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文化产品是典型的、以娱乐为目的的快乐消费,而满足人们快乐情感的途径是广泛的,并且这种情感存在主观差异性与替代性。在没有外在刺激的情况下,对同一品类文化产品而言,单位产品所带来的快乐强度随着时间推移而降低的速度更快,同时带给消费者的效用随着时间推移而降低的速度也更快。因此,文化产品相对于普通产品,平均生命周期更短,更容易陷入品牌疲劳现象当中。所谓品牌疲劳,是指消费者对产品的忠诚度和偏好度在短时间内急速下降的现象。本文在对这种现象产生的原因进行分析的基础上,提出了利用单一产品的版本效应,以及衍生产品的叠加效应进行创新的思路,为文化企业产品持续发展提出了相应的意见。
Cultural products are typical, entertainment for the purpose of happy consumption, and to meet people’s happy emotions is widespread, and there are subjective differences in this emotion and substitutability. In the absence of external stimuli, the intensity of happiness per unit of product delivered by the same product category decreases more rapidly over time, while the utility available to consumers is reduced over time Speed is faster. Therefore, compared with ordinary products, the average life cycle of cultural products is shorter and more likely to fall into the brand fatigue phenomenon. The so-called brand fatigue, refers to the consumer’s product loyalty and preference in the rapid decline in the short period of time phenomenon. Based on the analysis of the causes of this phenomenon, this paper puts forward the idea of making use of the version effect of single product and the superposition effect of derivative products, and puts forward corresponding opinions for the sustainable development of cultural enterprises.