对传统非遗手工艺品的市场调查与研究——以大连贝雕为例

Market Research and Study on Traditional Intangible Cultural Heritage Handicrafts—Taking Dalian Shell Carving as an Example

摘要: 本研究以非遗手工艺品发展传承——以大连贝雕为例，考察了大连贝雕购买行为的影响因素、消费者对大连贝雕的满意度，从而深入探究影响大连贝雕发展的因素，并为大连贝雕的发展提出建议。本文采用问卷调查法对大连市居民进行调查，研究发现，女性对于大连贝雕的购买力超过男性，大连贝雕的购买群体主要集中在60~80后，90~00后在了解方面出现了断层。PROBIT回归结果显示，“受教育水平”和“对大连贝雕的了解”两因素对消费者购买大连贝雕行为产生了显著的影响；“性别”、“年龄”和“是否是大连本地居民”会对购买大连贝雕的满意度产生显著影响。根据样本数据和实证结果从产品、价格、市场和渠道等方面为大连贝雕的发展提出建议。

Abstract: This study examines the development and preservation of intangible cultural heritage handicrafts, using Dalian shell carving as a case study to analyze the influencing factors of purchasing behavior and consumer satisfaction. The research aims to identify key drivers for the growth of Dalian shell carving and propose actionable recommendations. Through questionnaire surveys conducted among Dalian residents, findings revealed that women demonstrate stronger purchasing power than men, with the primary buyers falling within the post-1960s to post-1980s generations, while there is a noticeable knowledge gap among post-1990s generations. PROBIT regression analysis indicated that “education level” and “knowledge of Dalian shell carving” significantly influence purchase decisions, whereas “gender,” “age,” and “local residency status” substantially affect satisfaction levels. Based on empirical data, the study offers recommendations for advancing Dalian shell carving development across product design, pricing strategies, market expansion, and distribution channels.