消费者品牌偏好对文化产品需求的影响

对文化产品需求进行深入研究,有助于文化企业的品牌市场运作,也有助于区域文化产业的跨越式发展。本文从文化产品需求的影响因素入手,以品牌关系管理为研究视角,运用实证研究方法,探讨消费者品牌偏好对文化产品需求的影响。研究结论显示出消费者对文化产品的需求存在结构差异;对不同品类的文化产品需求存在品牌偏好的差异;品牌偏好影响文化产品需求的程度按高低排序为舞台剧、电台广播、游戏产品及动漫、体育运动用品、图书及报纸杂志、旅游产品、影视、博览会消费品。本研究旨在为企业文化产品的品牌管理活动和政府管理机构制定文化产业发展政策提供理论支持。

A deep study on culture product needs is helpful for businesses to manage brand marketing and for governments to develop the culture industry. From a perspective of brand relationship management, this paper explores the impacts of consumer brand preferences on culture product needs by empirical research method based on analyzing influential elements of culture product needs. The results show that there exist differences in structures and brand preferences of culture product needs of consumers. The impacts of consumer brand preferences on culture product needs are sorted from the high to low level by live operas, radio broadcasts, game products, animations, sporting goods, books, newspapers and magazines, tourism products, films and TV plays, and fair goods. The analysis gives a theoretical support for enterprises to run culture brand marketing and for govern- ments to make policies of developing the culture industry.