Therefore, The Influence Factors Of The Different Willingness To Purchase Products Of Ya Company With Children's Music Education Households Can Be Avoided

The Chinese nation has five thousand years of splendid civilization and has accumulated a long and profound national culture.The traditional culture which has continued until now is not only an extremely valuable cultural heritage for the descendants of China,but also of extraordinary significance to the social process and evolution of all mankind.In the nineteen major reports of the Communist Party of China,general secretary Xi Jinping once again stressed:"culture is the soul of a country and a nation." "Without a high degree of cultural confidence and cultural prosperity,there will be no great rejuvenation of the Chinese nation."Children are the future of the country and the hope of the nation.It is the historical mission of every generation of Chinese people to make these traditional cultures continue smoothly and carry forward in the future generations.The national government departments have listed.the inheritance and dissemination of traditional Chinese culture as the focus of cultural work in China.The favorable policies have promoted the continuous warming of traditional cultural books.In recent years,the publishing market of traditional culture books in China has grown rapidly.Many publishing houses have published various traditional culture books,and Y company has also joined the ranks.After three years of R&D and operation,Y company has launched the "Forbidden City Series for children"children's books.Some of the books are in good sales,but most of the products are in average sales,and the profits from books are not enough to support the operating costs of Y company.Therefore,to explore whether consumers have the willingness to purchase the children's education products of the Forbidden City,the influencing factors of the willingness to purchase the children's education products of the Forbidden City,and how to enhance the consumers' willingness to purchase the children's education products of the Forbidden City,actively optimize the quality of the children's education products in the Forbidden City,and attract more consumers to have purchasing behaviors In order to obtain survival opportunities,we need to study.Based on the purpose of enhancing consumers' purchase intention of Y company's children's education products,in the era of higher and higher degree of social informatization,this study takes the grounded theory,4P(traditional marketing)theory,4C marketing theory and 4I(Network Integrated Marketing)theory as the theoretical guidance,taking Y company as the case object,taking the influencing factors of the purchase intention of children's education products in the Forbidden City as the case Based on the domestic and foreign research on the influence of product brand,value,word-of-mouth,purchase experience and other factors on purchase intention,combined with the current situation of Y company and the characteristics of consumers,through the in-depth interviews with the members of the cultural exchange group of the Forbidden City of Y company and the investigation notes of the field investigation of W kindergarten,the Palace Museum children are constructed The influencing factors model of children's educational product purchase intention is analyzed by spss24.0 software,and the main influencing factors are obtained.The conclusions are as follows:First,it is found that most consumers have the willingness to buy the children's education products of the Forbidden City.Under the comprehensive effect of the policy of cultural power,the continuous improvement of national economic level and the continuous improvement of national cultural self-confidence,most consumers have the willingness to purchase;secondly,the influencing factors of the purchase intention of children's education products in the Palace Museum are the results of the interaction of internal and external factors,subjective and objective,which integrates the personal factors of consumers and product factors;thirdly,the influence of various factors There are significant differences in the influence of factors on the purchase intention of children's educational products in the Forbidden City.Compared with the individual factors of consumers,the product itself has the most obvious influence,among which the utility factor,authority factor and price factor are particularly prominent;fourthly,improving the utility factor of children's education products in the Forbidden City is the key to stimulate consumers' purchase intention.The lack of product knowledge,lack of childishness and weak correlation with disciplines directly affect the formation of the purchase intention of children's educational products in the Forbidden City.