基于因子分析的环球动漫嬉戏谷促销策略研究

A Study on the Promotion Strategy of Global Animation Joyland Based on Factor Analysis

文章通过对嬉戏谷五种促销策略——人员促销、广告、网络营销、公共关系和营业推广进行因子分析,总结出五种促销策略对人们的影响大小依次为网络营销、营业推广、广告、人员促销和公共关系。再对五种促销策略的吸引程度、赞同程度、认可程度分别进行分析得出结论,对游客的吸引程度依次为营业推广、人员促销、网络营销、公共关系和广告;游客的赞同程度依次为网络营销、公共关系、广告、营业推广和人员促销;游客的认可程度依次为网络营销、广告、人员促销、公共关系和营业推广,并在此基础上提出了相应的建议。

Based on the Factor Analysis theory, this paper analyzes the five promotion strategies of Joy- land--personal selling, advertising, network marketing, public relations and sales promotion. Thereby it con- cludes their degree of impact on people. Accordingly, the degree of impact from the highest to the lowest is network marketing, sales promotion, advertisement, personal selling and public relations. Furthermore, analyses are made of attraction, acceptation and recognition degrees of the five promotion strategies, and we have gained the sequential arrangement as follows： The attraction degree from the highest to the lowest is sales promotion, personal selling, network marketing ,public relations and advertisement;The agreement degree from the highest to the lowest is network marketing, public relations, advertisement, sales promotion and personal selling;The recognition degree from the highest to the lowest is network marketing, advertisement, personal selling, public relations and sales promotion. Based on these conclusions ,this paper puts forward corresponding suggestions.