本文關(guān)鍵詞： 洛陽牡丹花會 節(jié)慶 市場化 經(jīng)濟效益　出處：《鄭州大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：20世紀(jì)80年代以來,我國各地政府為了地方經(jīng)濟的發(fā)展積極扶持、推動各類旅游節(jié)慶的發(fā)展,使得今天各類旅游節(jié)慶遍布我國大江南北,這股全國各地舉辦旅游節(jié)慶的熱潮引起了學(xué)術(shù)屆對此類新事物的關(guān)注。但是國內(nèi)有關(guān)旅游節(jié)慶的研究目前還處于起步階段,不能很好的滿足旅游節(jié)慶實踐發(fā)展的要求。我國旅游節(jié)慶由于其在特殊體制背景下產(chǎn)生,它的發(fā)展歷程必然要經(jīng)歷不同運作模式的轉(zhuǎn)變。本文選取目前正在嘗試市場化運作模式的洛陽牡丹花會為研究對象,從花會的經(jīng)濟效益角度來探討花會的市場化運作。雖然國內(nèi)關(guān)于旅游節(jié)慶市場化運作的研究成果在逐漸的增多,但是從定量角度研究具體案例的較少,因此本研究對洛陽牡丹花會市場化運作經(jīng)濟效益的提升及豐富旅游節(jié)慶及旅游節(jié)慶市場化運作研究成果都具有一定的理論和現(xiàn)實意義。 本文主要由以下內(nèi)容構(gòu)成： (1)分析了洛陽牡丹花會市場化運作經(jīng)濟效益的研究背景及研究意義。在回顧了已有的相關(guān)文獻(xiàn)的基礎(chǔ)上,對國內(nèi)外研究現(xiàn)狀進行綜述。隨后對旅游節(jié)慶、市場化等相關(guān)概念進行了明確界定,經(jīng)濟效益主要從狹義與廣義兩方面進行了界定。 (2)對洛陽牡丹花會進行了概述,并簡述了其發(fā)展三個歷程即政府運作階段、市場化運作初步引入階段、市場化運作走向成熟階段的發(fā)展概況,不僅包括運作模式的發(fā)展情況,還涉及由此引起的可視性變化情況。 (3)從洛陽牡丹花會政府運作過程中的政府失靈與洛陽牡丹花會運作結(jié)構(gòu)模型的構(gòu)建與分析兩個角度對洛陽牡丹花會引入市場化機制做了理論解析。在此基礎(chǔ)上,隨后運用搜集的數(shù)據(jù)采用成本-收益分析法對洛陽牡丹花會三個不同發(fā)展歷程的經(jīng)濟效益從狹義與廣義角度進行了研究分析,并對不同階段的經(jīng)濟效益進行了對比分析,最終展示了市場因素的引入對花會經(jīng)濟效益較大的提升作用,凸顯了政府主導(dǎo)、市場化運作洛陽牡丹花會的優(yōu)勢。 (4)要提升洛陽牡丹花會市場化運作經(jīng)濟效益,主要是從市場化運作機制的完善角度努力。可以建立洛陽牡丹花會的產(chǎn)權(quán)制度；培育多個市場主體；完善洛陽牡丹花會多元籌資機制；加大花會專業(yè)人才培養(yǎng)力度；促進洛陽牡丹花會市場化運作模式的完善,提高花會的運作水平,實現(xiàn)花會經(jīng)濟效益的提升。
[Abstract]:Since 1980s, the local governments have actively supported the development of local economy and promoted the development of various tourism festivals, which have made all kinds of tourism festivals spread across the whole river and north and south of our country today. This upsurge in holding tourism festivals around the country has aroused academic attention to such new things. However, domestic research on tourism festivals is still in its infancy. It can not meet the requirements of the development of tourism festival practice. Due to its special institutional background, the tourism festival in our country has come into being. The course of its development is bound to undergo changes in different operation modes. This paper selects Luoyang Peony Flower meeting, which is currently trying to operate in a market-oriented mode, as the object of study. This paper discusses the marketing operation of flower fairs from the angle of economic benefits of flower fairs. Although the results of domestic research on the marketing operation of tourism festivals are increasing gradually, there are fewer specific cases in terms of quantitative study. Therefore, this study has certain theoretical and practical significance for the promotion of economic benefits of Luoyang Peony Flower Fair market operation and the enrichment of tourism festival and tourism festival market operation research results. This paper is composed of the following contents:. 1) analyzing the research background and significance of the economic benefit of Luoyang peony flower fair market-oriented operation. On the basis of reviewing the existing relevant documents, this paper summarizes the current research situation at home and abroad. The related concepts such as marketization are clearly defined, and economic benefits are mainly defined in narrow sense and broad sense. (2) the paper summarizes the development of Luoyang Peony Flower Fair, and briefly describes the three stages of its development, that is, the stage of government operation, the stage of initial introduction of market operation, and the general situation of development of market operation towards mature stage, including not only the development of operation mode. The resulting visibility changes are also involved. 3) from the point of view of the government failure in the government operation of Luoyang Peony Flower Association and the construction and analysis of the operating structure model of Luoyang Peony Flower Guild, this paper makes a theoretical analysis on the market-oriented mechanism of Luoyang Peony Flower Fair. Then using the collected data to analyze the economic benefits of the three different development processes of Luoyang Peony Flower Fair in narrow sense and broad sense, and compare and analyze the economic benefits of different stages, using the cost-benefit analysis method to analyze the economic benefits of Luoyang Peony Flower Fair in the narrow sense and in a broad sense. Finally, the introduction of market factors on the greater economic benefits of the promotion of the role, highlighted the government-led, market-oriented operation of Luoyang Peony Flower Fair advantage. 4) to improve the economic benefit of Luoyang Peony Flower Fair marketization, it is mainly from the angle of perfecting market operation mechanism that the property right system of Luoyang Peony Flower Fair can be established, and many market subjects can be cultivated. Improve the multi-financing mechanism of Luoyang Peony Flower Fair; increase the training of professional personnel; promote the improvement of Luoyang Peony Flower Fair market-oriented operation mode, improve the level of the operation of the Flower Fair, and realize the improvement of the economic benefits of the Flower Fair.
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F592.7

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前3條

1 黃子婧;改進“安仁縣春分藥王節(jié)”營銷策略研究[D];湖南師范大學(xué);2013年

2 鄭\，

本文編號：1555001