武汉地区人群运动服装品牌忠诚度影响因素的研究

发布时间：2018-07-08 12:09

本文选题：运动服装品牌 + 品牌忠诚度　；参考：《武汉体育学院》2009年硕士论文

【摘要】： 随着体育运动品牌的快速发展,各大运动品牌企业之间的竞争越来越激烈,同时消费者的消费行为也日趋理性。在这样的情况下,如何培育高忠诚度的消费者成为普遍关心的问题,而这一问题的关键就是要了解影响消费者品牌忠诚度的因素有哪些,其影响程度怎样。这就是本研究试图解决的问题。本文对武汉各地区的运动服装品牌专卖店的消费者进行抽样调查,运用方差分析,回归分析和交叉列联表的方法对调查结果进行计量分析,阐明了消费者运动服装品牌忠诚度各影响因素极其程度。研究发现,消费者层面和企业营销层面因素总体对消费者运动服装品牌忠诚度有显著性影响。根据所得结论,体育品牌企业可以对重要因素加大营销投入,合理配置资源以提高消费者品牌忠诚度。
[Abstract]:With the rapid development of sports brands, the competition among major sports brands is becoming more and more fierce, and consumers' consumption behavior is becoming more and more rational. In such a case, how to cultivate high loyalty consumers becomes a common concern, and the key to this problem is to understand the factors that affect consumer brand loyalty and the degree of influence. This is the problem that this research attempts to solve. This article carries on the sample survey to the Wuhan each region sports clothing brand store consumer, uses the variance analysis, the regression analysis and the cross-list joint table method carries on the measurement analysis to the survey result, The influence factors of consumer sportswear brand loyalty are expounded. It is found that consumer level and enterprise marketing level have significant influence on consumer sportswear brand loyalty. According to the conclusion, sports brand enterprises can increase marketing investment to important factors and allocate resources reasonably to improve consumer brand loyalty.
【学位授予单位】：武汉体育学院
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F426.86

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