地区形象干扰下的文化认同对区域品牌资产的影响研究

发布时间：2018-07-08 13:15

本文选题：文化认同 + 区域品牌资产　；参考：《天津大学》2014年硕士论文

【摘要】：加快发展文化产业，是党中央科学把握国内国际形势和文化发展规律做出的重大战略部署。在文化产业如火如荼地发展过程中，中国各个区域也在大力挖掘本地的文化产品，打造具有带动作用的文化产业，以此来带动区域经济、文化、社会的大发展，不少地方形成了具有集聚效应的文化产业品牌，其中围绕非物质文化遗产的产品开发就极具有代表性。因为文化遗产具有区域的特性，所以区域经济发展会从区域文化遗产的禀赋中获得比较优势，区域竞争力得到有效地提高。同时也发现，在地方政府和集群企业激烈的区域经济竞争中，如何更好地利用已经被一部分人群认可的独具特色的文化资源、更好地利用消费者和社会公众广泛认可的文化认同，并且通过差异化营销获得区域核心竞争力并没有获得足够的重视。本文选取了河南开封的朱仙镇年画、天津杨柳青年画作为研究的对象，采用问卷调查的方法。通过回归分析、方差分析后，发现认知性、情感性、行为性文化认同对区域品牌资产的感知质量和忠诚度上的影响均获得了支持，，而且都有很好的解释力。与此同时，本文也发现地区形象在文化认同与区域品牌资产的关系中具有干扰作用，良好的地方形象会增强这一影响效果，也就是会增强区域品牌资产的形成，相对差的地方形象，则会减弱区域品牌资产的形成。本论文的创新点在于区域品牌、区域品牌资产方面的研究大部分以产业集群的视角考察其形成机制及其区域经济效应，但以文化认同角度考察区域品牌资产形成及文化认同对区域品牌资产的影响研究，在现有的研究范围内比较匮乏。国内学者大多采用传统的定性研究方法来研究文化认同及区域品牌资产，而本文首次将定性研究方法和定量研究方法相结合，研究方法上是种创新。从实践价值上来看，发现文化认同、区域品牌资产之间的内在规律，可以为地方政府和集群企业营销活动的开展提供决策基础，以此来探讨地方政府和集群企业在特定区域环境下的营销策略。
[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.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F273.2

【参考文献】