民族工艺品品牌构建影响因素研究

发布时间：2018-04-28 15:25

本文选题：民族工艺品 + 品牌构建　；参考：《昆明理工大学》2009年硕士论文

【摘要】：21世纪,越来越多的非物质文化遗产濒临灭绝,手工艺作为非物质文化遗产的一项,面临着同样的困境。如何保护非物质文化遗产的研究已经越来越多,而手工艺在众多的非物质文化遗产中,有着自己的特殊性,那就是它能产生手工艺品,能走向市场产生经济效益,可以走保护与开发并行的道路。那么如何让手工艺品走向市场,产生良好的经济效益呢?构建民族工艺品品牌是良好的途径。目前我国关于民族工艺品的研究,大多停留在民族工艺品的营销研究上,缺乏对民族工艺品品牌构建的深入研究。本文首先对国内外关于品牌构建的研究进行梳理,接着综述了国内外关于民族手工艺品的商业化路径研究,最后对国外关于品牌形象模型的研究进行对比研究,为本文的研究进行初步的铺垫。然后,分别从两个角度去研究影响民族工艺品品牌构建的影响因素,一方面是企业内部的影响因素,另一方面是消费者影响因素。企业内部的影响因素主要是根据前人的研究和本人以前对民族工艺品企业的实地调研,拟定出影响因素让民族工艺品企业的经营者打分,找出这些影响因素的重要程度。消费者影响因素主要是根据贝尔的品牌形象模型和菲利普的消费者购买行为模型,构建了民族工艺品品牌构建的消费者影响因素模型假设,得到了一个包括四个维度,具体分为18个要素的指标体系。然后通过实证研究,运用因子分析法来找出影响民族手工艺品品牌构建的主要影响因素,通过结构方程模型因子验证来总结出各个维度的重要程度。根据数据分析的结果,企业内部影响因素的分析结果显示,在构建民族工艺品品牌的过程中,最重要的影响因素是独特的手工艺技术、政府的大力支持、充裕的资金等因素；而未能建立品牌的主要障碍是资金有限、缺乏构建品牌的专业知识、缺少政府的支持。通过因子分析法对品牌构建的消费者影响因素分析结果显示,民族工艺品品牌构建的消费者影响因素主要分为四大类：产品形象、企业形象、价格影响、促销影响,每个大类下面又分为很多具体因素(具体见正文4.3节)。然后通过结构方程模型验证性因子分析,结果显示在四大类影响因素中,产品形象维度的影响最大,其次是价格影响维度,最后是企业形象维度和促销影响维度。最后,根据上面数据分析的结果,对案例地的民族工艺品企业的品牌构建提出建议；然后根据企业内部影响因素和消费者影响因素两个方面分别对整个民族工艺品行业的品牌构建提出建议；最后提出的本文研究中的不足和将来继续研究的方向。
[Abstract]:In the 21st century, more and more intangible cultural heritages are on the verge of extinction. Handicrafts, as one of the intangible cultural heritages, are facing the same dilemma. There have been more and more studies on how to protect intangible cultural heritage, and handicraft has its own particularity in many intangible cultural heritages, that is, it can produce handicrafts and produce economic benefits in the market. You can take the path of parallel protection and development. So how to make handicrafts go to the market to produce good economic benefits? Constructing national handicraft brand is a good way. At present, the research on ethnic handicrafts in China, mostly stay on the marketing of ethnic handicrafts, lack of in-depth research on the brand construction of ethnic handicrafts. This paper firstly combs the research on brand construction at home and abroad, then summarizes the research on the commercial path of national handicrafts at home and abroad, and finally makes a comparative study on the brand image model abroad. For the study of this paper for the preliminary foreshadowing. Then, from two angles to study the influence factors of national handicraft brand construction, on the one hand, the internal factors of enterprises, on the other hand, consumer factors. The internal influencing factors of the enterprises are mainly based on the previous research and the field investigation of the ethnic handicraft enterprises before, and the influencing factors are drawn up for the managers of the ethnic handicraft enterprises to score, and to find out the importance of these influencing factors. According to Bell's brand image model and Philip's consumer purchase behavior model, the consumer influence factor model hypothesis of national handicraft brand construction is constructed, and a four dimensions is obtained. The index system is divided into 18 elements. Then through empirical research, using factor analysis to find out the main factors that affect the construction of national handicraft brand, through structural equation model factor validation to sum up the importance of each dimension. According to the results of data analysis, the analysis results of the internal factors of enterprises show that, in the process of building national handicraft brand, the most important factors are unique handicraft technology, strong support from the government, abundant funds and so on. The main obstacles to the failure to build a brand are limited funds, lack of brand building expertise and lack of government support. The results of factor analysis show that the factors influencing the brand construction of ethnic handicrafts are divided into four categories: product image, enterprise image, price influence and promotion effect. Each broad category is subdivided into a number of specific factors (see section 4.3 below). Then through the confirmatory factor analysis of structural equation model, the results show that the product image dimension has the greatest influence, followed by the price dimension, the enterprise image dimension and the promotion impact dimension. Finally, according to the results of the above data analysis, put forward some suggestions on the brand construction of the national handicraft enterprises in the case; Then according to the internal factors of enterprise and consumer influence factors of the brand construction of the whole national handicraft industry respectively put forward suggestions; finally put forward the shortcomings of this study and the direction of future research.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：J509.2-F

【引证文献】