中国体育用品品牌网络社区研究

发布时间：2017-12-30 23:01

本文关键词：中国体育用品品牌网络社区研究　出处：《湖南大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着网络技术的发展，以品牌为主题的网络社区的价值日益凸显，品牌网络社区已成为企业进行品牌关系管理和整合营销传播的重要手段。面对激烈的市场竞争，体育用品企业也纷纷建立网络社区并凝聚了一批体育运动爱好者和品牌的追随者。品牌网络社区作为体育用品品牌向消费者传递信息的重要平台，不仅可以更好地塑造品牌形象，还可以进行关系营销，培育广大消费者的品牌忠诚度,可以说体育用品品牌网络社区建设是一条行之有效的品牌建设之路。本文以品牌资产理论、整合营销传播理论为基础，采用文献研究法、个案分析法、文本分析法等多种研究方法对我国体育用品品牌多个平台下网络社区的发展现状进行了探析，在研究过程中归纳出我国体育用品品牌网络社区的内容构成主要为信息交流与分享、社区活动与激励、品牌宣传与推广、娱乐互动与交流四个方面。而体育用品品牌网络社区的建设受到品牌自身特性、品牌网络社区特性、品牌的传播环境、生存环境以及消费者等多种因素的影响，这些因素决定了体育用品品牌网络社区的风格定位以及内容构成，企业只有把这些因素考虑在内才能通过热点话题设置、个性化活动定制、多层次用户互动、线上线下宣传配合等一系列作用机理使品牌网络社区发挥应有的价值作用。李宁品牌作为著名的民族品牌，在网络社区建设和运作方面积累了丰富的经验，它使消费者对于李宁品牌的知名度、认知度、联想度、忠诚度都提升到了一个崭新的水平，所以对李宁互动社区进行个案研究具有代表性的意义。本研究结合我国体育用品品牌网络社区的具体实际，以大量案例深入浅出地阐述了品牌网络社区的价值作用机制及其影响因素，并从受众、内容、渠道三个方面提出了社区建设的具体对策，为我国体育用品企业进行网络社区营销、关系营销、维系品牌与消费者之间的良好关系提供了理论支持，同时对于我国体育用品企业加强品牌管理，扩大品牌知名度、提升美誉度也具有一定的参考价值。
[Abstract]:With the development of network technology, with the brand as the theme of the network community brand value has become increasingly prominent, the network community has become an important means of brand management and integrated marketing communication enterprises. Facing the fierce market competition, sports goods enterprises have also established network community and has a large number of sports enthusiasts and brand followers. Brand network community as an important platform for sports brand to convey information to consumers, not only can build brand image better, can also carry out relationship marketing, cultivate consumers' brand loyalty, can be said that the sports brand network community construction is an effective way of brand building.
Based on the theory of brand assets, integrated marketing communication theory, using the method of literature research, case analysis, analyzes the current situation of the development of a variety of research methods of text analysis method on the network community in our country sports brand multi platform, in the course of the study, summed up the domestic sports brand online community content mainly for information exchange and sharing, community activities and incentives, brand publicity and promotion, the four aspects of interactive entertainment and communication. And the construction of sports brand community by the brand characteristics, community characteristics of brand network, brand communication environment, many factors influence the living environment and consumers, these factors determine the style sports brand positioning network community and content, enterprises must take these factors into account to the hot topic set, individual activities System, multi-level user interaction, make the brand community play value function of online and offline publicity with a series of mechanisms. The Lining brand as a famous national brand, in the network of community construction and operation has accumulated rich experience, which makes consumers for Lining brand visibility, awareness, association, loyalty we were upgraded to a new level, so the case study is representative of the significance of Lining interactive community.
Based on the practice of our country's sports brand of network community, with a large number of cases described the mechanism and influence factors of the value of brand community, and from the audience, content, and puts forward some concrete countermeasures of community construction in three aspects of channels, as China's sporting goods enterprise network community marketing, relationship marketing. To provide theoretical support to maintain a good relationship between the brand and consumers, at the same time to strengthen the brand management of Chinese sports goods enterprises, expand brand awareness, enhance reputation also has a certain reference value.

【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G80-05

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