中国少数民族特需商品旅游购物市场开发研究

发布时间：2018-03-07 22:03

本文选题：特需商品　切入点：旅游购物资源　出处：《中央民族大学》2012年博士论文　论文类型：学位论文

【摘要】：中国少数民族特需商品(以下简称“特需商品”)是少数民族群众在长期的实践过程中,为不断适应特殊的生产生活环境而创造和沿用至今的用品,是少数民族日常生产生活中不可缺少的组成部分。这类商品具有鲜明的民族特点,明确的消费群体,地域性强,历史文化悠久。它是我国民族贸易工作的重要内容和核心任务,是保障少数民族群众生产生活需要的重要基础,是推动民族团结繁荣的经济动力,是民族文化展示的流动舞台。新中国成立以来,我国高度重视少数民族群众的生产生活需要,据国家民委经济发展司的资料显示,我国历任领导人都对民族贸易工作和特需商品的产销工作做出过重要批示和讲话,并制定了一系列的扶持政策,保证工作的顺利进行。据不完全统计,2006年-2009年,全国民贸和民品企业共计享受利率优惠的流动资金贷款约1094.72亿元,中央财政贴息31.52亿元；在优惠政策的扶持下,民贸民品企业不断发展壮大,市场竞争力的不断增强,2006年-2009年,民贸企业商品零售总额为649.1亿元；民品企业总产值为11037亿元,上缴各种税负总额679.9亿元。虽然特需商品得到了长足发展,但问题依然存在,随着少数民族地区经济的快速发展,少数民族群众收入增加,对商品的要求更高,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,产销结构不合理,生产规模发展滞后,销售渠道和平台不够顺畅,市场上缺少优势品牌等问题,归根结底是如何挖掘特需商品的潜力,以市场开拓为核心,构建系统有序的产销结构,推动特需商品的品牌建设,促进特需商品的产业发展,为全世界各民族群众提供优秀的民族特色商品,保护我国优秀的民族文化。笔者认为少数民族特需商品不仅满足各民族的特殊生产生活需要,而且是民族传统文化的重要组成部分,经过长时间历史变迁与民族交往,商品本身已溶入了本民族独特的历史文化内涵,成为了民族历史文化的有形载体,是中华文化多样性的集中体现,它已是一种重要的优质旅游购物类资源。改革开放以来,我国旅游业进入了快速发展期,旅游业收入呈几何速度增长,逐渐成为了地区经济的支柱产业。特别是我国西部地区已经成为我国旅游市场的主体区域,截至2010年西部地区旅游收入占到国家旅游总收入的一半以上。特需商品以民族文化的做为旅游资源为切入点,把其功能价值和文化价值扩展为旅游经济价值,开发特需商品为旅游购物品,实现特需商品的旅游购物市场价值。这既有利于创新民族地区旅游购物品又可以促进特需商品的产业化和现代化转型,以旅游购物市场推动特需商品的保护和发展,实现其经济价值,做到在保护中发展,在发展中保护。本文以中国少数民族特需商品的商品属性与民族文化属性为切入点,研究特需商品是购物类旅游资源的存在基础和内在联系,进而分析其旅游购物市场开发的市场空间与潜力,在此基础上探讨特需商品旅游购物市场特征,以及旅游购物市场开发的理论体系。全文共有五个部分,导论部分主要包括选题的目的与价值、国内外研究动态、研究方法与技术路线、主要内容和论文的创新与不足等内容。第一章主要介绍特需商品理论和旅游购物理论,其中包括特需商品的概念、特征、相关概念的辨析、特需商品的分类及内容和特需商品政策的历史变迁等理论要点；旅游购物的相关理论主要分析了旅游活动和旅游购物品的概念、分类、特性和对旅游业的作用；旅游购物品与文化之间的关系和我国旅游购物开发的理论思考等内容。第二章首先探讨了特需商品的发展现状和主要矛盾,进而发现特需商品面临着现代化和文化保护两个发展的基本问题,以及其进入旅游购物市场的必要性。其次通过对特需商品功能价值和民族文化价值的分析,探讨其与购物类旅游资源的内在关系,得出特需商品是我国优质旅游购物资源的结论。最后在此结论的基础上,通过对旅游市场数据的统计和比较分析,论证了特需商品旅游购物资源市场开发的空间定位和巨大的市场潜力。第三章主要讨论特需商品旅游购物市场问题,通过对旅游购市场和特需商品特殊市场供求的分别研究,系统地归纳了两个市场的主要特征,并在此基础上运用SCP理论对两个市场进行了系统比较,从中发现两者的异同,进而分析得出了特需商品进入旅游购物市场的优势和风险。最后运用STP市场营销理论分析特需商品的目标旅游购物市场选择。第四章是主要分析特需商品旅游购物市场系统开发的问题,首先确定特需商品企业和民贸企业是市场开发的主体,以及主体在市场中特殊开发战略。以培育特需商品旅游购物市场机制为核心确定开发的市场策略。在此基础上构建旅游购物系统平台和支撑力量,系统探讨特需商品旅游购物市场特殊开发与保护的框架体系,是全文具有实践价值的核心章节。本文的创新点主要是两个研究角度的创新。第一个角度就是从中国少数民族特需商品的角度出发,研究其为什么可以进入旅游购物市场?和如何把特需商品开发成旅游购物品?这是国内研究特需商品理论的首例。第二个角度是从旅游购物资源角度出发,论证了特需商品是一项优质的民族购物类旅游资源,极大地丰富了我国民族地区的旅游资源禀赋,探讨了特需商品旅游购物类资源的市场空间和巨大的市场潜力,极具市场开发价值。通过这两个角度的分析,系统地研究了两个方面的主体理论,一是特需商品的发展现状和主要矛盾及面临的两个问题,特需商品的特殊需求与供给,及其在旅游购物市场开发中对特需商品的特殊开发与保护。二是特需商品作为民族购物类旅游资源的要素分析、市场特征分析和开发研究。
[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.

【学位授予单位】：中央民族大学
【学位级别】：博士
【学位授予年份】：2012
【分类号】：F592.7;F723

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