西安生态文化建设的社会需求分析(Ⅲ):公众偏好——生态文化产品体系的调查与分析

Social Need Analysis of Eco-Culture Construction in Xi'an(Ⅲ) : Public preference:Investigation and Analysis of Eco-Culture Products System

生态文化产品主要是指具有流通功能、能够被赋予商品价值的承载着生态文化的物质与非物质实体。文中从属性与功能的综合角度将生态文化产品划分为自然实物、天然加工提炼、仿生、传媒、文艺、服务6个具体类型,并采取问卷调查的方法分析公众对生态文化产品的需求,结果表明:1)94%的公众接触过生态文化产品,且以自然实物类与仿生类为主;2)公众对生态文化产品的符号、艺术、纪念、功能价值均十分关注;3)对设计的使用性与创意性具有几乎同质的需求;4)较偏向于综合性的生态文化产品;5)对其品牌策略存在草根化和精英化两极态度;6)认为推广途径与产品效益发挥之间关联不大;7)对不同类型的产品存在不同的产品内容需求。在此基础上,从产品内涵、设计、属性、品牌策略、推广途径、内容等6方面对生态文化产品的发展方向进行了分析,并将需求与实际情况进行对比,进一步总结目前西安生态文化产品在产品推广、产品的品质、产品内容方面存在的问题,提出西安生态文化建设的相关对策。

Eco-cuhure products mainly refer to the material and non-material entities which have the circulation function and commodity value and carry eeo-culture as well. The paper divided eeo-culture products into 6 types, inclu- ding natural objects, naturally processed and extracted, bionics, media, arts and service, and used questionnaire survey to analyze public demand for eco-culture products. The result showed： （ 1 ） 94% of those surveyed used or knew coo-culture products, mainly nature objects and bionics; （2） the public paid attention to the symbol value, art value, commemorate value, and function value of eco-cnlture products ; （3） the public had a homogeneous needs of practicality and creativeness of a product; （4） the public preferred comprehensive coo-culture products, （5） the public had two obvious attitudes which were ＂grass-roots＂ and elitism on the brand strategy; （6） the public thought there was little connection between marketing approaches and product effects; （7） different preference for the contents of different products. On this basis, this paper analyzed the development direction of eco-culture products in relation of connotation, design, property, brand strategy, marketing approach and content, compared the preference and the reality and summed up the problems in terms of promotion, quality and contents of eco-eulture products. Finally, countermeasures were oroposed for eco-culture construction in Xi＇an.