电影受众性格特质与电影衍生品产品层次属性偏好度的关系研究

A Study on the Relationship Between Movie Audience Personality Traits and the Hierarchical Attribute Preference for Film Derivatives

电影产业是文化产业中的支柱产业,而作为电影产业重要组成部分的电影衍生品,越来越受到广泛的关注,并成为电影产业利润的重要来源,但电影衍生品在中国的开发还远远不够。通过对电影受众的调查发现,不同性格特质的受众对电影衍生品产品层次属性的偏好度是不同的。根据斯普兰格的性格特质理论,结合科特勒的产品层次属性理论,发现理论型性格特质受众对电影衍生品的整体产品属性偏爱度更高,经济型性格特质受众对电影衍生品的核心产品属性偏好度更高,审美型性格特质受众对电影衍生品的形式产品属性偏好度更高,社会型性格特质受众对电影衍生品的外延产品服务附加属性偏好度更高,权力型性格特质受众对电影衍生品产品层次属性偏好没有明显的相关关系。明确了不同性格特质受众的偏好度,就可以为电影衍生品的开发与精准营销提供理论借鉴。

Film industry is the mainstay of cultural industry,and film derivatives,which are important parts of the film industry,have attracted more and more attention and become an important source of profit in the film industry.However,the development of film derivatives in China still has a long way to go.A survey on movie audiences found that audiences with different personality traits have different preferences for the hierarchical attributes of film derivatives.According to Spranger s theory of personality trait and Kotler s theory of product hierarchy attribute,it is found that audiences with theoretical personality trait has a higher preference for the overall product attributes of film derivatives,and those with economic personality traits likes the core product of film derivatives,those with the aesthetic personality trait lay more stress on the form of the products,and those with social personality trait audience focus on the extended product service attribute of film derivatives.However,there is no obvious correlation between the audiences power personality traits and their psychological preference for film derivatives.This paper clarifies the preferences of different personality traits,and provide theoretical references for the development and precision marketing of film derivatives.