Measurement Research Of Animation Products Brand Preference

"Ministry of Culture" had put forward the doubling plan of culturalindustries.The plan proposed cultural industry for at least the goal of doubling duringthe period of12th Five-Year, promoted cultural industry to become a pillar industryof the national economy. It is a new opportunity for the development of China’sanimation market to animation industry. However, at the circumstance of theanimation market has long been the control by American and Japanese, newdevelopment opportunities will also exist more intense competition among enterprisessimultaneously. Relying on the price advantage solely e to obtain sustainablecompetitive advantage become more difficult. If our animation business want to getmore consumers in competition with foreign animation companies, they must seizethe consumer preferences of cartoon image, animation products, animation products,And then get brand loyalty of consumer.At present, research of brand preference mainly focuses on areas such ascigarettes, air conditioning, car and so on. Compare with other material goods,consumption of animation products is to pursuit a kind of spiritual satisfaction andenjoyment of spirit. material carrier of animation products becomes not veryimportant for the consumer. consumers pay more attention to what enjoyment of spirita animation products can bring themselves. Animation products has its uniquefeatures such as multi-format; long production and broadcast cycle, impact for a longtime; copyright is the core of profit model; and so on. Therefore, the consumer brandpreference of animation products should have its own unique aspect. However, there is almost nobody combines animation products brand itself in current domesticscholars research literature about brand preference, and research of animationproducts and brand preference connotation through empirical methods of. Therefore,this study intends to use of empirical research methods to investigate above problems.we can enrich the brand preference theory and fill in gaps of the anime brandempirical research, promote China’s animation products brand research on the furtherdevelopment.On the basis of study about animation products and brand preference of otherscholars, our study modified the female smokers brand preference questionnaire tomake it more suitable to measure animation brand preference， and form ancorresponding measurement scale and measurement questionnaire. Take advantage ofa large number of research data to calculate the value of CITC and the value of awhich project is deleted, and then depend them to purify project. Exploratory factoranalysis and verification letter factor analysis test are used to check up the scalestability and continue to purify project at the same time. Until all the measurementresults are meet the relevant indicators, we text the reliability and validity of themeasurement scales. the measurement model of animation products brand preferenceis formed. At the same time, we use empirical research methods to investigateanimation products and explore the factor structure of animation products brandpreference through Exploratory factor analysis and verification letter factor analysis.AT last our study confirm that the brand preference of animation products can bedivided into three dimensions: cognitive preference, emotional preferences andbehavioral intention preferences. On the basis of previous studies, this study enrichesthe complements research of brand preference and domestic empirical research ofanimation products brand. For animation companies, from consumer awareness of animation products, after aperiod of contact, they will formed a certain emotion animation products brand, ifthe animation products brand disappears, consumers are often feel missed or verysorry. To the consumer seems, the animation is not just a simple product or a brand,the consumer reached emotional resonance with the brand of animation products, soconsumers in the choice of animation products are more likely to choose these brand.Through the above analysis of the formation mechanism of brand preference, we canrealize that the animation business should give a investigation on consumer productpreferences at the beginning of shaping the animation, and then clear consumerpreference, give a creation on the basis of consumers brand preference among. Inorder to gain more market share, animation companies should produce moreproducts to meet consumer demand.