湖南武陵山片区文化产品消费机制研究

发布时间：2018-03-14 22:36

本文选题：文化产品　切入点：湖南武陵山片区　出处：《吉首大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着“文化强国”被列为中国发展的重要方向,文化产业作为我国经济的快速增长点,在经济体中发挥重大的作用,在中国占据愈加重要的战略地位。文化产品作为文化产业的核心载体,其竞争力强弱在一定程度上影响着产业的发展态势。目前,国外对文化产品的研究起步较早,学者们从不同的学科角度针对文化产品的消费动机提出了许多有价值的研究成果,但是他们的研究立足于他国文化,提出的模型在研究对象的国家比较适用。国内虽有部分学者对消费者购买文化产品的动机进行了相关研究,但是基于不同地域情境的研究还有待进一步深入推进。基于以上考虑,本文将在国内外学者研究的基础上,首先针对湖南武陵山片区文化产品市场展开探讨,分析中国及湖南武陵山片区文化产品的现有市场状况,然后,提出文化产品消费机制概念模型,包含消费动机等四部分,通过实际调查、数据分析,得出消费者购买湖南武陵山片区特色文化产品:不可携带的“旅游演艺”产品、可携带的“民族工艺品”这两类中的四种产品的消费动机强弱,并研究了消费机制里消费动机与其他变量的相关性及路径,用实证模型对研究结果加以检验,根据研究分析找出该区域内的文化产品发展方向及文化产品消费机制的规律,最后根据消费机制内的问题提出相关建议。本论文主要分为五部分。分别是:绪论部分,主要内容是问题提出与研究意义、文章研究框架、基础理论以及文献综述。第一章主要介绍了中国及湖南武陵山片区文化产品生产、消费现状,特别对占湖南武陵山片区人口多的张家界、湘西州、怀化等五地的文化产业产品的生产、消费现状进行概述,同时,指出张家界等地在湖南省的文化产业贡献率及发展态势。第二章介绍了文化产品消费机制的研究方法和程序,提出了消费机制概念模型,模型中包含:消费者态度、消费动机、决策行为、购后信息贮存四个部分,并相应提出了8个假设,假设主要是围绕消费动机对购买行为的影响假设、消费动机对机制内其他因子的正反向影响假设,以及因子间是否存在互相影响的路径假设。第三章用spss 13.0、lisrel 8.70软件对调查问卷数据进行处理,得出湖南武陵山片区文化产品显著消费动机从强到弱排列分别是:猎奇性动机、文化体验性动机、从众性动机,还得出不显著动机:炫耀性动机、享乐性动机、社交性动机,此外,本研究得出购买文化产品的消费者男女比例相差不大,大多数集中在30-50岁,收入在3000元以上,尤其是5000元以上,学历为大专、本科的人群中。消费者购买文化产品的途径,主要从:在现场自行寻找、从网络获得和旅行社介绍。此外,还得出消费机制的结论是:消费动机是影响消费者期望的重要因素,即激发适当的消费动机可形成公正的消费者期望,行前期望正向影响实际体验,而满意度和实际体验是影响消费者忠诚度的重要中介变量。第四章是本文的重点内容,主要针对本文数据结论展开分析讨论,得出该区域存在的文化产品发展方向如下:第一,该区域在休闲、享乐、奢侈市场的文化产品潜在消费需求可发挥新消费领域的引领作用;第二,文化产业在未来亟需扩展与跨界融合;第三,文化产品消费者来源向自驾旅游者倾斜,信息来源向网络来源倾斜,“互联网+”推广将成为拉拢游客的最佳途径。文化产品消费机制规律如下:第一,政府或企业塑造客观的消费者行前期望有利于该区域文化产品消费者的满意度提升;第二,该区域的文化产品更新换代速度与文化产品的重购率成正相关律;第三,文化旅游背景下,文化产品拥有与当地文化相匹配的文化内涵,可提高文化产品竞争力。而在消费机制中,目前还存在三个问题,第一,文化产品创新动力不足:文化产品发展容易受区域旅游背景局限,文化内涵还有待提高,产品的内容更新换代速度跟不上消费者的需求;第二,消费市场上存在休闲、享乐、奢侈文化产品的短板及缺位现象;第三,在服务上,受制于传播与渠道的限制,消费者行前期望设立不准确,实际体验关怀性服务缺失。根据问题提出了三个建议。一是,创新驱动,实现片区内文化产品的供给侧改革。强调文化性是该区域发展文化产业的重点,而地区文化内涵的提升需改善同质化的问题;二是,补足短板,开拓片区内文化产品目标市场,就类别而言主要针对休闲、享乐、奢侈文化产品,就消费者而言向低龄及老龄化文化产品市场扩展;三是,产业升级,促进片区内“文化+服务”产品发展,塑造消费者客观行前期望,提高片区内关怀性服务产品,注重氛围营销,合理规划并大力加强信息化建设,为文化产业的发展保驾护航。
[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.

【学位授予单位】：吉首大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G124

【参考文献】