【摘要】：摘要：近年來,隨著我國動(dòng)漫產(chǎn)業(yè)的完善與發(fā)展,動(dòng)漫產(chǎn)業(yè)越來越受到國家的高度重視。動(dòng)漫產(chǎn)業(yè)在“十二五”規(guī)劃綱要中被列入國家重點(diǎn)發(fā)展產(chǎn)業(yè)對(duì)象之后,我國的動(dòng)漫企業(yè)無論是從數(shù)量上還是質(zhì)量上都有了較大的提升,一大批動(dòng)漫企業(yè)在政府的扶持下誕生,動(dòng)漫產(chǎn)業(yè)有了良好的發(fā)展勢(shì)頭。目前,國內(nèi)已初步形成上海、長沙、廣州、深圳等動(dòng)漫產(chǎn)業(yè)基地。中國動(dòng)漫市場(chǎng)已經(jīng)進(jìn)入品牌競(jìng)爭(zhēng)時(shí)代,企業(yè)之間的競(jìng)爭(zhēng)歸根結(jié)底是品牌之間的競(jìng)爭(zhēng),而品牌資產(chǎn)的關(guān)鍵要素和品牌資產(chǎn)的主要來源都是品牌形象。與此同時(shí),與美國、日本等動(dòng)漫出口大國相比,我國的動(dòng)漫產(chǎn)業(yè)仍處于初步發(fā)展階段,面對(duì)國外動(dòng)漫產(chǎn)業(yè)強(qiáng)大的文化進(jìn)攻和動(dòng)漫產(chǎn)品輸入仍難以抗衡,在動(dòng)漫品牌建設(shè)和提高國產(chǎn)動(dòng)漫滿意和忠誠能力方面更顯薄弱。因此,動(dòng)漫企業(yè)可以通過品牌定位和營銷活動(dòng)開發(fā)獨(dú)特的品牌形象,建立有吸引力的差異化品牌形象策略,形成強(qiáng)勢(shì)品牌。 本文首先對(duì)品牌、動(dòng)漫品牌、品牌形象、感知價(jià)值、顧客滿意和顧客忠誠進(jìn)行了理論回顧。在以往理論研究的基礎(chǔ)上,通過定性分析和參考專家意見提出了較為完善的動(dòng)漫品牌形象測(cè)量指標(biāo)體系動(dòng)漫品牌形象與漫迷忠誠的影響機(jī)制的假設(shè)模型,通過進(jìn)行大量的問卷調(diào)查,共搜集有效數(shù)據(jù)303份,采用SPSS數(shù)據(jù)分析方法探討了動(dòng)漫品牌形象各因子對(duì)感知價(jià)值、漫迷滿意和忠誠的影響機(jī)制,對(duì)動(dòng)漫品牌形象各維度與漫迷滿意度和忠誠度的關(guān)系假設(shè)進(jìn)行了檢驗(yàn),隨后通過可靠性分析檢驗(yàn)數(shù)據(jù)的可靠性,通過相關(guān)分析檢驗(yàn)各變量之間的相關(guān)系數(shù),最后通過多元回歸分析驗(yàn)證了品牌形象對(duì)品牌忠誠的影響機(jī)制模型及假設(shè)。 本文在實(shí)證分析的基礎(chǔ)上得出以下主要研究結(jié)論：一、動(dòng)漫品牌形象具有多維性,動(dòng)漫品牌形象由產(chǎn)品形象、動(dòng)漫故事、動(dòng)漫角色形象、企業(yè)形象、品牌知曉度和產(chǎn)品質(zhì)量六個(gè)維度構(gòu)成。二、驗(yàn)證了動(dòng)漫品牌形象與品牌忠誠的機(jī)制模型,實(shí)證結(jié)果表明品牌形象各因子對(duì)感知質(zhì)量、漫迷滿意和漫迷忠誠的影響程度不一,漫迷滿意具有顯著的中介效應(yīng)。 本研究的結(jié)論為國產(chǎn)動(dòng)漫企業(yè)帶來三點(diǎn)啟示：一、品牌形象對(duì)感知價(jià)值、漫迷滿意和漫迷忠誠都產(chǎn)生了影響,建立正面的品牌形象可以為企業(yè)創(chuàng)造價(jià)值。二、動(dòng)漫企業(yè)建立品牌形象時(shí)需要明晰策略,區(qū)分品牌形象對(duì)顧客消費(fèi)行為不同過程的影響效應(yīng)。產(chǎn)品形象和品牌知曉度是影響漫迷品牌忠誠的關(guān)鍵因素,制定品牌戰(zhàn)略時(shí)要充分強(qiáng)調(diào)品牌定位和產(chǎn)品定位。三、動(dòng)漫企業(yè)在構(gòu)建品牌形象體系中,應(yīng)充分考慮各種營銷傳播策略對(duì)品牌形象各維度的互補(bǔ)性和替代性,從而選擇最佳的營銷傳播策略。
[Abstract]:Abstract: in recent years, with the improvement and development of China's animation industry, animation industry has been paid more and more attention. After the animation industry was listed in the outline of the 12th Five-Year Plan, the animation companies of our country have greatly improved both in quantity and quality, and a large number of animation companies have been born with the support of the government. Animation industry has a good momentum of development. At present, China has initially formed Shanghai, Changsha, Guangzhou, Shenzhen and other animation industry bases. Chinese animation market has entered the era of brand competition, the competition among enterprises is ultimately the competition between brands, and the key elements of brand equity and the main source of brand equity are brand image. At the same time, compared with the big export countries such as the United States and Japan, the animation industry of our country is still in the initial stage of development, facing the powerful cultural attack of the foreign animation industry and the import of animation products, it is still difficult to compete. In animation brand building and improve domestic animation satisfaction and loyalty more weak. Therefore, animation companies can develop unique brand image through brand positioning and marketing activities, establish attractive differentiated brand image strategy, and form a strong brand. This paper first reviews the brand, animation brand, brand image, perceived value, customer satisfaction and customer loyalty. On the basis of the previous theoretical research, through qualitative analysis and expert opinion, this paper puts forward a more perfect animation brand image measurement index system, animation brand image and the influence mechanism of fan loyalty hypothetical model. Through a large number of questionnaires, a total of 303 effective data collection, using SPSS data analysis method to explore the impact of the factors of animation brand image on perceived value, fan satisfaction and loyalty mechanism, The relationship between the animation brand image dimensions and fan satisfaction and loyalty is tested, and then reliability analysis is used to test the reliability of the data, and correlation analysis is used to test the correlation coefficient among the variables. Finally, the influence mechanism model and hypothesis of brand image on brand loyalty are verified by multiple regression analysis. On the basis of empirical analysis, this paper draws the following main conclusions: first, animation brand image has multi-dimensional, animation brand image by product image, animation story, animation character image, corporate image, Brand awareness and product quality constitute six dimensions. Secondly, it verifies the mechanism model of animation brand image and brand loyalty. The empirical results show that the factors of brand image have different influence on perceived quality, mannerism satisfaction and mannerism loyalty, and mania satisfaction has significant intermediary effect. The conclusion of this study brings three enlightenments for domestic animation companies: first, brand image has an impact on perceived value, satisfaction and loyalty of fans, and establishing a positive brand image can create value for enterprises. Second, animation companies need to make clear strategies when establishing brand image, and distinguish the effect of brand image on different processes of consumer behavior. Product image and brand awareness are the key factors that affect brand loyalty. Brand positioning and product positioning should be emphasized when making brand strategy. Thirdly, in the construction of brand image system, animation companies should consider the complementarity and substitution of various marketing communication strategies to brand image dimensions, so as to choose the best marketing communication strategy.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：G124

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本文編號(hào)：2123915