中国体育用品品牌价值体系构建研究

发布时间：2018-06-20 11:05

本文选题：体育用品 + 品牌价值　；参考：《广州体育学院学报》2017年04期

【摘要】：近年来,中国体育用品企业集体度过品牌危机,而品牌价值理论能够更加客观、公正地认识企业品牌战略实施状况,但通过文献检索发现,目前我国有关体育用品品牌价值的理论缺乏。运用文献资料法、问卷调查法和专家访谈法,借鉴国外IDXY品牌价值理论模型,并结合我国体育用品品牌发展的实际情况,针对中国体育用品品牌价值体系进行了指标假设,运用数理统计方法进行验证,结果显示:基础、认知、信用、忠诚、文化和社会价值是构建中国体育用品品牌价值体系的六个维度。
[Abstract]:In recent years, Chinese sporting goods enterprises have collectively passed the brand crisis, and brand value theory can be more objective and fair to understand the implementation of corporate brand strategy, but found through literature retrieval. At present, there is a lack of theory about brand value of sports goods in our country. By using the methods of literature, questionnaire and expert interview, using the IDXY brand value theory model of foreign countries for reference, and combining the actual situation of sports goods brand development in China, this paper makes an index hypothesis for the value system of Chinese sports goods brand. The results show that the foundation, cognition, credit, loyalty, culture and social value are the six dimensions of constructing the brand value system of sports goods in China.
【作者单位】：暨南大学体育学院;
【分类号】：G80-05

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