本文選題：文化認同 + 區(qū)域品牌資產(chǎn)��； 參考：《天津大學》2014年碩士論文

【摘要】：加快發(fā)展文化產(chǎn)業(yè)，是黨中央科學把握國內(nèi)國際形勢和文化發(fā)展規(guī)律做出的重大戰(zhàn)略部署。在文化產(chǎn)業(yè)如火如荼地發(fā)展過程中，中國各個區(qū)域也在大力挖掘本地的文化產(chǎn)品，打造具有帶動作用的文化產(chǎn)業(yè)，以此來帶動區(qū)域經(jīng)濟、文化、社會的大發(fā)展，不少地方形成了具有集聚效應的文化產(chǎn)業(yè)品牌，其中圍繞非物質(zhì)文化遺產(chǎn)的產(chǎn)品開發(fā)就極具有代表性。因為文化遺產(chǎn)具有區(qū)域的特性，所以區(qū)域經(jīng)濟發(fā)展會從區(qū)域文化遺產(chǎn)的稟賦中獲得比較優(yōu)勢，區(qū)域競爭力得到有效地提高。同時也發(fā)現(xiàn)，在地方政府和集群企業(yè)激烈的區(qū)域經(jīng)濟競爭中，如何更好地利用已經(jīng)被一部分人群認可的獨具特色的文化資源、更好地利用消費者和社會公眾廣泛認可的文化認同，并且通過差異化營銷獲得區(qū)域核心競爭力并沒有獲得足夠的重視。 本文選取了河南開封的朱仙鎮(zhèn)年畫、天津楊柳青年畫作為研究的對象，采用問卷調(diào)查的方法。通過回歸分析、方差分析后，發(fā)現(xiàn)認知性、情感性、行為性文化認同對區(qū)域品牌資產(chǎn)的感知質(zhì)量和忠誠度上的影響均獲得了支持，，而且都有很好的解釋力。與此同時，本文也發(fā)現(xiàn)地區(qū)形象在文化認同與區(qū)域品牌資產(chǎn)的關系中具有干擾作用，良好的地方形象會增強這一影響效果，也就是會增強區(qū)域品牌資產(chǎn)的形成，相對差的地方形象，則會減弱區(qū)域品牌資產(chǎn)的形成。 本論文的創(chuàng)新點在于區(qū)域品牌、區(qū)域品牌資產(chǎn)方面的研究大部分以產(chǎn)業(yè)集群的視角考察其形成機制及其區(qū)域經(jīng)濟效應，但以文化認同角度考察區(qū)域品牌資產(chǎn)形成及文化認同對區(qū)域品牌資產(chǎn)的影響研究，在現(xiàn)有的研究范圍內(nèi)比較匱乏。國內(nèi)學者大多采用傳統(tǒng)的定性研究方法來研究文化認同及區(qū)域品牌資產(chǎn)，而本文首次將定性研究方法和定量研究方法相結合，研究方法上是種創(chuàng)新。 從實踐價值上來看，發(fā)現(xiàn)文化認同、區(qū)域品牌資產(chǎn)之間的內(nèi)在規(guī)律，可以為地方政府和集群企業(yè)營銷活動的開展提供決策基礎，以此來探討地方政府和集群企業(yè)在特定區(qū)域環(huán)境下的營銷策略。
[Abstract]:To speed up the development of cultural industry is a major strategic deployment made by the Party Central Committee to grasp the domestic and international situation and the law of cultural development. In the course of the development of cultural industry, all regions of China are also digging up local cultural products and creating a cultural industry with a leading role in order to drive regional economy, culture and society. In many places, many places have formed a cultural industry brand with agglomeration effect. The product development around the intangible cultural heritage is very representative. Because cultural heritage has regional characteristics, regional economic development will obtain comparative advantages from the endowment of regional cultural heritage, and the regional competitiveness is effectively raised. At the same time, it is also found that in the fierce regional economic competition of local government and cluster enterprises, how to make better use of the unique cultural resources that have been recognized by some people and better use the widely recognized cultural identity of consumers and the public, and how to obtain the regional core competitiveness through differentiation marketing has not been obtained. Enough attention.
This paper selects the year picture of Zhu Xian town, Kaifeng, Henan, and the year picture of Tianjin Yang Liuqing as the object of the study. Through the regression analysis and the analysis of variance, it is found that the cognitive, emotional and behavioral cultural identity has the support for the perception quality and loyalty degree of regional brand assets, and all of them are good. At the same time, this paper also finds that regional image has a interference role in the relationship between cultural identity and regional brand assets. A good local image will enhance the effect of regional brand assets, that is, the formation of regional brand assets will be enhanced, and the relatively poor local image will weaken the formation of regional brand assets.
The innovation of this paper lies in regional brand, and most of the research on regional brand assets is based on the perspective of industrial cluster to investigate its formation mechanism and its regional economic effects. However, the study of the influence of regional brand asset formation and cultural identity on regional brand assets in the perspective of cultural identity is relatively scarce in the existing research scope. Most domestic scholars use the traditional qualitative research methods to study cultural identity and regional brand assets, and this paper combines qualitative research method with quantitative research method for the first time, and the research method is a kind of innovation.
In terms of practical value, the discovery of cultural identity and the inherent law between regional brand assets can provide a basis for the development of local government and cluster enterprise marketing activities, so as to explore the marketing strategies of local government and cluster enterprises under specific regional environment.
【學位授予單位】：天津大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F273.2

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