The Research On The Influence Facters Of Anime Brand Image And Cartoon Fans’ Loyalty

Abstract:with the development and perfection of China’s animation industry, the country has been attached great importance to animation industry. After the12th five-year plan outline, the animation industry has been listed in the national key development industry, it was improved in the quantities and qualities. the animation industry has a good momentum of development after a large number of animation companies appeared under the support of the government. Now, it has formed animation industry base in Shanghai, changsha, guangzhou, shenzhen and so on. Domestic animation market has entered the era of brand competition, the competition of companies is the competition of brand finally, and the key elements of brand equity and the main source of brand assets to be drived is the brand image. But compared to the American and Japan’s, our animation industry is in the initial stage of development, and can’t contend against the powerful cultural offensive of foreign animation industry and anime products input, and even worse in anime brand construction and the promotion of the domestic anime satisfaction and loyalty. The animation enterprise can develop unique brand images by brand positioning and marketing activities, build attractive differentiation brand strategy and form strong brands.Firstly this paper reviewed these theories of brand, Animation brand, brand image, perceived value, customer satisfaction and customer loyalty and so on. Based on these, this paper put forward of relatively perfect anime brand image measurement system through qualitative analysis and expert advices, and establish a influence model of cartoon brand image and fan loyalty mechanism. Then, by questionnaire survey and collecting303valid data, this paper use SPSS to analyze the influence mechanism of the anime brand image, perceived value, fan satisfaction and loyalty then test the correlation assumptions of the anime brand image, perceived value, fan satisfaction and loyalty. Then this paper use the reliability analysis to test the reliability of the data, use correlation analysis to test correlation coefficient between each variable, and use multiple regression analysis to verify the influence mechanism model and hypothesis between brand image and brand loyalty.This paper provided the following main research conclusions based on the empirical analysis:firstly, Anime brand image has multidimensional nature, anime brand image consists of the product image, animation story, character animation image, enterprise image, brand popularity and the product quality. Secondly, verified the mechanism model of cartoon brand image and brand loyalty, the empirical analysis indicated that brand image of each factor has different influence on perceived quality, satisfaction and loyalty, satisfaction has remarkable intermediary effect.The conclusions of this research bring three revelations for the domestic animation companies:firstly, brand image affects perceived value, satisfaction and fan loyalty, a positive brand image can create great value for the enterprise. Secondly, when animation enterprise establish brand image, it needs clear strategies and distinguish the influence mechanism of the brand image to customer consumption behavior. The key factor to influence brand loyalty is the product brand and brand popularity, we should emphasize the brand positioning and product positioning. Finally, in the system of brand image, the animation enterprises should consider complementary and alternative between the various marketing communication strategy and brand image of each dimension, and choose the perfect marketing communications strategy.