本文選題：文化產(chǎn)品　切入點(diǎn)：湖南武陵山片區(qū)　出處：《吉首大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著“文化強(qiáng)國(guó)”被列為中國(guó)發(fā)展的重要方向,文化產(chǎn)業(yè)作為我國(guó)經(jīng)濟(jì)的快速增長(zhǎng)點(diǎn),在經(jīng)濟(jì)體中發(fā)揮重大的作用,在中國(guó)占據(jù)愈加重要的戰(zhàn)略地位。文化產(chǎn)品作為文化產(chǎn)業(yè)的核心載體,其競(jìng)爭(zhēng)力強(qiáng)弱在一定程度上影響著產(chǎn)業(yè)的發(fā)展態(tài)勢(shì)。目前,國(guó)外對(duì)文化產(chǎn)品的研究起步較早,學(xué)者們從不同的學(xué)科角度針對(duì)文化產(chǎn)品的消費(fèi)動(dòng)機(jī)提出了許多有價(jià)值的研究成果,但是他們的研究立足于他國(guó)文化,提出的模型在研究對(duì)象的國(guó)家比較適用。國(guó)內(nèi)雖有部分學(xué)者對(duì)消費(fèi)者購(gòu)買文化產(chǎn)品的動(dòng)機(jī)進(jìn)行了相關(guān)研究,但是基于不同地域情境的研究還有待進(jìn)一步深入推進(jìn)。基于以上考慮,本文將在國(guó)內(nèi)外學(xué)者研究的基礎(chǔ)上,首先針對(duì)湖南武陵山片區(qū)文化產(chǎn)品市場(chǎng)展開探討,分析中國(guó)及湖南武陵山片區(qū)文化產(chǎn)品的現(xiàn)有市場(chǎng)狀況,然后,提出文化產(chǎn)品消費(fèi)機(jī)制概念模型,包含消費(fèi)動(dòng)機(jī)等四部分,通過(guò)實(shí)際調(diào)查、數(shù)據(jù)分析,得出消費(fèi)者購(gòu)買湖南武陵山片區(qū)特色文化產(chǎn)品:不可攜帶的“旅游演藝”產(chǎn)品、可攜帶的“民族工藝品”這兩類中的四種產(chǎn)品的消費(fèi)動(dòng)機(jī)強(qiáng)弱,并研究了消費(fèi)機(jī)制里消費(fèi)動(dòng)機(jī)與其他變量的相關(guān)性及路徑,用實(shí)證模型對(duì)研究結(jié)果加以檢驗(yàn),根據(jù)研究分析找出該區(qū)域內(nèi)的文化產(chǎn)品發(fā)展方向及文化產(chǎn)品消費(fèi)機(jī)制的規(guī)律,最后根據(jù)消費(fèi)機(jī)制內(nèi)的問(wèn)題提出相關(guān)建議。本論文主要分為五部分。分別是:緒論部分,主要內(nèi)容是問(wèn)題提出與研究意義、文章研究框架、基礎(chǔ)理論以及文獻(xiàn)綜述。第一章主要介紹了中國(guó)及湖南武陵山片區(qū)文化產(chǎn)品生產(chǎn)、消費(fèi)現(xiàn)狀,特別對(duì)占湖南武陵山片區(qū)人口多的張家界、湘西州、懷化等五地的文化產(chǎn)業(yè)產(chǎn)品的生產(chǎn)、消費(fèi)現(xiàn)狀進(jìn)行概述,同時(shí),指出張家界等地在湖南省的文化產(chǎn)業(yè)貢獻(xiàn)率及發(fā)展態(tài)勢(shì)。第二章介紹了文化產(chǎn)品消費(fèi)機(jī)制的研究方法和程序,提出了消費(fèi)機(jī)制概念模型,模型中包含:消費(fèi)者態(tài)度、消費(fèi)動(dòng)機(jī)、決策行為、購(gòu)后信息貯存四個(gè)部分,并相應(yīng)提出了8個(gè)假設(shè),假設(shè)主要是圍繞消費(fèi)動(dòng)機(jī)對(duì)購(gòu)買行為的影響假設(shè)、消費(fèi)動(dòng)機(jī)對(duì)機(jī)制內(nèi)其他因子的正反向影響假設(shè),以及因子間是否存在互相影響的路徑假設(shè)。第三章用spss 13.0、lisrel 8.70軟件對(duì)調(diào)查問(wèn)卷數(shù)據(jù)進(jìn)行處理,得出湖南武陵山片區(qū)文化產(chǎn)品顯著消費(fèi)動(dòng)機(jī)從強(qiáng)到弱排列分別是:獵奇性動(dòng)機(jī)、文化體驗(yàn)性動(dòng)機(jī)、從眾性動(dòng)機(jī),還得出不顯著動(dòng)機(jī):炫耀性動(dòng)機(jī)、享樂(lè)性動(dòng)機(jī)、社交性動(dòng)機(jī),此外,本研究得出購(gòu)買文化產(chǎn)品的消費(fèi)者男女比例相差不大,大多數(shù)集中在30-50歲,收入在3000元以上,尤其是5000元以上,學(xué)歷為大專、本科的人群中。消費(fèi)者購(gòu)買文化產(chǎn)品的途徑,主要從:在現(xiàn)場(chǎng)自行尋找、從網(wǎng)絡(luò)獲得和旅行社介紹。此外,還得出消費(fèi)機(jī)制的結(jié)論是:消費(fèi)動(dòng)機(jī)是影響消費(fèi)者期望的重要因素,即激發(fā)適當(dāng)?shù)南M(fèi)動(dòng)機(jī)可形成公正的消費(fèi)者期望,行前期望正向影響實(shí)際體驗(yàn),而滿意度和實(shí)際體驗(yàn)是影響消費(fèi)者忠誠(chéng)度的重要中介變量。第四章是本文的重點(diǎn)內(nèi)容,主要針對(duì)本文數(shù)據(jù)結(jié)論展開分析討論,得出該區(qū)域存在的文化產(chǎn)品發(fā)展方向如下:第一,該區(qū)域在休閑、享樂(lè)、奢侈市場(chǎng)的文化產(chǎn)品潛在消費(fèi)需求可發(fā)揮新消費(fèi)領(lǐng)域的引領(lǐng)作用;第二,文化產(chǎn)業(yè)在未來(lái)亟需擴(kuò)展與跨界融合;第三,文化產(chǎn)品消費(fèi)者來(lái)源向自駕旅游者傾斜,信息來(lái)源向網(wǎng)絡(luò)來(lái)源傾斜,“互聯(lián)網(wǎng)+”推廣將成為拉攏游客的最佳途徑。文化產(chǎn)品消費(fèi)機(jī)制規(guī)律如下:第一,政府或企業(yè)塑造客觀的消費(fèi)者行前期望有利于該區(qū)域文化產(chǎn)品消費(fèi)者的滿意度提升;第二,該區(qū)域的文化產(chǎn)品更新?lián)Q代速度與文化產(chǎn)品的重購(gòu)率成正相關(guān)律;第三,文化旅游背景下,文化產(chǎn)品擁有與當(dāng)?shù)匚幕嗥ヅ涞奈幕瘍?nèi)涵,可提高文化產(chǎn)品競(jìng)爭(zhēng)力。而在消費(fèi)機(jī)制中,目前還存在三個(gè)問(wèn)題,第一,文化產(chǎn)品創(chuàng)新動(dòng)力不足:文化產(chǎn)品發(fā)展容易受區(qū)域旅游背景局限,文化內(nèi)涵還有待提高,產(chǎn)品的內(nèi)容更新?lián)Q代速度跟不上消費(fèi)者的需求;第二,消費(fèi)市場(chǎng)上存在休閑、享樂(lè)、奢侈文化產(chǎn)品的短板及缺位現(xiàn)象;第三,在服務(wù)上,受制于傳播與渠道的限制,消費(fèi)者行前期望設(shè)立不準(zhǔn)確,實(shí)際體驗(yàn)關(guān)懷性服務(wù)缺失。根據(jù)問(wèn)題提出了三個(gè)建議。一是,創(chuàng)新驅(qū)動(dòng),實(shí)現(xiàn)片區(qū)內(nèi)文化產(chǎn)品的供給側(cè)改革。強(qiáng)調(diào)文化性是該區(qū)域發(fā)展文化產(chǎn)業(yè)的重點(diǎn),而地區(qū)文化內(nèi)涵的提升需改善同質(zhì)化的問(wèn)題;二是,補(bǔ)足短板,開拓片區(qū)內(nèi)文化產(chǎn)品目標(biāo)市場(chǎng),就類別而言主要針對(duì)休閑、享樂(lè)、奢侈文化產(chǎn)品,就消費(fèi)者而言向低齡及老齡化文化產(chǎn)品市場(chǎng)擴(kuò)展;三是,產(chǎn)業(yè)升級(jí),促進(jìn)片區(qū)內(nèi)“文化+服務(wù)”產(chǎn)品發(fā)展,塑造消費(fèi)者客觀行前期望,提高片區(qū)內(nèi)關(guān)懷性服務(wù)產(chǎn)品,注重氛圍營(yíng)銷,合理規(guī)劃并大力加強(qiáng)信息化建設(shè),為文化產(chǎn)業(yè)的發(fā)展保駕護(hù)航。
[Abstract]:With the "cultural power" is listed as an important direction of the development of cultural industry Chinese, as China's rapid economic growth, play a significant role in the economy, occupy an increasingly important position in the strategic Chinese. Cultural products as the core carrier of culture industry, the competition force affects the development trend of the industry in a certain extent. At present, the researches on cultural products started earlier, scholars put forward many valuable research results for the cultural product consumption motivation from different angles, but their research is based on the culture of his country, for the comparison of national model presented in this study. Although some domestic scholars on consumers the purchase of the cultural products of the motivation of the related research, but research on different geographical situation remains to be further promoted based on. Based on the above considerations, this paper at home and abroad The basis of previous studies, first in Hunan Wuling Mountain Area cultural products market is discussed, and then analyzes the current market situation, Chinese and Hunan Wuling mountain area and puts forward the concept of cultural products, cultural products consumption mechanism model, including the consumption motivation of the four part, through the actual investigation, data analysis, the purchase of Hunan Wuling mountain area characteristics of cultural products do not carry the "Tourism Performing products, four products can carry the" national crafts "in these two classes of consumer motivation, and study the correlation and path of consumption mechanism of consumer motivation and other variables, using an empirical model to examine the results of research, based on the analysis of law to find the direction of cultural development products in the region and cultural product consumption mechanism, according to the problems in the consumption mechanism and put forward related suggestions. This paper is mainly divided into For the five part. Are: introduction, main content is put forward and the significance of the research, the research framework, basic theory and literature review. The first chapter mainly introduces the China and Hunan Wuling mountain area of cultural production and consumption status, especially for the population of the occupied Hunan Wuling mountain area of Zhangjiajie, Xiangxi, Huaihua five the cultural industry production, summarizes the status of consumption, at the same time, pointed out that the contribution rate in Hunan Province, the cultural industry and development trend of Zhangjiajie. The second chapter introduces the research method and the consumption mechanism of cultural products program, proposed consumption mechanism conceptual model, the model includes: consumer attitudes, consumer motivation, decision-making behavior after the purchase, the information storage part four, and accordingly put forward 8 hypotheses, that is mainly around the consumer motivation influence buying behavior hypothesis, consumer motivation on other mechanisms for The positive and negative effects of hypothesis and the factor between path hypothesis influence each other. In the third chapter, with the SPSS 13, the questionnaire data were processed with LISREL 8.70 software, the Hunan Wuling Mountain Area cultural products consumption motivation significantly from strong to weak arrangement are: The Adventures of motivation, cultural experience motivation, conformity motivation. Is that no significant motivation: conspicuous motivation, hedonic motivation, social motivation, in addition, the study concluded the purchase of consumers of cultural products similar to the proportion of men and women, most concentrated in the 30-50 years, the income of more than 3000 yuan, especially 5000 yuan of above, college degree, undergraduate population. Way, consumers buy mainly from the cultural products: find themselves in the field, obtained from the network and travel agencies. In addition, also obtains the consumption mechanism. The conclusion is that the consumption motivation is an important factor affecting consumer expectations, That is to stimulate appropriate consumer motivation can form fair consumer expectations, expected positive effect before the actual experience and satisfaction, and the actual experience is an important mediator of consumer loyalty. The fourth chapter is the focus of this article, mainly for the data conclusion are discussed, the development direction of cultural products in the area are as follows: first, in the area of leisure, pleasure, the leading role of cultural products and potential consumer demand for luxury market can play a new field of consumption; second, the cultural industry in the future to expand and cross-border integration; third, consumers of cultural products from self driving tourists to tilt, tilt to the sources of information network sources, "Internet plus" promotion will be the best way to draw tourists. Following the cultural product consumption mechanism: first, government or enterprises to create objective consumers in favor of the pre expectation To enhance regional cultural products consumer satisfaction; second, the regional cultural products renewal speed and the cultural products of the repurchase rate is positively related to the law; third, under the background of cultural tourism, cultural products have to match with the local culture, cultural connotation, culture can improve product competitiveness. In consumption mechanism, there is there are three problems, first, lack of innovation and cultural products: cultural products are vulnerable to the background of regional tourism development limited, the cultural connotation is to be improved, the content of product upgrading can not keep up the pace of consumer demand; second, the consumer market of leisure, pleasure, and the absence of cultural phenomenon of short board luxury products; third. In the service, subject to communication and channels, consumers set up pre expectation is not accurate, the lack of practical experience of care service. According to the problems put forward three suggestions. First, innovation driven, The supply side reforms of cultural products within the area. Emphasize culture is the focus of the development of cultural industry in the region, and the area of improving cultural connotation to improve the homogeneity of the problem; two, make up the short board, open area cultural products target market, is mainly for the categories of leisure, pleasure, luxury and cultural products. Extended to the age and aging of the cultural products market consumers; three, industrial upgrading, promote area "culture + service" product development, objective before shaping consumer expectations, improve the area of care within the service products, pay attention to reasonable planning and marketing atmosphere, vigorously strengthen the construction of information, in order to protect the development of cultural industry.

【學(xué)位授予單位】：吉首大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G124

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