我国运动服装品牌忠诚度研究
发布时间：2018-07-29 07:16
【摘要】： 随着经济的发展和人民生活水平的提高,我国居民运动服装的消费水平将逐步增长,运动服装业发展前景诱人,我国运动服装业空前繁荣,而且我国运动服装在国际市场上有较强的竞争力,众多的运动服装企业当中也出现了像李宁、安踏、特步等著名品牌,但是同国际上的耐克、阿迪达斯等品牌比起来,在竞争能力上还是相差甚远。随着市场竞争越来越激烈,消费者的消费行为也更加理性化,许多企业面临的问题是消费者的流失以及市场份额的下降。如何培育高忠诚的消费群体是目前企业迫切关心的问题。为了提高我国运动服装品牌与国际运动服装品牌抗衡的能力,拓展市场份额这一亟待解决的问题,本文对运动服装品牌忠诚度的形成过程、影响因素、忠诚度的测量等方面进行研究,根据专家学者已有的研究成果和对运动服装品牌建设的分析,提出提高我国运动服装品牌忠诚度的对策建议,供运动服装生产企业在品牌建设过程中借鉴与参考。 本文共分为五个部分。第一部分首先介绍本论文的研究背景,阐述论文的研究目的及意义,然后介绍国内外研究现状和研究的内容;第二部分介绍了品牌忠诚相关理论,为以后各章的研究提供了理论支持;第三部分介绍品牌忠诚的形成过程,然后以哈尔滨运动服装消费市场为例,提出假设,设计问卷,进行问卷调查,分析影响运动服装品牌忠诚度的主要因素;第四部分选取中外具有代表性的运动服品牌耐克及李宁进行市场调查,利用综合忠诚度复数测量模型分别对耐克和李宁进行测量,分析得出李宁跟耐克相比存在的优势及不足;最后根据第三、四部分的研究结果并参考其他资料提出我国运动服装品牌忠诚度的提高途径。
[Abstract]:With the development of economy and the improvement of people's living standard, the consumption level of sports clothing of our country will gradually increase, the development prospect of sports clothing industry is attractive, the sports clothing industry of our country has never been more prosperous. Moreover, Chinese sportswear has strong competitiveness in the international market. Among the numerous sportswear enterprises, there are also famous brands such as Li Ning, Anta, Special step, etc., but compared with other international brands such as Nike and Adidas, There is still a long way to go in terms of competitiveness. With more and more fierce market competition, consumer consumption behavior is more rational, many enterprises are facing the problem is the loss of consumers and the decline of market share. How to cultivate high-loyal consumer groups is an urgent concern of enterprises. In order to improve the ability of Chinese sportswear brands to compete with international sportswear brands, and to expand the market share, this paper analyzes the forming process of sportswear brand loyalty and its influencing factors. According to the research results of experts and scholars and the analysis of sportswear brand construction, the paper puts forward some countermeasures and suggestions to improve the loyalty of sportswear brands in China. For sports clothing production enterprises in the process of brand building reference and reference. This paper is divided into five parts. The first part introduces the research background, the purpose and significance of the thesis, and then introduces the domestic and foreign research status and research content; the second part introduces the brand loyalty related theory. The third part introduces the forming process of brand loyalty, then takes Harbin sports clothing consumption market as an example, puts forward the hypothesis, designs the questionnaire, carries on the questionnaire survey. This paper analyzes the main factors that affect the loyalty of sportswear brands. The fourth part selects Nike and Li Ning, which are the representative brands of Chinese and foreign sportswear, to conduct market investigation, and uses the complex number measurement model of comprehensive loyalty to measure Nike and Li Ning, respectively. The advantages and disadvantages of Li Ning compared with Nike are analyzed. Finally, according to the research results of the third and fourth parts and referring to other materials, the paper puts forward the ways to improve the loyalty of sportswear brands in China.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.4;F426.86
本文编号：2151924
[Abstract]:With the development of economy and the improvement of people's living standard, the consumption level of sports clothing of our country will gradually increase, the development prospect of sports clothing industry is attractive, the sports clothing industry of our country has never been more prosperous. Moreover, Chinese sportswear has strong competitiveness in the international market. Among the numerous sportswear enterprises, there are also famous brands such as Li Ning, Anta, Special step, etc., but compared with other international brands such as Nike and Adidas, There is still a long way to go in terms of competitiveness. With more and more fierce market competition, consumer consumption behavior is more rational, many enterprises are facing the problem is the loss of consumers and the decline of market share. How to cultivate high-loyal consumer groups is an urgent concern of enterprises. In order to improve the ability of Chinese sportswear brands to compete with international sportswear brands, and to expand the market share, this paper analyzes the forming process of sportswear brand loyalty and its influencing factors. According to the research results of experts and scholars and the analysis of sportswear brand construction, the paper puts forward some countermeasures and suggestions to improve the loyalty of sportswear brands in China. For sports clothing production enterprises in the process of brand building reference and reference. This paper is divided into five parts. The first part introduces the research background, the purpose and significance of the thesis, and then introduces the domestic and foreign research status and research content; the second part introduces the brand loyalty related theory. The third part introduces the forming process of brand loyalty, then takes Harbin sports clothing consumption market as an example, puts forward the hypothesis, designs the questionnaire, carries on the questionnaire survey. This paper analyzes the main factors that affect the loyalty of sportswear brands. The fourth part selects Nike and Li Ning, which are the representative brands of Chinese and foreign sportswear, to conduct market investigation, and uses the complex number measurement model of comprehensive loyalty to measure Nike and Li Ning, respectively. The advantages and disadvantages of Li Ning compared with Nike are analyzed. Finally, according to the research results of the third and fourth parts and referring to other materials, the paper puts forward the ways to improve the loyalty of sportswear brands in China.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.4;F426.86
【引证文献】
相关期刊论文 前2条
1 黄亨奋;;大学生体育服装品牌选择意识调查与研究——以华侨大学为例[J];佳木斯教育学院学报;2012年10期
2 贾宝铭;刘永忠;;价格促销对服装品牌忠诚度的影响[J];中国市场;2013年13期
相关硕士学位论文 前1条
1 徐娟娟;基于logistic回归消费者服装品牌忠诚度影响因素实证研究[D];青岛大学;2011年
，本文编号：2151924
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