| 民族工艺品品牌构建影响因素研究 |
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| 引用本文： | 周常春,田代仲,卢刚.民族工艺品品牌构建影响因素研究[J].昆明理工大学学报(社会科学),2012(1):67-73. |
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| 作者姓名： | 周常春 田代仲 卢刚 |
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| 作者单位： | 昆明理工大学管理与经济学院,云南昆明650093 |
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| 基金项目： | 国家自然科学基金项目“云南民族乡村地区旅游小城镇形态演变过程与机制研究”（51168019） |
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| 摘 要： | 作者从两个角度对民族工艺品品牌构建的影响因素进行了研究,其一是企业内部的影响因素,其二为消费者影响因素。企业内部影响因素的分析结果显示,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;消费者影响因素分析结果显示,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,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。
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| 关 键 词： | 民族工艺品 品牌构建 因素研究 |
On the Influencing Factors of Building National Handicraft Brands |
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| ZHOU Chang-chun,TIAN Dai-zhong,LU Gang.On the Influencing Factors of Building National Handicraft Brands[J].Journal of Kunming University of Science and Technology(Social Sciences),2012(1):67-73. |
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| Authors: | ZHOU Chang-chun TIAN Dai-zhong LU Gang |
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| Institution: | (Faculty of Management and Economics,Kunming University of Science and Technology,Kunming,Yunnan,650093,China) |
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| Abstract: | The article study on the influencing factors of building national handicraft brand s from two perspectives,one is internal factors,and the other one is the consumers.The analysis of internal factors showed that the most important factor is the unique craft technology,strong government support,sufficient capital and other factors;consumer＇s factor analysis showed that factors can be divided into four categories： product image,corporate image,price impact,sales impact.Through structural equation modeling confirmatory factor analysis,it showed that the greatest impact is product image dimension,followed by the price impact dimensions,and finally the corporate image dimension and promotional impact dimensions. |
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| Keywords: | national handicraft brand building factors research |
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