基于数据包络分析与灰色熵的院线网络营销绩效研究  

The Influence of E-marketing on Cinema Performance Based on DEA and Grey Entropy

作　　者：周珍[1] 见红玉 黄嘉佩 林云[1] ZHOU Zhen;JIAN Hong-yu;HUANG Jia-pei;LIN Yun(School of Management,Capital Normal University,Beijing 100089,China)

机构地区：[1]首都师范大学管理学院,北京100089

出　　处：《中国管理科学》2023年第5期240-248,共9页Chinese Journal of Management Science

基　　金：国家自然科学基金资助项目(71874112,72274126);国家自然科学基金资助重点项目(71532002);北京市教委社会科学计划面上项目(0142132014)。

摘　　要：本文以42家国内院线作为研究样本,利用数据包络分析(DEA)和灰色熵权法分析了网络营销对院线绩效的影响,得出以下结论:极少部分院线的市场占有率大且网络营销水平高,多数院线在网络营销方面尚有很大进步空间;网络营销与院线绩效呈正向相关的关系;网络营销工具中各属性对于院线绩效正向影响程度由大到小排序分别是:在线交易、影院设施、互动功能、基本信息、促销活动。本文在研究结论基础上,从网络营销实施过程和构建网络营销平台两方面给出了可行性建议。China has now become the second-largest film market in the world.The country vigorously supports the development of the cultural industry,and the film industry's development has been valued and supported.Under the dual guidance of demand and policy,the cinema companies have continuously carried out network marketing.In the existing literature,online marketing researches are mostly concentrated on consumers and third-party platforms.Literature rarely study performance from online marketing providers;the elements of online marketing research are mostly focused on online reviews or online word-of-mouth and online searches.The literature discusses online promotions,online transactions,and other elements of online interaction.There are a few online marketing performances in the literature.Six major attributes are used from the perspective of cinema networks marketing providers in this study,such as online transactions,cinema facilities,interactive functions,basic information,promotional activities,and multilingual functions.Super-efficiency data envelopment analysis and grey entropy analysis methods evaluate the impact of online marketing tools on a cinema performance.It focuses on the following three aspects:(1)Understand the current degree of online marketing tools used by cinemas;(2)Use model calculation to analyze whether online marketing tools have a positive impact on cinemas'performance;(3)Each attribute factors in online marketing tools affect cinemas.The results show that:(1)A very few companies have large market shares and involved high level e-marketing approaches,and most cinema companies have much space for improvement in online marketing;(2)Online marketing is positively correlated with cinema performance;(3)The degrees of positive influence of the attribute of online marketing tools are in descending order:online transactions,cinema facilities,interactive functions,basic information,and promotional activities.Feasibility suggestions about the implementation of e-marketing and e-marketing platform are gi

关 键 词：网络营销 院线营销 数据包络分析 灰色熵权法 

分 类 号：F49[经济管理—产业经济]