基于数据包络分析与灰色熵的院线网络营销绩效研究

doi:10.16381/j.cnki.issn1003-207x.2020.1637

Abstract

Abstract: 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.

Key words: E-marketing; cinema marketing; data envelopment analysis; grey entropy weight method

CLC Number:

ZHOU Zhen, JIAN Hong-yu, HUANG Jia-pei, LIN Yun. The Influence of E-marketing on Cinema Performance Based on DEA and Grey Entropy[J]. Chinese Journal of Management Science, 2023, 31(5): 240-248.

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

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