消費者選擇影院觀影的影響因素研究
發(fā)布時間：2018-08-04 15:04
【摘要】：近些年來,我國電影市場正在飛速發(fā)展,無論是總體影院數(shù)量還是票房水平都取得了顯著的增長,但是其發(fā)展過程中也存在不少問題,如平均觀影人數(shù)不足、單位票房收入不高、后電影產(chǎn)品開發(fā)不足等,使得我國影院的整體管理水平和盈利水平與國外相比仍有十分明顯的差距。這其中涉及多方面的原因,包括宏觀社會文化因素、政府相關(guān)政策、影院的組織模式及經(jīng)營策略等。學者們對影院盈利水平的研究大多以影院自身為出發(fā)點,集中于探討其經(jīng)營模式和經(jīng)營策略,很少學者以消費者行為為切入點,更缺乏通過實證研究來探究消費者選擇影院觀影的影響因素。消費者選擇與否直接影響了影院的盈利能力和水平,因而本文以終端消費者為出發(fā)點,通過實證研究來探究消費者選擇影院觀影的影響因素。 本文以我國電影市場的現(xiàn)狀和存在的問題為研究起點,通過實證研究的方法,歸納總結(jié)出影響消費者觀影的因素,并據(jù)此提出相關(guān)的營銷策略來提升影院的盈利水平。文章主要分為以下五個部分：第一部分,引言。提出了本文的研究背景、研究意義、研究方法、研究思路和研究內(nèi)容。第二部分,對國內(nèi)外相關(guān)文獻進行回顧。主要闡述了電影產(chǎn)業(yè)鏈、電影院線制的相關(guān)理論,并簡要介紹消費者行為理論以及學者基于消費者行為角度對影院選擇因素的研究。第三部分為實證研究。首先,組織焦點小組訪談、預調(diào)查、正式調(diào)查提煉出了18個消費者選擇影院觀影的影響因素；然后,通過探索性因子分析和驗證性因子分析把18個影響因素歸納為5類；最后,運用主成分分析方法分別計算消費者選擇影院觀影的18個影響因素各自的權(quán)重,探究各影響因素對消費者選擇影院觀影的影響程度大小。第四部分,個案分析。選擇國內(nèi)較為成功的電影院線企業(yè)——萬達影院為個案分析對象,介紹萬達影院的經(jīng)營策略,并與第三部分實證研究相關(guān)結(jié)論進行對比。第五部分,闡述研究結(jié)論并進行展望。根據(jù)實證研究的結(jié)論,為電影院線企業(yè)提出相關(guān)的營銷策略,以提升其盈利水平和競爭力,最后指出文章的不足之處,并為學者的未來研究方向提出建議。 研究發(fā)現(xiàn),消費者選擇影院觀影的影響因素一共可以整理成18個,這18個影響因素進而可以歸納為5類,分別命名為價格合理、方便快捷、個人取向、環(huán)境促進和宣傳引導。把各影響因素進行權(quán)重排序,發(fā)現(xiàn)按照重要程度大小依次為宣傳引導、價格合理、方便快捷、個人取向和環(huán)境促進。這說明宣傳引導和價格是影響消費者選擇的重要因素,但是有效的宣傳可以降低消費者對價格的敏感程度；方便快捷因素對于消費者選擇影院也有相對重要影響,而個人取向和環(huán)境促進影響則較為微弱。本文最后依照實證研究結(jié)論,提出相應(yīng)的營銷對策,包括：合適的定價策略、暢通的觀影通道、愉悅的觀影氛圍、出眾的前期宣傳。
[Abstract]:In recent years, the film market of our country is developing rapidly, both the total number of cinemas and the level of box office have achieved remarkable growth, but there are many problems in its development process, such as insufficient average number of people watching movies. The unit box office income is not high and the development of post-movie products is insufficient, which makes the overall management level and profit level of Chinese cinemas still have a very obvious gap compared with foreign countries. This involves various reasons, including macro social and cultural factors, government policies, cinema organization and management strategies. Most of the scholars' studies on the profit level of cinemas are based on the cinema itself, focusing on its business model and management strategy, and few scholars take consumer behavior as the starting point. More lack of empirical research to explore the impact of consumer choice of cinema viewing factors. The choice of consumers directly affects the profitability and level of cinemas, so this paper takes the end-consumers as the starting point, through empirical research to explore the impact of consumer choice of cinema viewing factors. Based on the current situation and existing problems of the film market in China, this paper sums up the factors that affect the consumers' viewing of film through the method of empirical research, and then puts forward relevant marketing strategies to improve the profitability of cinemas. The article is divided into the following five parts: the first part, introduction. The research background, research significance, research methods, research ideas and research contents of this paper are put forward. The second part reviews the relevant literature at home and abroad. This paper mainly expounds the theory of film industry chain and the line system of film academy, and briefly introduces the theory of consumer behavior and the research on the factors of cinema selection based on the angle of consumer behavior. The third part is empirical research. First of all, organizing focus group interviews, pre-investigation, and formal investigation to extract the influencing factors of 18 consumers' choice of cinema viewing; then, through exploratory factor analysis and confirmatory factor analysis, the 18 influencing factors are classified into five categories; finally, Using principal component analysis (PCA) method to calculate the weight of 18 influencing factors of consumers' choice of cinema, and to explore the degree of influence of these factors on consumers' choice of cinema. The fourth part, case analysis. This paper chooses Wanda Cinema, a successful domestic cinema company, as the case study object, introduces the management strategy of Wanda Cinema, and compares it with the related conclusions of the third part of the empirical study. The fifth part, expatiates the research conclusion and carries on the prospect. According to the conclusion of the empirical study, this paper puts forward the relevant marketing strategies for the cinema enterprises in order to improve their profitability and competitiveness, and finally points out the deficiencies of the article, and puts forward some suggestions for the future research direction of the scholars. It is found that the influencing factors of consumers' choice of cinema can be sorted into 18, and the 18 factors can be classified into 5 categories, named as reasonable price, convenience, personal orientation, environmental promotion and publicity guidance. According to the weight order of each influencing factor, it is found that the order of importance is propaganda and guidance, reasonable price, convenience, personal orientation and environmental promotion. This shows that propaganda guidance and price are important factors that affect consumers' choices, but effective publicity can reduce consumers' sensitivity to prices; convenience and shortcut factors also have a relatively important impact on consumers' choice of cinemas. Personal orientation and environmental impact are weak. Finally, according to the conclusion of empirical research, the paper puts forward the corresponding marketing countermeasures, including: appropriate pricing strategy, unblocked viewing channels, pleasant viewing atmosphere, outstanding pre-publicity.
【學位授予單位】：安徽大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：J943
本文編號：2164252
[Abstract]:In recent years, the film market of our country is developing rapidly, both the total number of cinemas and the level of box office have achieved remarkable growth, but there are many problems in its development process, such as insufficient average number of people watching movies. The unit box office income is not high and the development of post-movie products is insufficient, which makes the overall management level and profit level of Chinese cinemas still have a very obvious gap compared with foreign countries. This involves various reasons, including macro social and cultural factors, government policies, cinema organization and management strategies. Most of the scholars' studies on the profit level of cinemas are based on the cinema itself, focusing on its business model and management strategy, and few scholars take consumer behavior as the starting point. More lack of empirical research to explore the impact of consumer choice of cinema viewing factors. The choice of consumers directly affects the profitability and level of cinemas, so this paper takes the end-consumers as the starting point, through empirical research to explore the impact of consumer choice of cinema viewing factors. Based on the current situation and existing problems of the film market in China, this paper sums up the factors that affect the consumers' viewing of film through the method of empirical research, and then puts forward relevant marketing strategies to improve the profitability of cinemas. The article is divided into the following five parts: the first part, introduction. The research background, research significance, research methods, research ideas and research contents of this paper are put forward. The second part reviews the relevant literature at home and abroad. This paper mainly expounds the theory of film industry chain and the line system of film academy, and briefly introduces the theory of consumer behavior and the research on the factors of cinema selection based on the angle of consumer behavior. The third part is empirical research. First of all, organizing focus group interviews, pre-investigation, and formal investigation to extract the influencing factors of 18 consumers' choice of cinema viewing; then, through exploratory factor analysis and confirmatory factor analysis, the 18 influencing factors are classified into five categories; finally, Using principal component analysis (PCA) method to calculate the weight of 18 influencing factors of consumers' choice of cinema, and to explore the degree of influence of these factors on consumers' choice of cinema. The fourth part, case analysis. This paper chooses Wanda Cinema, a successful domestic cinema company, as the case study object, introduces the management strategy of Wanda Cinema, and compares it with the related conclusions of the third part of the empirical study. The fifth part, expatiates the research conclusion and carries on the prospect. According to the conclusion of the empirical study, this paper puts forward the relevant marketing strategies for the cinema enterprises in order to improve their profitability and competitiveness, and finally points out the deficiencies of the article, and puts forward some suggestions for the future research direction of the scholars. It is found that the influencing factors of consumers' choice of cinema can be sorted into 18, and the 18 factors can be classified into 5 categories, named as reasonable price, convenience, personal orientation, environmental promotion and publicity guidance. According to the weight order of each influencing factor, it is found that the order of importance is propaganda and guidance, reasonable price, convenience, personal orientation and environmental promotion. This shows that propaganda guidance and price are important factors that affect consumers' choices, but effective publicity can reduce consumers' sensitivity to prices; convenience and shortcut factors also have a relatively important impact on consumers' choice of cinemas. Personal orientation and environmental impact are weak. Finally, according to the conclusion of empirical research, the paper puts forward the corresponding marketing countermeasures, including: appropriate pricing strategy, unblocked viewing channels, pleasant viewing atmosphere, outstanding pre-publicity.
【學位授予單位】：安徽大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：J943
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