研究少数名族地区消费者对广告的认知
——以香格里拉县为对象
摘要：激活农村消费市场特别是我国少数名族地区，建设社会主义新农村已经成为我国政府工作的重点。并且，近几年我国西部地区经济快速发展，使得民众收入增加较快，以此同时，西部地区民众在精神文化、物质需求都有着较大的变化。再由于，我国媒体传媒技术发展迅速，制造成海量信息。同时广告与媒介有密切关系所以，在我们生活中广告无处不在，逐渐成为人们生活文化必不可少的一部分。对于我国少数民族消费者来说，每天面临着巨大量的广告轰炸，这到底对他们有利还是怎样的影响还是一个未知数。基于这样的一个问题，本文展开的研究，并且通过以香格里拉县为研究对象，对我国少数民族消费者对广告有着如何的认知程度，即对广告接触频率、广告偏好度及广告态度。[1]还通过以香格里拉县为对象来进一步研究广告对少数民族的影响及分析少数民族地区广告素养的现状，并提出了如何提高少数民族地区的消费者广告素养的有效措施。本文通过调查的方式在香格里拉县等农村地区进行实施，总结出广告在少数民族地区发展的一些建议，结合少数民族地区消费者对广告的认知程度，了解少数民族地区的市场，进而打开农村市场，为扩大内需提供一些具有参考价值的意见。[2]
关键词：少数民族地区，消费者，广告认知
Abstract: The activation of the rural consumer market, especially in areas of ethnic minority people , building a new socialist countryside has become the focus of our government work. Also, in recent years, China’s rapid economic development in western regions , making the public revenue increased rapidly, thus the same time, people in the western region in the spiritual and cultural , material needs have a greater change. Since then , the rapid development of China’s media, media technology , manufacturing a mass of information . So while closely related to advertising and media , advertising in our lives everywhere, becoming an essential part of people’s life and culture . For the minority of consumers who , faced with a huge amount of daily advertising bombardment , which in the end in their favor , or what kind of impact is still unknown. Based on such a problem, we expand the research , and through to Shangri-La County for the study of minority consumers how our advertising has a level of knowledge that the frequency of contact for advertising , advertising preference and advertising attitude. Also by the status quo to further study the impact of advertising on minorities and minority areas analyzed in Shangri-La County Literacy advertising targeting and propose effective measures on how to improve consumer advertising of literacy in minority areas . Through surveys conducted in rural areas , such as the implementation of the Shangri-La County , summed up some of the recommendations of the advertising development in ethnic minority areas , ethnic minority areas combined with consumer awareness of the advertisement , minority areas to understand the market , and then open the rural market provide some advice with reference value for the expansion of domestic demand.
Keywords: ethnic minority areas , consumers, advertising awareness,
目录：
绪论
调查地概况及样本特征
广告对少数民族地区消费者的影响
少数民族农村地区消费对广告认知分析
广告对少数民族地区农村消费者的后期消费影响分析
