本文選題：符號(hào)消費(fèi)　切入點(diǎn)：符號(hào)學(xué)　出處：《南京理工大學(xué)》2016年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著社會(huì)形態(tài)的不斷發(fā)展演變,旅游業(yè)已逐步成為國(guó)際經(jīng)濟(jì)發(fā)展中規(guī)模最大、發(fā)展最迅速的產(chǎn)業(yè)之一,各地的旅游景區(qū)開發(fā)建設(shè)工作在不斷地開展與完善,旅游業(yè)的覆蓋人群在逐年呈幾何倍數(shù)增長(zhǎng),同時(shí),作為旅游業(yè)重要組成部分的旅游紀(jì)念品市場(chǎng)也得到了迅速發(fā)展。需求的快速增長(zhǎng)導(dǎo)致市場(chǎng)做出迅速擴(kuò)大的應(yīng)激反應(yīng),然而,旅游紀(jì)念品設(shè)計(jì)研發(fā)的速度與市場(chǎng)擴(kuò)大的速度并未形成一致步調(diào),因此造成各地競(jìng)相復(fù)制模仿、同質(zhì)化異常嚴(yán)重的現(xiàn)狀。這與當(dāng)下豐富的物質(zhì)生活條件下,人們?nèi)找嬖鲩L(zhǎng)的自我認(rèn)識(shí)需求和日漸強(qiáng)烈的社會(huì)認(rèn)同感相違背。價(jià)值觀念的變化誘導(dǎo)生活方式的改變,生活方式的改變催生消費(fèi)社會(huì)的產(chǎn)生,而消費(fèi)社會(huì)的存在又會(huì)不斷促進(jìn)著生活方式和價(jià)值觀念的改變。隨著社會(huì)生產(chǎn)力的持續(xù)提高,社會(huì)經(jīng)濟(jì)結(jié)構(gòu)也在不斷演變,從最開始的以生存需求為主導(dǎo)的物品交換,到以生活需要為基礎(chǔ)的等價(jià)交換,再到物質(zhì)豐富以后,為了提升生活舒適度所進(jìn)行的有選擇性的消費(fèi)。發(fā)展到今天,我們所處的社會(huì)已然轉(zhuǎn)化成了以消費(fèi)為主導(dǎo)的“消費(fèi)社會(huì)”。在消費(fèi)社會(huì)背景下,人們的消費(fèi)行為除了滿足最原始的生存需求外,還要滿足自我認(rèn)知和社會(huì)認(rèn)同感等需求,通過對(duì)“物”的消費(fèi)來體現(xiàn)自身的社會(huì)屬性、價(jià)值觀念、精神世界等。而此時(shí),所有被消費(fèi)的“物”都具有符號(hào)屬性,承載著特定的文化元素,表征著相應(yīng)的意義。旅游紀(jì)念品更是如此,它多被用于饋贈(zèng)、紀(jì)念等用途,物化的外表只是載體,地域文化符號(hào)的合理運(yùn)用才是根本。論文本著改變目前旅游紀(jì)念品市場(chǎng)同質(zhì)化嚴(yán)重現(xiàn)象的初衷,以符號(hào)學(xué)的視角,通過分析旅游紀(jì)念品中地域文化符號(hào)傳達(dá)的影響因素,調(diào)研目前市場(chǎng)旅游紀(jì)念品中地域文化符號(hào)的可識(shí)別程度,研究消費(fèi)者的認(rèn)知心理、行為模式因素以及地域文化的可識(shí)別評(píng)價(jià)等,綜合考慮各方面因素,從不同層面提出應(yīng)用地域文化進(jìn)行旅游紀(jì)念品設(shè)計(jì)的原則,為現(xiàn)實(shí)設(shè)計(jì)提供借鑒和指導(dǎo),使其滿足多樣化的消費(fèi)需求和激烈的市場(chǎng)競(jìng)爭(zhēng),并為地域文化的傳承發(fā)展提供途徑與方法。
[Abstract]:With the development and evolution of society, tourism has gradually become one of the largest and most rapidly developing industries in the international economic development. The number of people covered by tourism has increased exponentially year by year. Meanwhile, as an important part of tourism, the market of tourist souvenirs has also developed rapidly. The rapid growth of demand has led to a rapid expansion of the market stress response, however, The speed of the design and development of tourist souvenirs has not formed a consistent pace with the speed of market expansion, which has resulted in a situation in which various places are competing to copy and imitate, and the homogeneity is extremely serious. This is similar to the rich material living conditions at present. People's growing need for self-awareness and increasingly strong social identity are contrary. Changes in values lead to changes in lifestyle, and lifestyle changes lead to the emergence of consumer societies. And the existence of consumer society will constantly promote the change of life style and values. With the continuous improvement of social productivity, the social and economic structure is also constantly evolving, from the beginning of the exchange of goods dominated by survival needs. To the exchange of equal value based on the needs of life, and then to the material enrichment, the selective consumption in order to enhance the comfort of life. To this day, The society we live in has been transformed into a consumption-oriented "consumer society." in the context of a consumer society, people's consumption behavior not only meets the most primitive needs for survival, but also needs such needs as self-recognition and social identity. Through the consumption of "things" to reflect their own social attributes, values, spiritual world, etc. At this time, all the "things" consumed have symbolic attributes, carrying specific cultural elements, This is especially true of tourist souvenirs, which are often used for gifts, memorials, etc. The appearance of materialization is just a carrier. The rational use of regional cultural symbols is fundamental. In order to change the original intention of the homogenization of tourism souvenir market at present, the paper analyzes the factors influencing the transmission of regional cultural symbols in tourist souvenirs from the perspective of semiotics. To investigate the recognizable degree of regional cultural symbols in market souvenirs, the cognitive psychology of consumers, the factors of behavior pattern and the identifiable evaluation of regional culture, etc. This paper puts forward the principle of applying regional culture to tourism souvenir design from different aspects, which provides reference and guidance for practical design, and makes it meet diversified consumption demand and fierce market competition. And provides the way and the method for the regional culture inheritance and development.
【學(xué)位授予單位】：南京理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：TB472

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