本文選題：年畫紀(jì)念品　切入點(diǎn)：生產(chǎn)銷售　出處：《華東師范大學(xué)》2012年碩士論文

【摘要】：綿竹年畫作為非物質(zhì)文化遺產(chǎn),是極為珍貴的旅游資源,將其開發(fā)成旅游紀(jì)念品,既有利于年畫藝術(shù)的傳承和發(fā)展,又能創(chuàng)造巨大的經(jīng)濟(jì)效益。目前,綿竹年畫紀(jì)念品行業(yè)已經(jīng)獲得初步發(fā)展,涉及紀(jì)念品的生產(chǎn)經(jīng)營(yíng)商已有20余家,生產(chǎn)的年畫紀(jì)念品多達(dá)百余種,產(chǎn)品遠(yuǎn)銷國(guó)外,相關(guān)從業(yè)人員2000余人,年銷售收入超過2000萬元,形勢(shì)十分喜人。但是也應(yīng)看到,一方面,一直以來整個(gè)行業(yè)的發(fā)展主要依靠政府的扶持,行業(yè)的經(jīng)營(yíng)管理方式也比較落后,基本處于初級(jí)發(fā)展階段；另一方面,行業(yè)發(fā)展缺乏相應(yīng)的理論指導(dǎo),尤其是關(guān)于生產(chǎn)經(jīng)營(yíng)方面的相關(guān)文獻(xiàn)比較鮮見。因此,加強(qiáng)對(duì)綿竹年畫紀(jì)念品生產(chǎn)經(jīng)營(yíng)活動(dòng)以及游客購(gòu)買行為的研究,從理論上講,有助于完善理論體系,并為綿竹年畫紀(jì)念品的后續(xù)研究提供參考資料；從實(shí)踐上講,把握行業(yè)發(fā)展軌跡和趨勢(shì),提供優(yōu)化措施,有助于其進(jìn)一步發(fā)展。因而在一定程度上表明本文研究的重要性與急迫性。 本文以綿竹年畫紀(jì)念品為研究對(duì)象,采用實(shí)地調(diào)研法和問卷調(diào)查法,從綿竹年畫紀(jì)念品經(jīng)營(yíng)商和游客兩個(gè)角度切入,把握經(jīng)營(yíng)商的發(fā)展歷程和現(xiàn)狀,分析影響游客購(gòu)買行為的因素,以期完善綿竹年畫紀(jì)念品的生產(chǎn)和經(jīng)營(yíng)方式。通過研究,本文得出以下研究結(jié)論：第一,經(jīng)過十幾年的努力,地方政府職能管理部門對(duì)綿竹年畫紀(jì)念品的扶持初見成效,相關(guān)管理措施與管理手段不斷強(qiáng)化。第二,當(dāng)前綿竹年畫紀(jì)念品的生產(chǎn)以家庭作坊居多,經(jīng)營(yíng)模式以自產(chǎn)自銷為主,生產(chǎn)出來的紀(jì)念品主要銷往四川省內(nèi)城市。第三,購(gòu)買紀(jì)念品的游客除了本地人,主要來自周邊城市,他們對(duì)年畫紀(jì)念品品質(zhì)和款式比較關(guān)注。 論文共分為五章。第一章,緒論。系統(tǒng)概括了研究問題和研究意義,并對(duì)國(guó)內(nèi)外相關(guān)學(xué)術(shù)研究進(jìn)行了梳理。第二章,綿竹年畫紀(jì)念品發(fā)展概述。對(duì)綿竹年畫的分類和特色進(jìn)行了闡述,并對(duì)綿竹年畫紀(jì)念品的發(fā)展歷程進(jìn)行了梳理。第三章,綿竹年畫紀(jì)念品生產(chǎn)銷售現(xiàn)狀與影響因素分析。通過實(shí)地走訪綿竹年畫紀(jì)念品經(jīng)營(yíng)商,掌握行業(yè)生產(chǎn)銷售情況,挖掘行業(yè)內(nèi)存在的問題并分析其影響因素。第四章,游客購(gòu)買綿竹年畫紀(jì)念品行為分析。通過問卷調(diào)查,獲取游客購(gòu)買行為相關(guān)數(shù)據(jù),分析游客購(gòu)買行為的總體特征,并對(duì)不同群體之間的購(gòu)買行為進(jìn)行比較,最后分析游客購(gòu)買行為的影響因素。第五章,建議與展望。在第三章和第四章分析的基礎(chǔ)上,針對(duì)發(fā)現(xiàn)的問題和影響因素提出可行性建議,同時(shí)總結(jié)論文不足,對(duì)未來研究趨勢(shì)做出展望。
[Abstract]:Mianzhu New year painting, as an intangible cultural heritage, is an extremely precious tourist resource. The development of Mianzhu New year painting as a tourist souvenir is not only conducive to the inheritance and development of the New year painting art, but also creates enormous economic benefits. Mianzhu New year's Picture souvenir Industry has gained initial development, involving more than 20 producers of souvenirs, as many as 100 kinds of New year's Picture souvenirs are produced, the products are exported to foreign countries, more than 2000 people are related to the industry, and the annual sales income is more than 20 million yuan. The situation is very pleasant. However, it should also be noted that, on the one hand, the development of the entire industry has mainly depended on the support of the government, and the mode of operation and management of the industry has also been relatively backward, basically in the primary stage of development; on the other hand, The development of the industry lacks the corresponding theoretical guidance, especially the related literature on production and management is relatively rare. Therefore, to strengthen the research on the production and management activities of Mianzhu New year paintings and tourists' purchase behavior, theoretically speaking, It is helpful to perfect the theoretical system and provide reference materials for the follow-up study of Mianzhu New year Picture souvenirs. In practice, we should grasp the development track and trend of the industry and provide optimization measures. It is helpful for its further development, so it shows to some extent the importance and urgency of this study. This article takes Mianzhu New year souvenir as the research object, adopts the field investigation method and the questionnaire survey method, from the Mianzhu New year Picture souvenir operator and the tourist two angles cuts in, grasps the operator's development course and the present situation, In order to improve the production and management of Mianzhu New year Picture souvenirs, this paper draws the following conclusions: first, after more than ten years of efforts, The local government functional management departments have achieved initial results in supporting the souvenirs of Mianzhu New year paintings, and the relevant management measures and means have been continuously strengthened. Second, at present, the production of Mianzhu New year paintings souvenirs is dominated by family workshops, and the business model is mainly self-produced and marketed. The souvenirs produced are mainly sold to the cities of Sichuan province. Third, the tourists who buy souvenirs are mainly from the surrounding cities in addition to the locals. They pay more attention to the quality and style of the souvenirs. The thesis is divided into five chapters. The first chapter, introduction, systematically summarizes the research issues and research significance, and summarizes the relevant academic research at home and abroad. The classification and characteristics of Mianzhu New year Pictures are expounded, and the development process of Mianzhu New year Pictures souvenirs is combed. The present situation and influencing factors of Mianzhu New year Picture souvenir production and sales are analyzed. Through field visits to Mianzhu souvenir dealers, we can grasp the production and sales situation of the industry, excavate the existing problems in the industry and analyze the influencing factors. Through the questionnaire survey, we obtain the data of tourists' purchase behavior, analyze the overall characteristics of tourists' purchase behavior, and compare the purchase behavior among different groups, through the analysis of tourists' purchase behavior of Mianzhu New year Pictures. Finally, it analyzes the influencing factors of tourists' purchase behavior. Chapter five, suggestions and prospects. On the basis of the analysis of the third and fourth chapters, the paper puts forward some feasible suggestions on the problems and influencing factors, and summarizes the deficiency of the paper. The trend of future research is forecasted.
【學(xué)位授予單位】：華東師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F592.7

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