The Construction of Movie Marketing Index Based on Factor Analysis

摘要：

　　Movie marketing is crucial to the film box office,and the study of film marketing ability can guide the marketing decision of newly released films.The measurement of movie marketing index is divided into three periods,which are before-releasing,on-showing and off-cinema.In this paper,factor analysis(FA)is used to determine the indicator weight of movie marketing index of before-releasing and on-showing,supporting by 60 movies'data collected from the Internet.So as to calculate the film marketing index value of each stage.According to the research,social media plays an increasingly significant role in movie marketing,as well as relatively traditional marketing methods still stand stable positions in this area.

关键词： Movie marketing index Indicator weight Factor analysis Social media Traditional marketing methods

作者: Yan Wang Xuteng Wang Yugang Li Yufan Zhou

作者单位: School of Data Science and Intelligent Media Communication University of China Beijing China School of Computer Science Communication University of China Beijing China School of Communication and Journalism Zhengzhou University Zhengzhou Henan China

会议类型: 国际会议

会议名称: 2019国图灵大会(ACM Turing Celebration conference-China 2019 )

会议地点: 成都

会议语种:英文

页码: 1013-1019

在线出版日期: 2019-05-17（万方平台首次上网日期，不代表论文的发表时间）