消费者选择影院观影的影响因素研究

发布时间：2018-08-04 15:04

【摘要】：近些年来,我国电影市场正在飞速发展,无论是总体影院数量还是票房水平都取得了显著的增长,但是其发展过程中也存在不少问题,如平均观影人数不足、单位票房收入不高、后电影产品开发不足等,使得我国影院的整体管理水平和盈利水平与国外相比仍有十分明显的差距。这其中涉及多方面的原因,包括宏观社会文化因素、政府相关政策、影院的组织模式及经营策略等。学者们对影院盈利水平的研究大多以影院自身为出发点,集中于探讨其经营模式和经营策略,很少学者以消费者行为为切入点,更缺乏通过实证研究来探究消费者选择影院观影的影响因素。消费者选择与否直接影响了影院的盈利能力和水平,因而本文以终端消费者为出发点,通过实证研究来探究消费者选择影院观影的影响因素。本文以我国电影市场的现状和存在的问题为研究起点,通过实证研究的方法,归纳总结出影响消费者观影的因素,并据此提出相关的营销策略来提升影院的盈利水平。文章主要分为以下五个部分：第一部分,引言。提出了本文的研究背景、研究意义、研究方法、研究思路和研究内容。第二部分,对国内外相关文献进行回顾。主要阐述了电影产业链、电影院线制的相关理论,并简要介绍消费者行为理论以及学者基于消费者行为角度对影院选择因素的研究。第三部分为实证研究。首先,组织焦点小组访谈、预调查、正式调查提炼出了18个消费者选择影院观影的影响因素；然后,通过探索性因子分析和验证性因子分析把18个影响因素归纳为5类；最后,运用主成分分析方法分别计算消费者选择影院观影的18个影响因素各自的权重,探究各影响因素对消费者选择影院观影的影响程度大小。第四部分,个案分析。选择国内较为成功的电影院线企业——万达影院为个案分析对象,介绍万达影院的经营策略,并与第三部分实证研究相关结论进行对比。第五部分,阐述研究结论并进行展望。根据实证研究的结论,为电影院线企业提出相关的营销策略,以提升其盈利水平和竞争力,最后指出文章的不足之处,并为学者的未来研究方向提出建议。研究发现,消费者选择影院观影的影响因素一共可以整理成18个,这18个影响因素进而可以归纳为5类,分别命名为价格合理、方便快捷、个人取向、环境促进和宣传引导。把各影响因素进行权重排序,发现按照重要程度大小依次为宣传引导、价格合理、方便快捷、个人取向和环境促进。这说明宣传引导和价格是影响消费者选择的重要因素,但是有效的宣传可以降低消费者对价格的敏感程度；方便快捷因素对于消费者选择影院也有相对重要影响,而个人取向和环境促进影响则较为微弱。本文最后依照实证研究结论,提出相应的营销对策,包括：合适的定价策略、畅通的观影通道、愉悦的观影氛围、出众的前期宣传。
[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.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J943

【参考文献】