在“文博热”的背景之下,考古盲盒一经推出便爆火,但在盲盒自身产品设计与市场营销方面仍存在诸多问题。考古盲盒设计过程中应注重产品本身的科学性、实际功能以及其所承载的文化属性,在营销策略方面应当拓宽营销渠道,积极利用热点事件,不断推陈出新。通过对上述问题的讨论,以期考古盲盒能在我国的文化事业建设当中发挥出相应的作用。Under the background of “Wenbo fever”, the archaeological blind box has been popular since its launch, but there are still many problems in the design and marketing of the blind box itself. The design process of the archaeological blind box should focus on the scientific nature of the product itself, the actual function and the cultural attributes it carries, and the marketing strategy should be to broaden the marketing channels, actively utilize the hot events, and continue to introduce new ideas. Through the discussion of the above issues, we hope that the archaeological blind boxes can play a corresponding role in the construction of China’s cultural undertakings.
文旅融合推进了旅游产业提质升效,同时带动了文化创意产品开发这一新产业模式的兴盛。本文结合4P营销理论对贵阳地区阳明文创产品进行调研,发现阳明文创产品存在粗暴模仿复制,形式同质化、价格虚高、售卖渠道少、促销宣传不到位等问题。同时提出了阳明文创需要创新产品形式、提升产品品质,结合旅游发展合理定价、拓展销售渠道、积极促销等解决策略,以期为阳明文创产品开发走出同质化严重、市场占比少的困境提供有益参考。The integration of culture and tourism promotes the improvement of the quality and efficiency of the tourism industry, and at the same time promotes the prosperity of the new industrial model of cultural and creative product development. Based on the 4P marketing theory, this paper investigates Yangming cultural and creative products in Guiyang area, and finds that there are some problems, such as rough imitation, form homogenization, high price, few sales channels and inadequate promotion and publicity. At the same time, it puts forward that Yangming needs to innovate product forms, improve product quality, combine tourism development with reasonable pricing, expand sales channels, and actively promote the solution strategies, in order to provide useful reference for the development of Yangming cultural and creative products out of the dilemma of the serious homogeneity, the less market proportion.
近年来,文创产品逐步成为消费领域的热点。当将消费心理引入文创产品的设计和营销理念之中时,务必竭尽全力创造出契合消费者需求的产品,让设计和营销理念走在消费心理前端。在文创产品的设计和营销理念中注入地方特色文化元素,构建独特的产品价值与营销优势。立足地方特色文化视角,本文深入探讨了文创产品的设计理念与营销理念之间的统一关系,其最终落脚点在于产品市场价值的创造与创新。为强化消费者对产品的认知,文创产品设计应以挖掘地方特色文化内涵为核心,凸显产品个性,避免在设计方向与营销选择上出现同质化现象。无论是产品的设计和营销理念,都必须探寻创新思路,打造整体品牌优势,如此方能在激烈的竞争中胜出。In recent years, cultural and creative products have gradually become a hot spot in the consumer field. When introducing consumer psychology into the design and marketing concept of cultural and creative products, we must make every effort to create products that meet the needs of consumers, so that the design and marketing concepts are at the forefront of consumer psychology. Injecting local cultural elements into the design and marketing concepts of cultural and creative products helps build unique product value and marketing advantages. Based on the perspective of local characteristic culture, this paper deeply discusses the unified relationship between the design and marketing concept of cultural and creative products, and its ultimate foothold lies in the creation and innovation of product market value. In order to strengthen consumers’ cognition of products, the design of cultural and creative products should focus on excavating the cultural connotation of local characteristics, highlighting the personality of the product, and avoiding homogenization in the design direction and marketing choice. Whether it is product design and marketing concept, we must explore innovative ideas and create an overall brand advantage, so as to win in the fierce competition.
本文基于中国31个省(市、区) 2015~2020年的面板数据,采用固定效应模型进行参数估计,利用工具变量法和系统广义矩估计(GMM)解决模型内生性问题,系统考察了农业企业规模对农民收入的影响及其中的阶段性特征,从理论上分析了农业企业规模影响农民收入的内在机制,并对潜在传导路径进行了实证检验。研究发现:农业企业规模化可以显著提高农民收入;机制分析发现,农业企业规模化通过促进其电商采用行为进而提升农民收入。对收入类别进行异质性分析发现,电商采用首先能够影响农民的农产品销售渠道和企业的农产品需求,进而影响农民经营性收入;其次能够提供相应就业岗位,提高农民工资性收入;最后能推动农民资产盘活,提高农民财产性收入;农民转移性收入未受到农业企业规模的影响。Based on the panel data of 31 provinces (cities, districts) in China from 2015 to 2020, this paper uses the fixed effect model to estimate the parameters, and uses instrumental variable method and generalized method of moments (GMM) to solve the endogenous problems of the model, systematically investigates the influence of agricultural enterprise scale on farmers’ income and its stage characteristics, theoretically analyzes the internal mechanism of the influence of agricultural enterprise scale on farmers’ income, and empirically tests the potential transmission path. It is found that the scale of agricultural enterprises can significantly increase farmers’ income;The mechanism analysis shows that the scale of agricultural enterprises can improve farmers’ income by promoting their e-commerce adoption behavior. The heterogeneity analysis of income categories shows that the adoption of e-commerce can first affect farmers’ agricultural products sales channels and enterprises’ agricultural products demand, and then affect farmers’ operational income;Secondly, it can provide corresponding jobs and increase farmers’ wage income;Finally, it can promote the revitalization of farmers’ assets and increase their property income;Farmers’ transfer income is not affected by the scale of agricultural enterprises.
当前党和国家大力推行乡村振兴战略,旨在推动农村地区的全面发展,为包括民族地区在内的广大农村地区经济社会的发展提供了千载难逢的历史机遇。然而,乡村振兴战略关键在于贯彻落实,有效运用于地方实践。本文以作为民族地区的三江侗族自治县为例,在分析当地自然环境、交通条件、经济概况、文化资源等发展现状的基础上,研究该地区旅游发展的现存困境,并尝试提出民族地区旅游电商化的对策,以旅游电商化的可行性路径助推以三江县为代表的民族地区实现乡村振兴的战略目标。The current Party and State are vigorously promoting the strategy of rural revitalization, aiming to promote the comprehensive development of rural areas and provide a rare historical opportunity for the economic and social development of rural areas, including ethnic areas. However, the key to the rural revitalization strategy lies in its implementation and effective application in local practices. This article takes Sanjiang Dong Autonomous County, which is an ethnic region, as an example. Based on the analysis of the local natural environment, transportation conditions, economic overview, cultural resources and other development status, it studies the existing difficulties in the tourism development of the region and attempts to propose countermeasures for the e-commerce of tourism in ethnic regions. The feasible path of tourism e-commerce is used to promote the strategic goal of rural revitalization in ethnic regions represented by Sanjiang County.
在互联网快速发展的背景下,少数民族手工艺的传承与发展面临新的机遇和挑战。以凯里苗绣集市为例,通过实地调查,得出互联网新兴技术为苗绣提供了展示和销售的新平台。通过借助社交媒体和电商等平台,使得苗绣的销售途径发生显著变化。互联网新兴技术的应用改变了传统手工艺的制作与传播方式,推动了创意与创新的结合,使得苗绣作品更具现代感和市场竞争力。然而,部分传统手工艺在商业化的过程中可能出现“低质化”,因此需要在保护民族文化遗产的同时,探索适当的创新方式。凯里苗绣集市作为互联网背景下的一个缩影,展示了少数民族手工艺在现代化进程中的变革与发展,为其未来的发展提供了新的视角和思路。In the background of the rapid development of the Internet, the inheritance and development of ethnic minority handicrafts face new opportunities and challenges. Taking the Kaili Miao embroidery market as an example, through on-site investigation, it is concluded that the emerging Internet technologies provide a new platform for Miao embroidery to showcase and sell. By leveraging social media and e-commerce platforms, the sales channels of Miao embroidery have undergone significant changes. The application of Internet emerging technologies has changed the way traditional handicrafts are made and disseminated, promoting the combination of creativity and innovation, making Miao embroidery works more modern and competitive in the market. However, some traditional handicrafts may become “low-quality” in the process of commercialization, so it is necessary to explore appropriate innovation methods while protecting the cultural heritage of ethnic minorities. The Kaili Miao embroidery market, as a microcosm in the Internet context, showcases the transformation and development of ethnic minority handicrafts in the modernization process, providing a new perspective and idea for its future development.
随着世界全球化和现代化,传统民族服饰的传承与创新面临着前所未有的挑战。在对黔中地区苗族服饰进行调查时发现,苗族服饰出现了纹样同质化的现象以及手工艺面临着失传的危机。互联网的快速发展,电子商务凭借其独特优势,正逐渐融入苗族手艺人当中,他们借助短视频和直播的电子商务新模式进行自我营销,增加苗族服饰的销量。本文在阐述电子商务平台发展现状的基础上,分析电子商务平台对苗族服饰文化传播的作用和意义,以期为苗族服饰的传承和创新提供参考。With the globalization and modernization of the world, the inheritance and innovation of traditional national costumes are facing unprecedented challenges. During the investigation of Miao people in central Guizhou, it was found that the phenomenon of homogenization of Miao people and the loss of handicrafts were in danger. With the rapid development of the Internet, e-commerce, with its unique advantages, is gradually integrated into the Miao craftsmen, who use the new e-commerce model of short video and live broadcast to market themselves and increase the sales of Miao clothing. On the basis of expounding the development status of e-commerce platform, this paper analyzes the role and significance of e-commerce platform on the dissemination of Miao costume culture, in order to provide reference for the inheritance and innovation of Miao costume.
博物馆文创产品是博物馆社会教育与服务功能的延伸,其不但承载着与博物馆相关的历史信息,而且随着时代的进步被赋予了新的文化内涵与审美艺术。人们在文创产品的使用过程中拥有文化体验,产生情感的共鸣,这种共鸣既能满足人们的精神文化需求,又能增强民族自豪感和文化认同。博物馆文创产品的传播,实现了博物馆的社会教育和公共服务功能,也能带来一定的经济效益,也是未来博物馆发展的新趋势。但是因为传统的电商销售模式的弊端,文创产品走进千家万户的目标遭遇到了瓶颈。随着互联网的广泛普及,“文创产品 + 电商”这一新型的交易平台成为文创产品进入流通环节的突破口,使得博物馆文创产品的电商化呈现广阔的发展前景。Museum cultural and creative products are an extension of the social education and service functions of museums. They not only carry historical information related to museums, but also have been endowed with new cultural connotations and aesthetic arts with the progress of the times. People have cultural experiences and emotional resonance in the use of cultural and creative products. This resonance can not only meet people’s spiritual and cultural needs, but also enhance national pride and cultural identity. The dissemination of cultural and creative products in museums has realized the social education and public service functions of museums, and can also bring certain economic benefits. It is also a new trend for the future development of museums. However, due to the drawbacks of traditional e-commerce marketing models, the goal of cultural and creative products entering thousands of households has encountered bottlenecks. With the widespread popularity of the Internet, the new trading platform of “cultural and creative products + e-commerce” has become a breakthrough for cultural and creative products to enter the circulation link, making the e-commerce of museum cultural and creative products have a broad development prospect.
暂无评论