锦竹年画纪念品及游客购买行为研究

发布时间：2018-03-26 11:45

本文选题：年画纪念品　切入点：生产销售　出处：《华东师范大学》2012年硕士论文

【摘要】：绵竹年画作为非物质文化遗产,是极为珍贵的旅游资源,将其开发成旅游纪念品,既有利于年画艺术的传承和发展,又能创造巨大的经济效益。目前,绵竹年画纪念品行业已经获得初步发展,涉及纪念品的生产经营商已有20余家,生产的年画纪念品多达百余种,产品远销国外,相关从业人员2000余人,年销售收入超过2000万元,形势十分喜人。但是也应看到,一方面,一直以来整个行业的发展主要依靠政府的扶持,行业的经营管理方式也比较落后,基本处于初级发展阶段；另一方面,行业发展缺乏相应的理论指导,尤其是关于生产经营方面的相关文献比较鲜见。因此,加强对绵竹年画纪念品生产经营活动以及游客购买行为的研究,从理论上讲,有助于完善理论体系,并为绵竹年画纪念品的后续研究提供参考资料；从实践上讲,把握行业发展轨迹和趋势,提供优化措施,有助于其进一步发展。因而在一定程度上表明本文研究的重要性与急迫性。本文以绵竹年画纪念品为研究对象,采用实地调研法和问卷调查法,从绵竹年画纪念品经营商和游客两个角度切入,把握经营商的发展历程和现状,分析影响游客购买行为的因素,以期完善绵竹年画纪念品的生产和经营方式。通过研究,本文得出以下研究结论：第一,经过十几年的努力,地方政府职能管理部门对绵竹年画纪念品的扶持初见成效,相关管理措施与管理手段不断强化。第二,当前绵竹年画纪念品的生产以家庭作坊居多,经营模式以自产自销为主,生产出来的纪念品主要销往四川省内城市。第三,购买纪念品的游客除了本地人,主要来自周边城市,他们对年画纪念品品质和款式比较关注。论文共分为五章。第一章,绪论。系统概括了研究问题和研究意义,并对国内外相关学术研究进行了梳理。第二章,绵竹年画纪念品发展概述。对绵竹年画的分类和特色进行了阐述,并对绵竹年画纪念品的发展历程进行了梳理。第三章,绵竹年画纪念品生产销售现状与影响因素分析。通过实地走访绵竹年画纪念品经营商,掌握行业生产销售情况,挖掘行业内存在的问题并分析其影响因素。第四章,游客购买绵竹年画纪念品行为分析。通过问卷调查,获取游客购买行为相关数据,分析游客购买行为的总体特征,并对不同群体之间的购买行为进行比较,最后分析游客购买行为的影响因素。第五章,建议与展望。在第三章和第四章分析的基础上,针对发现的问题和影响因素提出可行性建议,同时总结论文不足,对未来研究趋势做出展望。
[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.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.7

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