Research On Arts Consumer Behavior Of Domestic Big-budget Movies

Arts consumer behavior analysis is the main content of the art market analysis,and the basic factors in the process of marketing.Movie is an art;whose marketing is part of the arts marketing.As an important part of the film market,big-budget movies are the best representative ones which play a role in the film art marketing,because the core of big-budget movies is that marketing decides making,that is,set the future marketing concept in the process of production.The marketing concept is often derived from art consumer behavior analysis,so the art consumer behavior research plays a significant role in domestic big-budget movies marketing.Since birth,China’s big-budget movies have made great progress,but it’s not at the same time do a lot of ascension from the Angle of artistic quality and value level and leap.Based on this,this paper proposes domestic big-budget movie arts consumer behavior research,so as to put forward countermeasures and suggestions of domestic big-budget movies art production and marketing.The research belongs to cross fusion research between two disciplines of art and management,which is strong innovation,and relatively difficult to study,needs to use different disciplines theory and variety of ways.In this paper,the combination of theory and empirical analysis and qualitative and quantitative analysis are adopted.With construction of domestic big-budget movies art consumer behavior analysis model as the core,the paper studies the main factors of domestic big-budget movies art consumer behavior analysis,and relationships between the main influencing factors.On the basis of the domestic and foreign related research results,combined with the actual situation of domestic big-budget movies,this paper constructs the domestic big-budget movies art consumer behavior analysis model,which regards marketing stimulus,life style and aesthetic quality as input factors,aesthetic awareness,aesthetic understanding and aesthetic imagination,convenient perception,subjective norm and perceived risk as conversion factors,viewing behavior as output factor,filters and measures the secondary factors;To verify the hypotheses proposed in this paper,the paper uses the questionnaire survey and descriptive statistics,letter validity analysis,regression analysis and other methods to analysis the recycling questionnaire data.According to the results,the relationship between lifestyle and the conversion factors and output factors is not significant,aesthetic understanding and perception of risk has no significant effect on output factor,and other factors are significantly related.The paper adjusts model on the basis of the results,then forms the domestic big-budget movies optimization model of consumer behavior analysis.According to the survey questions and result analysis,the paper puts forward countermeasure suggestions to promote the domestic big-budget film consumption.The main content of this paper consists of the four parts:The first part consists of chapter 1 and chapter 2 of this paper.This part summarizes the research achievements of consumer behavior patterns and factors made by scholars both at home and abroad of different disciplines;based on the definition and research category of consumption,consumer behavior and art consumer behavior,combining with the development trend of domestic big-budget movie,the definition and category of domestic big-budget movie is defined;the paper analizes features of art consumption behavior,and puts forward the principle of art consumer behavior theory research of domestic big-budget movie.The second part consists of chapter 3 of this paper.Based on the analysis and summary of the pattern of general consumer behavior,culture and art consumer behavior,film consumer behavior,this part chooses the theory model framework of domestic big-budget movies art consumer behavior,selects factors with the combination of art consumption,film consumption and domestic big-budget movies characteristics,and then builds theory model of art consumer behavior of domestic big-budget movies,and puts forward the research hypothesis.The third part consists of chapter 4 and chapter 5.It screens the secondary factors of input factors,conversion and output factors which are consisted of art consumer behavior analysis model.It also screens each question of these secondary factors,designs questionnaire and implements the survey.Finally,it uses statistical methods to deal with the questionnaire data,and to test hypotheses,adjust the model.The fourth part is the countermeasures and suggestions,made up of chapter 6 of this paper.Based on the survey results analysis and optimization model,combined with the status quo and insufficiency of domestic big-budget movie’s type,reputation,brand and its ideology,culture factors,it respectively puts forward the countermeasures and suggestions to promote production and strengthen marketing.