体验营销策略对运动服装品牌形象的影响研究

发布时间：2018-03-20 20:03

本文选题：体验营销　切入点：运动服装　出处：《北京服装学院》2017年硕士论文　论文类型：学位论文

【摘要】：随着社会经济的发展,体验经济已经不断发展并成为主要的经济形式,消费者的消费目的与追求已超出简单的物质需求,而是精神需求的体验与满足。同时,在服装产品同质化越加严重的市场环境下,服装的品牌形象成为企业的核心竞争力和制胜关键。因此,如何通过体验营销策略让消费者对企业建立良好的品牌形象与消费倾向,值得引起企业的重视。本文基于运动服装品牌,通过文献查阅、案例分析、问卷调查和实验等方法,量化了运动服装品牌形象的测评指标,并通过对样本的相关性分析、因子分析以及独立样本T检验等数据分析,探讨产品互动设计和俱乐部活动这两种营销策略对运动服装品牌形象的影响,得到的结论主要有:(1)体验营销的产品互动策略对运动服装品牌形象的产品维度、企业维度、人性化维度均有显著正向影响;(2)体验营销的俱乐部活动策略对运动服装品牌形象的产品维度、企业维度、人性化维度均有显著正向影响;(3)其中,俱乐部活动策略相比产品互动策略对运动服装品牌形象的影响更大。
[Abstract]:With the development of social economy, the experience economy has been developing and has become the main economic form. The consumer's consumption purpose and pursuit have gone beyond the simple material demand, but the experience and satisfaction of the spiritual demand. At the same time, In the more and more serious market environment of the homogenization of clothing products, the brand image of clothing has become the core competitiveness and the key to success of enterprises. Therefore, how to make consumers establish good brand image and consumption tendency to enterprises through experience marketing strategy, Based on the methods of literature review, case analysis, questionnaire investigation and experiment, this paper quantifies the evaluation index of the image of sportswear brand, and analyzes the correlation of the sample. Factor analysis and independent sample T test are used to analyze the impact of product interactive design and club activities on the image of sportswear brand. The main conclusions are as follows: (1) the product dimension of product interaction strategy of experience marketing to the image of sportswear brand, the dimension of enterprise, The humanistic dimension has significant positive influence on sports clothing brand image, enterprise dimension and humanization dimension have significant positive influence on sports clothing brand image, among them, the club activity strategy of experience marketing has significant positive influence on sports clothing brand image. Club activity strategy has more influence on sports clothing brand image than product interaction strategy.
【学位授予单位】：北京服装学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F416.86

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