动漫品牌形象对漫迷忠诚度的影响因素研究
发布时间：2018-07-15 11:30
【摘要】：摘要：近年来,随着我国动漫产业的完善与发展,动漫产业越来越受到国家的高度重视。动漫产业在“十二五”规划纲要中被列入国家重点发展产业对象之后,我国的动漫企业无论是从数量上还是质量上都有了较大的提升,一大批动漫企业在政府的扶持下诞生,动漫产业有了良好的发展势头。目前,国内已初步形成上海、长沙、广州、深圳等动漫产业基地。中国动漫市场已经进入品牌竞争时代,企业之间的竞争归根结底是品牌之间的竞争,而品牌资产的关键要素和品牌资产的主要来源都是品牌形象。与此同时,与美国、日本等动漫出口大国相比,我国的动漫产业仍处于初步发展阶段,面对国外动漫产业强大的文化进攻和动漫产品输入仍难以抗衡,在动漫品牌建设和提高国产动漫满意和忠诚能力方面更显薄弱。因此,动漫企业可以通过品牌定位和营销活动开发独特的品牌形象,建立有吸引力的差异化品牌形象策略,形成强势品牌。 本文首先对品牌、动漫品牌、品牌形象、感知价值、顾客满意和顾客忠诚进行了理论回顾。在以往理论研究的基础上,通过定性分析和参考专家意见提出了较为完善的动漫品牌形象测量指标体系动漫品牌形象与漫迷忠诚的影响机制的假设模型,通过进行大量的问卷调查,共搜集有效数据303份,采用SPSS数据分析方法探讨了动漫品牌形象各因子对感知价值、漫迷满意和忠诚的影响机制,对动漫品牌形象各维度与漫迷满意度和忠诚度的关系假设进行了检验,随后通过可靠性分析检验数据的可靠性,通过相关分析检验各变量之间的相关系数,最后通过多元回归分析验证了品牌形象对品牌忠诚的影响机制模型及假设。 本文在实证分析的基础上得出以下主要研究结论：一、动漫品牌形象具有多维性,动漫品牌形象由产品形象、动漫故事、动漫角色形象、企业形象、品牌知晓度和产品质量六个维度构成。二、验证了动漫品牌形象与品牌忠诚的机制模型,实证结果表明品牌形象各因子对感知质量、漫迷满意和漫迷忠诚的影响程度不一,漫迷满意具有显著的中介效应。 本研究的结论为国产动漫企业带来三点启示：一、品牌形象对感知价值、漫迷满意和漫迷忠诚都产生了影响,建立正面的品牌形象可以为企业创造价值。二、动漫企业建立品牌形象时需要明晰策略,区分品牌形象对顾客消费行为不同过程的影响效应。产品形象和品牌知晓度是影响漫迷品牌忠诚的关键因素,制定品牌战略时要充分强调品牌定位和产品定位。三、动漫企业在构建品牌形象体系中,应充分考虑各种营销传播策略对品牌形象各维度的互补性和替代性,从而选择最佳的营销传播策略。
[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.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G124
[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.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G124
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