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作者从两个角度对民族工艺品品牌构建的影响因素进行了研究,其一是企业内部的影响因素,其二为消费者影响因素。企业内部影响因素的分析结果显示,最重要的影响因素是独特的手工艺技术、政府的大力支持、充裕的资金等因素;消费者影响因素分析结果显示,影响因素主要分为四大类:产品形象、企业形象、价格影响、促销影响,通过结构方程模型验证性因子分析,结果显示在四大类影响因素中,产品形象维度的影响最大,其次是价格影响维度,最后是企业形象维度和促销影响维度。
The author studies the influencing factors of national handicrafts brand building from two angles. One is the internal factors and the second is the consumer influence factors. The analysis of internal influencing factors shows that the most important influencing factors are unique handicrafts, strong support from the government and abundant capital. The analysis of consumer influencing factors shows that the influencing factors are mainly divided into four categories: product image , Corporate image, price impact and promotion effect. Through structural factor model confirmatory factor analysis, the results show that among the four types of influencing factors, the product image dimension has the greatest impact, followed by the price impact dimension, and finally the corporate image dimension and the promotion effect Dimension.