基于因子分析法的国产动漫品牌定位评测模型研究

The Research of Domestic Animation Brand Positioning Evaluation Model Based on Factor Analysis

以品牌定位的准确性和差异性为核心要求,结合动漫产品的特点,制定品牌定位评测量表。在进行大样本调研的基础上,对回收数据进行探索性因子分析与验证性因子分析,最终形成动漫品牌定位评测模型。该模型有助于从准确性和差异性视角对动漫产品品牌进行定位,从而为动漫企业未来的产品开发提供参考。

Taking the accuracy and differences of brand positioning as the core requirements, combining with the characteristics of animation products, brand positioning assessment scale was established. Based on the large sample investigation, this paper dealt with the recycling data through exploratory factor analysis and confirmatory factor analysis, finally formed animation brand positioning evaluation model. This model helps to pinpoint animation brand, so as to provide reference for the future development of animation enterprise product.