.
