Study On The Cultural Products’ Consumption Mechanism In Wuling Mountain Area Of Hunan Province

With the "Construction of Powerful Cultural Country",was written into the important direction of the future development of China,to occupy an increasingly important strategic position in China.Cultural industries as the rapid growth point in economy,play a significant role in the economy of China.Cultural products as the core carrier of the cultural industry,the competitiveness of its strength to a certain extent,determines the development trend of the industry.At present,the researches on cultural products started earlier,scholars put forward many valuable research results for the consumption of cultural products from different angles,but these research were based on the culture of other country,the proposed model is suitable in the study countries.While the domestic scholars of cultural products for consumers have also been studied in terms of consumption,but the study has yet to be further in-depth promotion.Based on the above considerations,this paper will research the scholars at the basis of exisiting achievement,discusses the cultural products market in Wuling Mountain Area of Hunan Province,put forward the simulation mechanism of cultural product consumption,analysis of the existing market,investigation of consumers’ characteristic consumption motivation to the "Tourism Performance" and "National Handicraft products",also study the consumer motivation,expectation,practical experience,satisfaction and loyalty,with the empirical model to examine the results of research in this situation,finally put forward the corresponding marketing countermeasures.According to the research and analysis,then can find out the direction of the development of the cultural industry in the region and the rules of the consumption mechanism of the cultural products,and finally put forward some suggestions according to the problems in the consumption mechanism.This paper mainly divided into five parts.Specifially as follows,the introduction part,including the research background and motivation,the framework of the research,basic theory and literature review,in this part,the theoretical basis and literature review carding the consumption mechanism model and the related factors at home and abroad.The first chapter mainly introduces the present situation of production and consumption in China and Hunan Wuling mountain area,especially for the five regions,Zhang Jiajie,Xiangxi,Huaihua and so on,at the same time,pointing out the contribution rate and development trend of cultural industry in Zhangjiajie and other places in Hunan province.The second chapter introduces the research methods and procedures of the consumption mechanism of cultural products,the consumption mechanism simulation model,The model includes four parts: consumer attitude,consumer motivation,decision-making behavior and post purchase information storage,and puts forward 8 hypotheses according to the model,assumptions are mainly around the consumer motivation on the purchase behavior of consumer motivation hypothesis,positive and negative effects on other factors within the mechanism hypothesis,and whether there is mutual influence factors hypothesis.The second chapter introduces the research methods and procedures of the consumption mechanism of cultural products,due to the consumption mechanism simulation model,and puts forward 8 hypotheses,the assumptions are mainly talking about the influence of consumer motivation on the purchase behavior,or positive and negative effects on other factors within the mechanism,and testing whether there is mutual influence factors.The third chapter analyzed and processed the questionnaire’s data uesd by the software of SPSS 13 and LISREL 8.70,the cultural product sorting the consumption motivation in Hunan Wuling mountain area from strong to weak arrangement are,the adventures of motivation,cultural experience motivation,obedience motivation,in addition,conspicuous motivation,enjoyment motivation and social motivation was not significant.besides,consumers are not limited to men and women,mostly concentrated in the 30-50 years old,the income of these people’s salaries more than 3000 yuan,especially 5000 yuan,about the college degree’s part,bachelor degree and junior college in the crowd.The way consumers buy cultural products mainly from,to find by themselves at the scene,from the network access and travel agencies.The conclusion is that consumer motivation is an important factor affecting consumer expectations,that is,to stimulate appropriate consumer motivation can form a fair consumer expectations.The expected positive effect the practical experience,satisfaction and practical experience is an important mediator to consumer loyalty.The fourth chapter is the main content of this paper,the main conclusions of this paper are discussed and analyzed,the direction of the development of cultural products in this region are as follows,Firstly,leisure and pleasure,luxury market are the leading role of the potential consumer demand in the region can play a new field of consumption;secondly,cultural industry chain in the future to expand and cross-border integration;thirdly,"Internet plus" will be the best way to promote the consumption of tourists.The mechanism of regular pattern are as follows,firstly,government or enterprises to establish the objective consumer behavior expected in favor of the regional cultural products consumer satisfaction,secondly,the area of cultural products and cultural products of the renewal speed of repurchase rate is positively related to the law so as to improve the product repurchase rate;thirdly,the connotation of cultural product promotion cannot do without the construction in area city image.In the consumption mechanism,there are still have three problems: first,lack of innovation power of cultural products,easy to limited by the background of regional tourism,cultural connotation still needs to be improved,the content of the product update could not keep pace with the demand of consumers;second,short board and lack of consumer market phenomenon;third,in service.Subject to the communication and channel constraints,consumer expectations before the establishment of care service is not accurate,lack of practical experience.and put forward three suggestions.One is,innovation driven implementation of supply-side reform of cultural products within the area,taking minority tourism as the core selling point of Hunan Wuling mountain area should strengthen the connotation construction of cultural products,in addition to the investment,must be optimized in the reform,transformation and innovation in three aspects,emphasizing the cultural innovation,the upgrading of products,stimulating consumption,driven by the market the "new" and "creative" at the same time.Folk culture should also be easy to understand the meaning of cultural products,to refine the content of the supply of culture,to promote the depth of local culture and spirit,rich cultural content;the secondly,make up the short board,open area cultural products category for the target market,mainly for leisure and cultural products,senior hedonic products on consumers of cultural products,to the age or aging market expansion;the last one is industrial upgrading,promote the development of the “cultural + service” product,shaping the objective consumer expectations,improve the service products care in this area,pay attention to reasonable planning and marketing atmosphere,vigorously strengthen the construction of information,to protect the development of cultural industry.