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  本文選題：民族工藝品 + 品牌構(gòu)建�。� 參考：《昆明理工大學(xué)》2009年碩士論文

【摘要】：21世紀(jì),越來越多的非物質(zhì)文化遺產(chǎn)瀕臨滅絕,手工藝作為非物質(zhì)文化遺產(chǎn)的一項,面臨著同樣的困境。如何保護(hù)非物質(zhì)文化遺產(chǎn)的研究已經(jīng)越來越多,而手工藝在眾多的非物質(zhì)文化遺產(chǎn)中,有著自己的特殊性,那就是它能產(chǎn)生手工藝品,能走向市場產(chǎn)生經(jīng)濟(jì)效益,可以走保護(hù)與開發(fā)并行的道路。那么如何讓手工藝品走向市場,產(chǎn)生良好的經(jīng)濟(jì)效益呢?構(gòu)建民族工藝品品牌是良好的途徑。目前我國關(guān)于民族工藝品的研究,大多停留在民族工藝品的營銷研究上,缺乏對民族工藝品品牌構(gòu)建的深入研究。 本文首先對國內(nèi)外關(guān)于品牌構(gòu)建的研究進(jìn)行梳理,接著綜述了國內(nèi)外關(guān)于民族手工藝品的商業(yè)化路徑研究,最后對國外關(guān)于品牌形象模型的研究進(jìn)行對比研究,為本文的研究進(jìn)行初步的鋪墊。然后,分別從兩個角度去研究影響民族工藝品品牌構(gòu)建的影響因素,一方面是企業(yè)內(nèi)部的影響因素,另一方面是消費者影響因素。企業(yè)內(nèi)部的影響因素主要是根據(jù)前人的研究和本人以前對民族工藝品企業(yè)的實地調(diào)研,擬定出影響因素讓民族工藝品企業(yè)的經(jīng)營者打分,找出這些影響因素的重要程度。消費者影響因素主要是根據(jù)貝爾的品牌形象模型和菲利普的消費者購買行為模型,構(gòu)建了民族工藝品品牌構(gòu)建的消費者影響因素模型假設(shè),得到了一個包括四個維度,具體分為18個要素的指標(biāo)體系。然后通過實證研究,運用因子分析法來找出影響民族手工藝品品牌構(gòu)建的主要影響因素,通過結(jié)構(gòu)方程模型因子驗證來總結(jié)出各個維度的重要程度。 根據(jù)數(shù)據(jù)分析的結(jié)果,企業(yè)內(nèi)部影響因素的分析結(jié)果顯示,在構(gòu)建民族工藝品品牌的過程中,最重要的影響因素是獨特的手工藝技術(shù)、政府的大力支持、充裕的資金等因素；而未能建立品牌的主要障礙是資金有限、缺乏構(gòu)建品牌的專業(yè)知識、缺少政府的支持。通過因子分析法對品牌構(gòu)建的消費者影響因素分析結(jié)果顯示,民族工藝品品牌構(gòu)建的消費者影響因素主要分為四大類：產(chǎn)品形象、企業(yè)形象、價格影響、促銷影響,每個大類下面又分為很多具體因素(具體見正文4.3節(jié))。然后通過結(jié)構(gòu)方程模型驗證性因子分析,結(jié)果顯示在四大類影響因素中,產(chǎn)品形象維度的影響最大,其次是價格影響維度,最后是企業(yè)形象維度和促銷影響維度。 最后,根據(jù)上面數(shù)據(jù)分析的結(jié)果,對案例地的民族工藝品企業(yè)的品牌構(gòu)建提出建議；然后根據(jù)企業(yè)內(nèi)部影響因素和消費者影響因素兩個方面分別對整個民族工藝品行業(yè)的品牌構(gòu)建提出建議；最后提出的本文研究中的不足和將來繼續(xù)研究的方向。
[Abstract]:In the 21st century, more and more intangible cultural heritages are on the verge of extinction. Handicrafts, as one of the intangible cultural heritages, are facing the same dilemma. There have been more and more studies on how to protect intangible cultural heritage, and handicraft has its own particularity in many intangible cultural heritages, that is, it can produce handicrafts and produce economic benefits in the market. You can take the path of parallel protection and development. So how to make handicrafts go to the market to produce good economic benefits? Constructing national handicraft brand is a good way. At present, the research on ethnic handicrafts in China, mostly stay on the marketing of ethnic handicrafts, lack of in-depth research on the brand construction of ethnic handicrafts. This paper firstly combs the research on brand construction at home and abroad, then summarizes the research on the commercial path of national handicrafts at home and abroad, and finally makes a comparative study on the brand image model abroad. For the study of this paper for the preliminary foreshadowing. Then, from two angles to study the influence factors of national handicraft brand construction, on the one hand, the internal factors of enterprises, on the other hand, consumer factors. The internal influencing factors of the enterprises are mainly based on the previous research and the field investigation of the ethnic handicraft enterprises before, and the influencing factors are drawn up for the managers of the ethnic handicraft enterprises to score, and to find out the importance of these influencing factors. According to Bell's brand image model and Philip's consumer purchase behavior model, the consumer influence factor model hypothesis of national handicraft brand construction is constructed, and a four dimensions is obtained. The index system is divided into 18 elements. Then through empirical research, using factor analysis to find out the main factors that affect the construction of national handicraft brand, through structural equation model factor validation to sum up the importance of each dimension. According to the results of data analysis, the analysis results of the internal factors of enterprises show that, in the process of building national handicraft brand, the most important factors are unique handicraft technology, strong support from the government, abundant funds and so on. The main obstacles to the failure to build a brand are limited funds, lack of brand building expertise and lack of government support. The results of factor analysis show that the factors influencing the brand construction of ethnic handicrafts are divided into four categories: product image, enterprise image, price influence and promotion effect. Each broad category is subdivided into a number of specific factors (see section 4.3 below). Then through the confirmatory factor analysis of structural equation model, the results show that the product image dimension has the greatest influence, followed by the price dimension, the enterprise image dimension and the promotion impact dimension. Finally, according to the results of the above data analysis, put forward some suggestions on the brand construction of the national handicraft enterprises in the case; Then according to the internal factors of enterprise and consumer influence factors of the brand construction of the whole national handicraft industry respectively put forward suggestions; finally put forward the shortcomings of this study and the direction of future research.
【學(xué)位授予單位】：昆明理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：J509.2-F

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 顏晗;村寨旅游利益相關(guān)者的利益影響因素研究[D];昆明理工大學(xué);2011年

2 徐國麒;民族村寨旅游開發(fā)利益分配機(jī)制的社區(qū)影響研究[D];昆明理工大學(xué);2011年

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本文編號：1815836