体育场馆营销因素与品牌资产及品牌忠诚度的关系

发布时间：2019-05-30 01:29

【摘要】： 本课题研究的主要目的在于,分析体育场馆的营销组合因素对品牌忠诚度的影响以及品牌资产对品牌忠诚度的影响,给体育场馆的有效经营提出理想的营销组合策略。为此,在调查大量的先前资料的基础上,基于假设模型设定关于营销因素对品牌资产和品牌忠诚度的影响关系模型,通过结构方程模型(SEM:structural equation model),探明了变量间的因果关系。研究对象限定为首尔及京畿道地区的体育场馆顾客,利用便利抽样方法(convenience sampling method),收集了其中978个样本。资料处理利用SPSS15.0进行了频率分析(frequency analysis),探索性因素分析(exploratory factor analysis),为检验各测量模型的结构效度(construct validity),利用AMOS7.0对其模型的效度进行了协方差结构分析(covariance structure analysis)。基于以上研究方法及资料分析,得出如下结论。基于体育场馆顾客个人特性,作为营销因素下位因素的产品在职业、锻炼时间、锻炼频率、锻炼强度等方面呈现显著性差异。基于体育场馆顾客个人特性,作为品牌资产下位因素的品牌品质在性别、职业、月收入、体育项目、’锻炼时间、锻炼频率、锻炼强度等方面呈现显著性差异。基于体育场馆顾客个人特性,作为品牌忠诚度下位因素的行动忠诚度在性别、职业、锻炼项目、锻炼时间、锻炼强度等方面呈现显著性差异。营销因素中,产品(β=.301),价格(β=.277),场所(β=.106)对作为品牌资产的下位因素的品牌品质具有显著性影响;产品(β=.153),价格(β=.202),促销(β=.397)对作为品牌资产下位因素的品牌认知度具有显著性影响；产品(β=.288),价格(β=.097),促销(β=.525)对作为品牌资产下位因素的品牌形象具有显著性影响。营销因素中,产品(β=.368),价格(β=.211),场所(β=.117),促销(β=.118)对作为品牌忠诚度下位因素的行为忠诚度具有显著性影响；产品(β=.220),价格(β=.339),场所(β=.120),促销(β=.172)对作为品牌忠诚度下位因素的态度忠诚度具有显著性影响。品牌资产中,品牌品质(β=.446),品牌形象(β=.390)对作为品牌忠诚度下位因素的行为忠诚度具有显著性影响；品牌品质(β=.209),品牌认知度(β=.183),品牌形象(β=.373)对作为品牌忠诚度下位因素的态度忠诚度具有显著性影响。体育场馆营销因素对品牌资产的直接效果是.818；品牌资产对品牌忠诚度直接效果是.608,体育场馆营销因素对品牌忠诚度的直接效果是.414;体育场馆营销因素通过品牌资产对品牌忠诚度施加的间接效果为.497,总因果效果为.911。
[Abstract]:The main purpose of this paper is to analyze the influence of the marketing combination factors of stadiums and gymnasiums on brand loyalty and the influence of brand equity on brand loyalty, and to put forward an ideal marketing combination strategy for the effective management of stadiums and gymnasiums. Therefore, on the basis of investigating a large number of previous data, the relationship model of the influence of marketing factors on brand equity and brand loyalty is set up based on the hypothetical model, and the structural equation model (SEM:structural equation model),) is used to set up the relationship model about the influence of marketing factors on brand equity and brand loyalty. The causality between variables is found out. The subjects were limited to stadiums and gymnasiums in Seoul and Gyeonggi Province. 978 samples were collected by (convenience sampling method),. Data processing using SPSS15.0 frequency analysis (frequency analysis), exploratory factor analysis (exploratory factor analysis), to test the structural validity of each measurement model (construct validity), Using AMOS7.0 to analyze the validity of the model, the covariance structure of the model is analyzed by (covariance structure analysis). Based on the above research methods and data analysis, the following conclusions are drawn. Based on the personal characteristics of stadiums and gymnasiums, the products, as the lower factor of marketing factor, show significant differences in occupation, exercise time, exercise frequency, exercise intensity and so on. Based on the personal characteristics of stadiums and gymnasiums customers, the brand quality, as the inferior factor of brand equity, shows significant differences in gender, occupation, monthly income, sports, 'exercise time, exercise frequency, exercise intensity and so on. Based on the personal characteristics of stadiums and gymnasiums, action loyalty, as the inferior factor of brand loyalty, shows significant differences in gender, occupation, exercise items, exercise time, exercise intensity and so on. Among the marketing factors, the product (尾 = .301), the price (尾 = .227) and the place (尾 = .106) have a significant impact on the brand quality as the lower factor of brand equity. Product (尾 = .153), price (尾 = .202) and promotion (尾 = .397) have significant influence on brand recognition as the lower factor of brand equity. Product (尾 = .288), price (尾 = .097) and promotion (尾 = .525) have a significant impact on the brand image as the inferior factor of brand equity. Among the marketing factors, product (尾 = .368), price (尾 = .211), place (尾 = .117) and promotion (尾 = .118) have significant effects on behavior loyalty as the lower factor of brand loyalty. Product (尾 = .220), price (尾 = .339), place (尾 = .120) and promotion (尾 = .172) have significant effects on attitude loyalty as the lower factor of brand loyalty. In brand equity, brand quality (尾 = .446) and brand image (尾 = .390) have significant effects on behavior loyalty as the lower factor of brand loyalty. Brand quality (尾 = .209), brand recognition (尾 = .183) and brand image (尾 = .373) have significant effects on attitude loyalty as the inferior factor of brand loyalty. The direct effect of stadiums and gymnasiums marketing factors on brand equity is .818; The direct effect of brand equity on brand loyalty is .608, and the direct effect of stadiums and gymnasiums marketing factors on brand loyalty is .414; The indirect effect of stadiums and gymnasiums marketing factors on brand loyalty through brand equity is .497, and the total causality effect is .911.
【学位授予单位】：湖南师范大学
【学位级别】：博士
【学位授予年份】：2010
【分类号】：G80-05

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