A Research On The Micro Marketing Model Of Ethnic Handicrafts Tourism Products Based On Purchase Intention

Guizhou folk arts and crafts tourism commodities in spite of the government’s strong push to achieve certain results, but the industrial development is still not ideal, and marketing is the core elements of restricting the development of its industrialization. With the "Internet +" rise as a national strategy, micro marketing is considered to be the promoter of a new generation of marketing, therefore, micro marketing will be one of the keys to opening the Guizhou folk arts and crafts tourism commodity market. In practice, Guizhou folk arts and crafts tourism commodity micro marketing is still in the exploratory stage. Literature study found, most researchers believe that industrialization is an effective way to promote the development of ethnic handicrafts tourism products, is an effective way to promote the cultural heritage of ethnic handicrafts. But the research of the industrialization development mode is mainly focused on the qualitative research of strategic countermeasures and suggestions, little empirical research has been done, and in Guizhou ethnic arts and crafts tourism commodity micro marketing on consumer behavior, especially on purchase intention influence research is scarce. Micro marketing based on the one by one to fans as the core of the honeycombs. Therefore, it is of great significance to study the micro marketing of Guizhou folk arts and crafts tourism from the perspective of consumers’ purchase intention. This research take the consumer’s purchase intention as the breakthrough point, based on the perceived value, perceived risk as the theory and research methods, and the influence factors of the micro marketing of Guizhou folk arts and crafts tourism commodity micro marketing to consumers’ purchase intention. At the same time, combined with the theory and method of "design idea", the micro marketing mode of national handicraft tourism products was studied.From the perspective of perceived value and perceived risk, this study investigated the influence of Guizhou minority handicrafts tourism commodities on the purchase intention of consumers in micro marketing. First of all, through the literature on the theory of purchase intention, perceived value, perceived risk theory and "design idea" theory of literature review and theoretical construction. Second, through the expert consultation and online and offline interview, extract the Guizhou ethnic arts and crafts tourism commodity micro marketing on purchase intention influence of the six factors, namely demand correlation, brand awareness, marketing activities, and fans of the interaction, the quality of information and opinion leaders in. With the two intermediate variables(perceived value, perceived risk) construction of the Guizhou national handicraft tourism commodity micro marketing influence on consumer purchase intention model. Third, using Likert scales designed to measure the index of 6 variables to form the final questionnaire. Finally, after the smallsample test of the questionnaire, the questionnaire was distributed to 240 valid questionnaires.By statistical analysis software SPSS17.0 of the original data, Descriptive statistical analysis, exploratory factor analysis, correlation analysis and regression analysis were used to verify the model and hypotheses. Empirical results show that: 6 factors have a higher rate of interpretation; Perceived value and perceived risk have direct impact on purchase intention; In addition to the demand correlation, the remaining 5 factors are positively correlated with perceived value,and "the opinion leaders in” has the greatest influence; In addition to “the opinion leaders in”," brand awareness”,the other 4 factors are related to perceived risk,and “fans of the interaction” has the greatest influence; “The opinion leaders in” “demand correlation”, “interaction with the fans” have a direct impact on Consumers purchase intention, and “interaction with the fans” has the greatest influence; The perceived value plays intermediary role partially in the relationship between “the interaction with fans” and the regression relationship of purchase intention, and the relationship between “the participation of opinion leader” and the regression relationship of purchase intention..On the above theories and methods, transferring results for operation of Guizhou ethnic arts and crafts tourism commodity micro marketing model, and draw lessons from "design idea" theory and method, the balance of consumer demand and business needs and existing feasible technical support for the national arts and crafts and Cultural Heritage Inheritance, innovation and industrialization development of symbiotic mode.