本文選題：特需商品　切入點(diǎn)：旅游購物資源　出處：《中央民族大學(xué)》2012年博士論文　論文類型：學(xué)位論文

【摘要】：中國少數(shù)民族特需商品(以下簡(jiǎn)稱“特需商品”)是少數(shù)民族群眾在長期的實(shí)踐過程中,為不斷適應(yīng)特殊的生產(chǎn)生活環(huán)境而創(chuàng)造和沿用至今的用品,是少數(shù)民族日常生產(chǎn)生活中不可缺少的組成部分。這類商品具有鮮明的民族特點(diǎn),明確的消費(fèi)群體,地域性強(qiáng),歷史文化悠久。它是我國民族貿(mào)易工作的重要內(nèi)容和核心任務(wù),是保障少數(shù)民族群眾生產(chǎn)生活需要的重要基礎(chǔ),是推動(dòng)民族團(tuán)結(jié)繁榮的經(jīng)濟(jì)動(dòng)力,是民族文化展示的流動(dòng)舞臺(tái)。 新中國成立以來,我國高度重視少數(shù)民族群眾的生產(chǎn)生活需要,據(jù)國家民委經(jīng)濟(jì)發(fā)展司的資料顯示,我國歷任領(lǐng)導(dǎo)人都對(duì)民族貿(mào)易工作和特需商品的產(chǎn)銷工作做出過重要批示和講話,并制定了一系列的扶持政策,保證工作的順利進(jìn)行。據(jù)不完全統(tǒng)計(jì),2006年-2009年,全國民貿(mào)和民品企業(yè)共計(jì)享受利率優(yōu)惠的流動(dòng)資金貸款約1094.72億元,中央財(cái)政貼息31.52億元；在優(yōu)惠政策的扶持下,民貿(mào)民品企業(yè)不斷發(fā)展壯大,市場(chǎng)競(jìng)爭(zhēng)力的不斷增強(qiáng),2006年-2009年,民貿(mào)企業(yè)商品零售總額為649.1億元；民品企業(yè)總產(chǎn)值為11037億元,上繳各種稅負(fù)總額679.9億元。雖然特需商品得到了長足發(fā)展,但問題依然存在,隨著少數(shù)民族地區(qū)經(jīng)濟(jì)的快速發(fā)展,少數(shù)民族群眾收入增加,對(duì)商品的要求更高,需求更加多元化,原有的特需商品需求被其他替代性商品取代,造成了特需商品供求矛盾,產(chǎn)銷結(jié)構(gòu)不合理,生產(chǎn)規(guī)模發(fā)展滯后,銷售渠道和平臺(tái)不夠順暢,市場(chǎng)上缺少優(yōu)勢(shì)品牌等問題,歸根結(jié)底是如何挖掘特需商品的潛力,以市場(chǎng)開拓為核心,構(gòu)建系統(tǒng)有序的產(chǎn)銷結(jié)構(gòu),推動(dòng)特需商品的品牌建設(shè),促進(jìn)特需商品的產(chǎn)業(yè)發(fā)展,為全世界各民族群眾提供優(yōu)秀的民族特色商品,保護(hù)我國優(yōu)秀的民族文化。 筆者認(rèn)為少數(shù)民族特需商品不僅滿足各民族的特殊生產(chǎn)生活需要,而且是民族傳統(tǒng)文化的重要組成部分,經(jīng)過長時(shí)間歷史變遷與民族交往,商品本身已溶入了本民族獨(dú)特的歷史文化內(nèi)涵,成為了民族歷史文化的有形載體,是中華文化多樣性的集中體現(xiàn),它已是一種重要的優(yōu)質(zhì)旅游購物類資源。改革開放以來,我國旅游業(yè)進(jìn)入了快速發(fā)展期,旅游業(yè)收入呈幾何速度增長,逐漸成為了地區(qū)經(jīng)濟(jì)的支柱產(chǎn)業(yè)。特別是我國西部地區(qū)已經(jīng)成為我國旅游市場(chǎng)的主體區(qū)域,截至2010年西部地區(qū)旅游收入占到國家旅游總收入的一半以上。特需商品以民族文化的做為旅游資源為切入點(diǎn),把其功能價(jià)值和文化價(jià)值擴(kuò)展為旅游經(jīng)濟(jì)價(jià)值,開發(fā)特需商品為旅游購物品,實(shí)現(xiàn)特需商品的旅游購物市場(chǎng)價(jià)值。這既有利于創(chuàng)新民族地區(qū)旅游購物品又可以促進(jìn)特需商品的產(chǎn)業(yè)化和現(xiàn)代化轉(zhuǎn)型,以旅游購物市場(chǎng)推動(dòng)特需商品的保護(hù)和發(fā)展,實(shí)現(xiàn)其經(jīng)濟(jì)價(jià)值,做到在保護(hù)中發(fā)展,在發(fā)展中保護(hù)。 本文以中國少數(shù)民族特需商品的商品屬性與民族文化屬性為切入點(diǎn),研究特需商品是購物類旅游資源的存在基礎(chǔ)和內(nèi)在聯(lián)系,進(jìn)而分析其旅游購物市場(chǎng)開發(fā)的市場(chǎng)空間與潛力,在此基礎(chǔ)上探討特需商品旅游購物市場(chǎng)特征,以及旅游購物市場(chǎng)開發(fā)的理論體系。全文共有五個(gè)部分,導(dǎo)論部分主要包括選題的目的與價(jià)值、國內(nèi)外研究動(dòng)態(tài)、研究方法與技術(shù)路線、主要內(nèi)容和論文的創(chuàng)新與不足等內(nèi)容。 第一章主要介紹特需商品理論和旅游購物理論,其中包括特需商品的概念、特征、相關(guān)概念的辨析、特需商品的分類及內(nèi)容和特需商品政策的歷史變遷等理論要點(diǎn)；旅游購物的相關(guān)理論主要分析了旅游活動(dòng)和旅游購物品的概念、分類、特性和對(duì)旅游業(yè)的作用；旅游購物品與文化之間的關(guān)系和我國旅游購物開發(fā)的理論思考等內(nèi)容。 第二章首先探討了特需商品的發(fā)展現(xiàn)狀和主要矛盾,進(jìn)而發(fā)現(xiàn)特需商品面臨著現(xiàn)代化和文化保護(hù)兩個(gè)發(fā)展的基本問題,以及其進(jìn)入旅游購物市場(chǎng)的必要性。其次通過對(duì)特需商品功能價(jià)值和民族文化價(jià)值的分析,探討其與購物類旅游資源的內(nèi)在關(guān)系,得出特需商品是我國優(yōu)質(zhì)旅游購物資源的結(jié)論。最后在此結(jié)論的基礎(chǔ)上,通過對(duì)旅游市場(chǎng)數(shù)據(jù)的統(tǒng)計(jì)和比較分析,論證了特需商品旅游購物資源市場(chǎng)開發(fā)的空間定位和巨大的市場(chǎng)潛力。 第三章主要討論特需商品旅游購物市場(chǎng)問題,通過對(duì)旅游購市場(chǎng)和特需商品特殊市場(chǎng)供求的分別研究,系統(tǒng)地歸納了兩個(gè)市場(chǎng)的主要特征,并在此基礎(chǔ)上運(yùn)用SCP理論對(duì)兩個(gè)市場(chǎng)進(jìn)行了系統(tǒng)比較,從中發(fā)現(xiàn)兩者的異同,進(jìn)而分析得出了特需商品進(jìn)入旅游購物市場(chǎng)的優(yōu)勢(shì)和風(fēng)險(xiǎn)。最后運(yùn)用STP市場(chǎng)營銷理論分析特需商品的目標(biāo)旅游購物市場(chǎng)選擇。 第四章是主要分析特需商品旅游購物市場(chǎng)系統(tǒng)開發(fā)的問題,首先確定特需商品企業(yè)和民貿(mào)企業(yè)是市場(chǎng)開發(fā)的主體,以及主體在市場(chǎng)中特殊開發(fā)戰(zhàn)略。以培育特需商品旅游購物市場(chǎng)機(jī)制為核心確定開發(fā)的市場(chǎng)策略。在此基礎(chǔ)上構(gòu)建旅游購物系統(tǒng)平臺(tái)和支撐力量,系統(tǒng)探討特需商品旅游購物市場(chǎng)特殊開發(fā)與保護(hù)的框架體系,是全文具有實(shí)踐價(jià)值的核心章節(jié)。 本文的創(chuàng)新點(diǎn)主要是兩個(gè)研究角度的創(chuàng)新。第一個(gè)角度就是從中國少數(shù)民族特需商品的角度出發(fā),研究其為什么可以進(jìn)入旅游購物市場(chǎng)?和如何把特需商品開發(fā)成旅游購物品?這是國內(nèi)研究特需商品理論的首例。第二個(gè)角度是從旅游購物資源角度出發(fā),論證了特需商品是一項(xiàng)優(yōu)質(zhì)的民族購物類旅游資源,極大地豐富了我國民族地區(qū)的旅游資源稟賦,探討了特需商品旅游購物類資源的市場(chǎng)空間和巨大的市場(chǎng)潛力,極具市場(chǎng)開發(fā)價(jià)值。 通過這兩個(gè)角度的分析,系統(tǒng)地研究了兩個(gè)方面的主體理論,一是特需商品的發(fā)展現(xiàn)狀和主要矛盾及面臨的兩個(gè)問題,特需商品的特殊需求與供給,及其在旅游購物市場(chǎng)開發(fā)中對(duì)特需商品的特殊開發(fā)與保護(hù)。二是特需商品作為民族購物類旅游資源的要素分析、市場(chǎng)特征分析和開發(fā)研究。
[Abstract]:Special commodity Chinese minority (hereinafter referred to as "special goods") is the minority people in the long-term practice, created and used since the activities in order to meet the special production and living environment, is the indispensable part of ethnic minorities in our daily life. This kind of goods with the distinctive national characteristics, clear consumer groups, regional strong, long history and culture. It is the important content and the core task of our national trade work, is to protect the minority people produce an important basis to promote economic prosperity, national unity is power Rong, mobile stage cultural exhibition.
Since the new Chinese was founded, China attaches great importance to the minority people's life and production needs, according to the National Commission for economic development of our information, made important instructions and speeches of Chinese leaders of all ethnic trade and the production of special commodities, and formulated a series of policies to support, to ensure the smooth progress of the work according to incomplete statistics, in 2006 -2009, the national trade and civilian enterprises enjoy the total liquidity loan interest rates of about 109 billion 472 million yuan, the central financial discount 3 billion 152 million yuan; preferential policies in support of national trade, civil product enterprise development, market competitiveness enhancement, 2006 -2009, the commodity trade enterprises the total retail sales of 64 billion 910 million yuan; the total output value of 11037 civilian enterprises billion yuan, paid tax totaled 67 billion 990 million yuan. Although the special commodity has been considerable development, but the problem still exists, with the With the rapid development of economy in minority areas, minority people income increases, the commodity is more demanding, more diversified demand, the original special commodity demand by other alternative commodities instead of special commodities caused the contradiction between supply and demand, sales structure is not reasonable, the scale of production lags behind the development of sales channels and platforms on the market is not smooth the lack of brand advantage and other issues, after all is how to tap the potential of special commodities, to market development as the core, constructing the system in order to promote the production and marketing structure, special commodity brand building, to promote the special commodity industry development, provide excellent national characteristics of goods for the masses of all ethnic groups around the world, the protection of Chinese culture.
The author thinks that the minority of special commodities not only to meet the special needs of all ethnic groups living and production, and is an important part of the national traditional culture, after a long time of history and national exchanges, the product itself has grown in a unique historical and cultural connotation of the nation, has become a carrier of national history and culture, is the embodiment of the Chinese cultural diversity and it is an important quality of tourism shopping resources. Since the reform and opening up, China's tourism industry has entered a period of rapid development, the income of tourism industry showed a geometric growth, has gradually become the pillar industry of the regional economy. Especially in the western region of China has become the main area of our country's tourism market, as tourism the western region in 2010 revenue accounted for more than half of the country's total tourism income. Special commodities to national culture as tourism resources as a starting point, the value and function The cultural value for the expansion of tourism economic value, the development of special commodities for tourism shopping, tourism shopping market special commodity value. This is conducive to tourism shopping innovation in ethnic minority areas and promote the special commodity industrialization and modernization, promote the protection and development of special commodities in tourism shopping market, realize its economic value so, the development of protection, protection in development.
Based on the special commodity Chinese minority commodity attribute and culture attribute as the starting point of the special commodity shopping tourism resources are foundation and internal relations, and then analyzes the market space and potential of the tourism shopping market development, based on the special characteristics of commercial tourism shopping market, and the theoretical system of tourism shopping market development. The paper consists of five parts, the introduction mainly includes the purpose and value of the topic, domestic and international research trends, research methods and technical route, main contents and the innovation and lack of content.
The first chapter mainly introduces the special commodity theory and tourism shopping theory, including the concept, the characteristics of special commodities, related concepts, classification and content of special commodities and special commodity policy changes in the history of the theory; theory mainly analyzes the concept of tourism shopping, tourism and tourist goods classification, characteristics and for the tourism industry; the relationship between tourism products and cultural tourism shopping in China and the theory of the development of thinking and so on.
The second chapter discusses the main contradiction and the development status of special commodities, and special commodities facing modernization and culture of the two basic problems in the development of protection, and enter the tourism shopping market is necessary. Secondly through the analysis of the special commodity value function and culture value, to explore its intrinsic relationship with the tourism shopping that is a special commodity resources, shopping quality tourism resources in China. The conclusion on the basis of this conclusion, based on the statistical data of the tourism market and the comparative analysis, demonstrated the spatial orientation of special commodities tourism resources market development and huge market potential.
The third chapter mainly discusses the problem of special commodities tourism shopping market, through the research on the tourism market and the purchase of special special commodity market supply and demand, systematically summarizes the main features of the two markets, and on the basis of SCP theory the paper compares the two market application, difference is found from, and concluded. Special goods to enter the tourism shopping market advantages and risks. Finally, the STP marketing theory analysis of the tourism shopping market special selection of goods.
The fourth chapter is the analysis of the development of special commodities tourism shopping market system, first determine the special commodity enterprises and national trade enterprises are the main body of market development, and the development of special subject in the market strategy. In order to cultivate special commodity tourism shopping market mechanism as the core to determine the development of the market strategy. Based on the construction of tourism shopping system and platform support system framework of special commodity special tourism shopping market development and protection system is the core of the whole practical value.
The main innovation of this paper is to study the two angles. The first angle is from the special commodity Chinese ethnic perspective, the study of why can enter the tourism shopping market? And how to develop tourism products of special commodities? This is the first case of domestic special commodity theory. The second point is from the Perspective of tourism the shopping resources angle, demonstrates the special commodity is an excellent national shopping tourism resources, greatly enrich the tourism resources in minority regions in China, discusses the market space of special commodities shopping tourism resources and the huge market potential, has great market value.
Through the analysis of the two aspects, systematically studied the two aspects of the subject theory, one is the main contradiction and the development status of special commodities and two special issues facing the demand and supply of special commodities, and in the tourism shopping market development of special commodities of special protection and development. The two is the analysis of the special as the elements of national commodity shopping tourism resources, research and development market characteristics.

【學(xué)位授予單位】：中央民族大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2012
【分類號(hào)】：F592.7;F723

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