体育营销对企业品牌资产的影响研究

发布时间：2018-04-08 07:44

本文选题：体育营销　切入点：感知品质　出处：《陕西师范大学》2008年硕士论文

【摘要】： 随着社会经济的发展和体育运动在各国的普及以及人们消费习惯、消费理念的变化,体育产业已经成为21世纪最具前景的新兴产业,其产值在国民经济总值中的比重迅速提高,体育已经融入普通民众的日常生活之中,现代社会将体育从少数人的体育扩大为大众化的活动,体育已经成为最能集中公关注意力和情感需求的领域,已蜕变成为人们平等、快乐、健康的精神食粮。现在企业同质化现象越来越严重,企业之间的竞争已经演化为各公司营销手段和策略的竞争,从传统的价格竞争到质量竞争,再到今天的品牌竞争,消费者将更加理性的选择品牌竞争的优胜者。体育营销作为营销组合的一种,主要的功能就是把体育活动中体现的体育文化融入到企业产品中去,实现体育文化、品牌文化与企业文化三者的融合,体育营销能使品牌注入时尚、健康、动感的元素,吸引更多高端、年轻、忠诚的受众,引起消费者与企业的共鸣,成为企业的一种竞争优势,这些往往也是其他营销方式所不能达到的。众多企业已经认识到体育背后蕴藏的无限商机,纷纷打起了体育营销的大旗,开展体育营销活动,把体育营销看作企业品牌资产提升的良好契机,体育营销作为一种营销方式已经提到了战略的高度上来了。北京2008年奥运会和2010年广州亚运会等体育赛事在我国的举办,为提升中国企业品牌价值提供了一个历史性机遇。然而我国企业的体育营销经验却并不丰富,对于营销过程中如何深入挖掘体育资源和避免风险也不甚了解,这些问题成为我国企业在体育赛事运作方面发展的瓶颈和障碍。从90年代初起,品牌资产的概念在实践和理论上开始对我国产生影响。品牌资产是品牌理论的重要组成部分,现在的研究主要集中于消费者视角上的品牌资产,包括涉及品牌知名度和品牌形象要素的品牌知识部分以及品牌忠诚部分。而品牌资产和营销组合之间的关系已经成为品牌资产研究的重要课题。有关于营销组合中的体育营销如何影响品牌资产的研究是本文的主要研究重点。随着中国2008年奥运会、2010年亚运会等体育赛事在我国的举办,对体育营销和品牌资产关系理论的现实需求也越来越大。本文在回顾体育营销与品牌资产相关文献的基础上,对品牌资产和体育营销进行了整合,并通过实证研究的方法,从消费者角度建立了体育营销和品牌资产核心维度的关系模型,并进行了数据采集。通过数据分析得出了有关体育营销维度和品牌资产维度的关系的结论,即体育事件的受众认知只对感知品质、品牌资产产生正相关,而双方的关联度和感知品质、品牌联想、品牌忠诚、品牌资产都成正相关,解释了体育营销和品牌资产相关性的内部机理。根据以上发现,作者提出了基于体育营销下的企业品牌资产提升策略的几点建议,最后,本文在研究结论的基础上指出了研究所具有的局限性和未来需要研究的问题。
[Abstract]:With the development of social economy and the popularity of sports in the world and people's consumption habits, the change of consumption concept, the sports industry has become the most promising emerging industries in twenty-first Century, the proportion of the output value of the gross national economy increases rapidly, sports has been integrated into the daily lives of ordinary people in the modern society, sports from minority to expand the popular sports activities, sports has become the most concentrated public attention and emotional needs, has become people's equal, happy, healthy spiritual food. Now enterprises is increasing homogenization, the competition between enterprises has evolved into various means of marketing strategy and competition from traditional price the competition to quality competition, to today's brand competition, consumers will be more rational choice of brand competition winners. Sports marketing as a marketing mix A, the main function is to reflect the sports activities in the sports culture into the enterprise products to achieve integration of sports culture, brand culture and corporate culture of the three sports marketing can make the brand into fashion, health, dynamic elements to attract more high-end, young, loyal audience and attract consumers the resonance of the enterprise, become a competitive advantage of the enterprise, is also often can not reach other marketing methods. Many enterprises have recognized the opportunities behind the sports and sports marketing are playing a banner, carry out sports marketing activities, sports marketing as a good opportunity to upgrade corporate brand equity, sports marketing as a marketing way has been referred to a strategic level. The 2008 Beijing Olympic Games and the 2010 Guangzhou Asian Games and other sporting events held in China, up China enterprise products Provides a historic opportunity to brand value. However, China's enterprises sports marketing experience is not rich in the marketing process, how to excavate the sports resources and avoid the risk is not well understood, these problems become China's enterprises operating in the sports development bottlenecks and obstacles.
From the beginning of 90s, the concept of brand equity began to affect China's practice and theory. The brand equity is an important part of the brand theory, the present study focused on the consumer perspective on the brand assets, including brand knowledge relating to brand awareness and brand image elements and brand loyalty and relationship. Between brand equity and marketing combination has become an important research subject of the brand equity. Research on how sports marketing in the marketing mix effect of brand equity is the main focus of this paper. Chinese with the 2008 Olympic Games, the 2010 Asian Games and other sporting events held in China, the sports marketing and brand equity theory the real demand is also growing. Based on the review of sports marketing and brand equity literature, brand equity and sports marketing. The integration, and through the method of empirical research, the relationship model of sports marketing and brand equity core dimensions is established from the perspective of consumers, and carry out data collection. Through the analysis of the data obtained between the dimensions of sports marketing and brand equity dimensions the conclusion that sports events only on the cognition of audience perceived quality, brand equity is produced related association degree and perceived quality, the brand association, brand loyalty and brand equity are positively related, explains the internal mechanism of sports marketing and brand asset correlation. Based on the above findings, the author puts forward some suggestions and strategies to enhance corporate brand assets based on the sports marketing finally, based on the study on the conclusion of the study pointed out the limitations and future study.

【学位授予单位】：陕西师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F274

【引证文献】