北上广运动内衣需求及差异分析

发布时间：2018-02-28 19:22

本文关键词： 北上广运动人群运动内衣运动内衣市场　出处：《首都体育学院》2017年硕士论文　论文类型：学位论文

【摘要】：随着中国经济的快速发展,人们首要的精神追求变为对健康的生活方式的注重,人们对自身外表和形体也越来越关注。体育运动和健身爱好者数量的增加给运动服装市场的发展创造了良好条件,其中运动内衣市场更是呈现出蓬勃发展的态势。当前,各运动内衣品牌高度重视国内市场,积极投入打造品牌,力争在激烈的运动内衣市场竞争中抢占一席之地。北京作为全国的政治文化中心,上海作为经济金融中心和人民体质最好城市,广州作为中国最具活力的的创意设计制造业中心,北上广的运动内衣市场有自己的特殊性。本文以信息掌控为前提,通过调查了解北上广地区运动人群的偏好及运动内衣市场发展潜力,以数据说话、事实求证,探讨运动内衣市场未来发展的走向,让企业提供的产品能够充分满足顾客需求,为运动内衣市场发展提供良好的理论参考并希望可以推动我国运动内衣市场又好又快的向前迈步。在研究过程中,本文在探讨北上广运动内衣市场有关问题时采用了文献分析、调查问卷、数据统计和数据分析对比等研究方法。首先通过查找文献资料归纳总结前人理论成果的方式对运动内衣的内涵、特征等进行了阐述,同时对有关品牌的研发现状进行了调查研究;随后针对北京、上海、广州地区运动人群的运动偏好等作了问卷调查,研究和分析运动内衣市场的消费需求和特征,以提出运动内衣行业的发展潜力及运动内衣市场存在的一些问题。基于此本文提出了一些可行性建议:1.充分发挥北上广三城不同特点,协调发展我国运动内衣市场。2.细分运动内衣市场,按照运动项目及其特征来研发相应产品。改善运动内衣市场竞争同质化的不良状态。加大科研投入和产品创新。要在材质、面料等方面提高运动内衣的舒适度,增加其舒适以及功能性。3.要尽量走物美价廉的路线,既要让大众能够接受,同时又要提高产品体验,当然同时还要注意中高端运动内衣产品的研发。4.加强运动内衣品牌建设,打造优势品牌。5.采用多种形式针对运动人群大力进行运动内衣宣传,注重运动习惯的培养,扩大运动内衣普及度及晓誉度。
[Abstract]:With the rapid development of China economy, people foremost spiritual pursuit to a healthy lifestyle to pay attention to, people pay more and more attention to their appearance and form. The number of sports and fitness enthusiasts to increase the development of sports market and create favorable conditions for the sports underwear market is showing a booming trend. At present, various sports underwear brand attaches great importance to the domestic market, actively build brands, and strive to occupy a space for one person in the fierce market competition in sports underwear. Beijing as a national political and cultural center of Shanghai, as the economic and financial center and the city of Guangzhou as the best people's physique, creative design Chinese the most dynamic manufacturing center, Kita Kamihiro sports underwear market has its own particularity. Based on the information control is the premise of understanding North Canton area sports people preference through investigation The development potential and the sports underwear market, talk with data, verify facts, explore the future development trend of the sports underwear market, allow enterprises to provide products to fully meet customer needs, provide a theoretical reference for the development of good sports underwear market and hope to promote China's sports underwear market and fast forward. In the course of the study, this paper adopts literature analysis, on the north of Guangzhou sports underwear market related issues questionnaire, data statistics and data analysis and comparison research method. Firstly, connotation of literature summarizing previous theoretical results on sports underwear, features are described, and research status of the brand are investigated. Then; for Beijing, Shanghai, Guangzhou area sports people such as sports Preferences Questionnaire survey, research and analysis of sports underwear market Consumer demand and characteristics, some problems exist in the development of the sports underwear industry potential and sports underwear market. This paper puts forward some feasible suggestions: 1. make full use of different characteristics of three North City, the coordinated development of.2. subdivision sports underwear market in China's sports underwear market, according to the characteristics of sports and to develop the corresponding products. To improve the competitive sports underwear market homogeneity bad state. Increase investment in scientific research and product innovation. In terms of fabric material, improve the sports bra comfort, increase the comfort and functionality of.3. to try to walk the route to high quality and inexpensive, allow the public to accept, but also improve the product experience, of course, but also pay attention to in the high-end sports underwear product development.4. to strengthen the sports underwear brand building, build brand advantage.5. using a variety of forms for sports people to enter Do sports underwear publicity, pay attention to the training of sports habits, expand the popularity of sports underwear and the degree of fame.

【学位授予单位】：首都体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.86;G818.4

【参考文献】