动漫品牌形象对品牌忠诚影响研究

发布时间：2018-10-29 20:23

【摘要】：近年来随着我国动漫产业的完善与发展,动漫产业已经受到了国家的高度重视,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,而驱动品牌资产的关键要素和品牌资产的主要来源即为品牌形象,故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,从而尽可能地减少品牌竞争,最终形成强势品牌。本文首先对品牌形象、品牌忠诚、感知质量、感知价值、顾客满意进行相关理论回顾, 在以往理论研究基础上通过定性分析提出了动漫品牌形象测量指标体系,建立动漫品牌形象与品牌忠诚的影响机制模型,通过问卷调查的方式搜集实证研究需要的数据,在实证研究中采用统计分析软件SPSS17.0进行统计分析,通过因子分析检验动漫品牌形象量表的信度并建立动漫品牌形象测量模型,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度性,由动漫角色形象、动漫故事形象、产品形象、企业形象、市场表现以及品牌个性等六个维度构成。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:品牌形象对感知质量、感知价值、顾客满意、品牌忠诚均有直接的正向影响,对感知价值、顾客满意、品牌忠诚均有间接影响。三、品牌个性是动漫品牌形象各维度中对品牌忠诚影响最关键的因素。本文结论为动漫企业带来三点启示:一、品牌形象对感知质量、感知价值、顾客满意和顾客忠诚都产生了影响,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。品牌个性是影响消费者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。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。四、动漫企业在定位品牌形象及制定营销策略应充分考虑15到30岁消费群体,拓展消费市场。
[Abstract]:In recent years, with the improvement and development of China's animation industry, the animation industry has been highly valued by the country, a large number of animation companies were born under 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. China's animation market has entered the era of brand competition, the competition among enterprises is ultimately the competition among brands, and the key elements driving brand equity and the main source of brand equity is brand image. Therefore, animation enterprises can develop unique brand image through brand positioning and marketing activities, and establish attractive differentiated brand image strategy, so as to reduce brand competition as much as possible, and finally form a strong brand. Firstly, this paper reviews the related theories of brand image, brand loyalty, perceived quality, perceived value and customer satisfaction. On the basis of previous theoretical research, the paper puts forward the measurement index system of animation brand image through qualitative analysis. This paper establishes the influence mechanism model of animation brand image and brand loyalty, collects the data needed in the empirical research by questionnaire, and uses the statistical analysis software SPSS17.0 to carry on the statistical analysis in the empirical research. Through factor analysis to test the reliability of the animation brand image scale and establish the animation brand image measurement model, then through reliability analysis to test the reliability of the data, through correlation analysis to test the correlation coefficient between variables. Finally, the influence mechanism model and hypothesis of brand image on brand loyalty are verified by multiple regression analysis. Based on the empirical analysis, this paper draws the following main conclusions: first, the animation brand image has multi-dimensional, by animation characters image, animation story image, product image, corporate image, Market performance and brand personality constitute six dimensions. Second, verify the animation brand image and brand loyalty mechanism model, empirical results show that: brand image has a direct positive impact on perceived quality, perceived value, customer satisfaction, brand loyalty, to perceived value, customer satisfaction. Brand loyalty has an indirect effect. Thirdly, brand personality is the most important factor influencing brand loyalty in all dimensions of animation brand image. The conclusion of this paper brings three enlightenments for animation companies: first, brand image has an impact on perceived quality, perceived value, customer satisfaction and customer loyalty, and the establishment of positive brand image can create value for the enterprise. 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. Brand personality is the key factor influencing consumer brand loyalty. Brand 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. Fourth, animation companies should fully consider 15 to 30 years old consumer groups and expand the consumer market in positioning brand image and formulating marketing strategy.
【学位授予单位】：杭州电子科技大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：G124

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