基于因子分析模型的非物质文化遗产品牌影响力实证研究

An Empirical Study on Brand Influence of Intangible Cultural Heritage based on Factor Analysis Model

本文以秋林品牌为例开展问卷调查,建立非物质文化遗产品牌评价指标体系,基于因子分析的方法,构建非物质文化遗产品牌评测模型,通过实证分析,证明了感知体验、品牌原产地优势、品牌形象等三个要素构成了非物质文化遗产品牌的主要测评变量,探讨影响非物质文化遗产品牌发展的主要因素及其各因素间的相互关系,提出在发展非遗品牌时要注重对不同文化消费群体的细分,针对不同消费群体,借助大数据有针对性地宣传培养潜在市场和潜在的消费者等对策建议。

This paper takes Qiulin brand as an example to carry out a questionnaire survey, establishes an intangible cultural heritage brand evaluation index system, and builds an intangible cultural heritage brand evaluation model based on factor analysis. Three elements, such as advantage and brand image, constitute the main evaluation variables of intangible cultural heritage brands, discuss the main factors affecting the development of intangible cultural heritage brands and the relationship between them, and propose that when developing intangible cultural heritage brands, we should pay attention to the development of intangible cultural heritage brands. The segmentation of different cultural consumer groups, for different consumer groups, with the help of big data, targeted publicity and training of potential markets and potential consumers and other countermeasures and suggestions.