大连市大学生运动服装品牌忠诚度研究

发布时间：2018-02-27 05:24

本文关键词： 大连市大学生运动服装品牌忠诚度　出处：《辽宁师范大学》2012年硕士论文　论文类型：学位论文

【摘要】：当代大学生是伴随着中国改革开放成长起来的一代，被人们定义为“80后、90后”，是标准的跨世纪的一代人，他们在经济全球化的竞争时代背景下成长。与前辈们相比，他们的消费观念更加超前，更具备强烈的消费意识，并且伴随着高校招生规模的逐年扩张，大学生的数量也史无前例的庞大。站在前瞻的角度上审视这个群体，他们毫无疑问的成为了将来的消费主体，并且对消费市场的发展具有巨大的推动力。本文运用文献资料法、问卷调查法、数理统计法以及逻辑分析法等研究方法，总结归纳了体育用品、运动服装、品牌以及品牌忠诚度等核心概念为本文提供了理论支撑。以大连地区7所高校大学生运动服装品牌忠诚度这一体育消费现象作为研究对象，利用逻辑分析法探索了大学生品牌忠诚度形成机制。通过对他们发放问卷以及现场访问从大学生个人基本生活情况、运动服装品牌喜好状况、品牌实际购买情况、运动服装购买决策类型以及购买服装决策影响因素分析等方面调查了大连地区大学生品牌忠诚度现状，并且通过性别、可支配生活费、家庭所在地、所就读专业、受教育水平等因素的差异总结了大连地区大学生品牌忠诚度的特征，最后通过发放问卷所得数据分析得出了大学生心目中国内品牌运动服装的差距所在。结论： 1．大学生运动服装品牌忠诚度形成分为认知、认同阶段，产生偏好，决定重复购买，形成建立品牌忠诚度的四个阶段。 2．影响品牌忠诚形成的因素繁多。这些因素不仅包括运动服装制造因素（面料、做工、款式等等），还囊括了个人基本信息状况的因素（家庭所在地、性别、受教育水平、可支配月生活费等等）。 3．大连地区大学生运动服装消费市场已经形成了耐克、李宁、阿迪达斯三牌鼎立的局面。与此同时国内品牌运动服装竞争力正在逐渐增强，但是在赢取消费者喜好方面，国产品牌运动服装与耐克以及阿迪等国际品牌还是存在相当大差距的。 4．大连市大学生已经具备较强的品牌意识，消费理念相对比较理性、成熟。大部分大连大学生态度忠诚与行为忠诚并不完全一致，即表明大学生在购买运动服装时既考虑自己的实际需要，又要依据自己的经济实力，不会盲目冲动的消费。 5．品牌运动服装的做工、穿着舒适度以及面料是他们购买时考虑最多的三个因素。他们大多注重运动服装穿着的感受，而并不过度的贪恋运动服装品牌知名度。 6．在大学生心目中，国内外品牌运动服装在面料、做工、款式、服装品质、信守承诺、服务态度、品牌知名度、品牌信誉度等方面都存在或大或小的差距，但是国内品牌运动服装在购买次数、价格定位以及产品性价比方面占有一定的优势。建议： 1.挖掘自身优势，总结自身劣势，扬长避短力改进。 2.挖掘大学生所需，量身打造大学生专属品牌运动服装。 3.合理利用现代化通信手段，全方位宣传，，可持续的增强品牌知名度。 4.基于市场营销组合7P理论，从企业营销层面综合提高大学生品牌忠诚度。
[Abstract]:Contemporary college students grow up with the reform and opening up China generation, are defined as "80, 90, is a cross century generation of people, they grow up in the competition of economic globalization. Compared with predecessors, their consumption concept is more advanced, more strong consumer awareness. Along with the yearly expansion of college enrollment, the number of university students is huge. Standing in the There was no parallel in history. prospective perspective on this group, they no doubt become the main consumer in the future, and the development of the consumer market with great momentum.
In this paper, using the method of literature, questionnaire survey method, mathematical statistics method and logic analysis, summarizes the sports goods, sports apparel, brand and brand loyalty and other core concepts to provide theoretical support for this paper. Taking Dalian area college students of 7 universities sports brand clothing loyalty this sports consumption phenomenon as the research object. Using the logic analysis method to explore the students' brand loyalty formation mechanism. By analyzing their questionnaires and site visits from their basic life, sports apparel brand preferences, the actual purchase situation of sports apparel brand, type of buying decision and the purchase of clothing decision factors in college students in Dalian brand loyalty status, and by gender disposable, living expenses, family location, school professional, educational level factors The difference summarizes the characteristics of brand loyalty of college students in Dalian area. Finally, through analyzing the questionnaire data, we get the difference between Chinese college students' brand and sportswear.
Conclusion:
1. the formation of brand loyalty of College Students' sportswear is divided into the cognition, the identification stage, the preference, the repeated purchase, and the formation of the four stages of the brand loyalty.
2., there are many factors that influence the formation of brand loyalty. These factors include not only sportswear manufacturing factors, such as fabric, workmanship, style, etc., but also the factors of personal basic information, including family location, gender, education level, disposable monthly living expenses and so on.
3. university students in Dalian sports apparel consumption market has formed a Nike, Lining, Adidas three brand situation. At the same time the domestic Dingli sports apparel brand competitiveness is increasing gradually, but won in terms of consumer preferences, there is still a considerable gap between domestic sports apparel brands and international brands such as Nike and Adidas.
4. college students in Dalian city have a strong brand awareness, consumption concept is relatively rational and mature. Most of Dalian college students attitude loyalty and behavior loyalty is not entirely consistent, which shows that college studentsnot only consider their actual needs, but also according to their own economic strength, not toimpulse consumption.
5., the brand sportswear's workmanship, wearing comfort and fabric are the three factors that they consider most when they buy. Most of them pay attention to Sportswear's wearing experience instead of excessive attachment to the brand of sportswear.
6. in the minds of college students, the domestic and foreign brand apparel in the fabric, workmanship, style, quality, commitment, service attitude, brand awareness, there are large or small gap between the brand reputation, but the domestic sports apparel brand in the purchase number, occupy a certain advantage in price and product positioning the price.
Suggestion:
1. excavate their own advantages, sum up their own weaknesses and improve their strengths and weaknesses.
2. to excavate the needs of college students, and to build college students' exclusive brand sports clothing.
3. rational use of modern means of communication, all-round publicity, and sustainable enhancement of brand awareness.
4. based on the 7P theory of marketing combination, the brand loyalty of college students is improved from the enterprise marketing level.

【学位授予单位】：辽宁师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G645.5;F426.86;F273.2

【参考文献】