体育营销对提升企业品牌资产的影响

发布时间：2018-08-02 13:49

【摘要】：随着世界各国经济文化不断深入发展,品牌资产建设的重要性已经得到了企业的认可。品牌文化能赋予自身独特的文化内涵内容和特点,打造区别于其他品牌的特征,内外传播方式来促进顾客认识和理解,重点是打造品牌忠诚。随之而来的就是企业品牌的激烈竞争。体育营销成为了现如今最为有效的市场营销手段之一,是现代企业经营中重要的战略之一。品牌文化是品牌价值的核心内容,运用品牌的内涵和理念等来触动消费者的情感认同,将文化内容融合到品牌中,促进品牌独特竞争力的形成。简单来说,品牌文化的塑造相当于将品牌赋予人格特征,让消费者在思想上实现共鸣,对品牌具有正确的认识和理解,形成强烈的品牌忠诚度。因此提出了“体育营销对提升品牌资产的影响”这一课题。文章总结了体育营销的具体维度,归纳了体育营销的连续性、传播度、契合度三个维度。在对已有品牌资产模型研究基础上,提出了品牌资产具有代表性的四个维度,品牌知名度、品牌认知度、品牌联想度和品牌忠诚度。本文基于体育营销理论,对概念和定义做基本介绍,对其与品牌资产的关系和作用效果做出实证研究。主要采用文献阅读结合问卷调查方式总结体育营销特点,对其和品牌资产的关系进行了实证研究,通过对品牌资产相关文献的学习、归纳、总结,运用问卷调查的方法收对体育营销维度对品牌资产方面的数据进行收集,在采用SPSS工具对操作变量和因子进行降维并提取主要因子,对体育营销维度与品牌资产维度之间相互关系进行了相关性分析,验证了体育营销的连续性、传播度和契合度三个维度与品牌资产的品牌知名度、品牌认知度、品牌联想度和品牌忠诚度之间的正相关关系。
[Abstract]:With the development of economy and culture all over the world, the importance of brand equity construction has been recognized by enterprises. Brand culture can endow itself with its own unique cultural connotation content and characteristics, create characteristics different from other brands, internal and external communication to promote customer awareness and understanding, the focus is to create brand loyalty. What follows is the fierce competition of enterprise brand. Sports marketing has become one of the most effective marketing methods and one of the most important strategies in modern enterprise management. Brand culture is the core content of brand value. The connotation and concept of brand are used to touch the emotional identity of consumers, to integrate the cultural content into the brand, and to promote the formation of the unique competitiveness of the brand. To put it simply, the molding of brand culture is equivalent to giving the brand personality characteristics, enabling consumers to realize resonance in their thoughts, having the correct understanding and understanding of the brand, and forming a strong brand loyalty. Therefore, this paper puts forward the subject of "the influence of sports marketing on the promotion of brand equity". This paper summarizes the specific dimensions of sports marketing, and concludes three dimensions of sports marketing continuity, communication degree and fit degree. On the basis of the research on the existing brand equity model, this paper puts forward four dimensions of brand equity: brand awareness, brand recognition, brand association and brand loyalty. Based on the theory of sports marketing, this paper introduces the concept and definition, and makes an empirical study on its relationship with brand equity and its effect. This paper summarizes the characteristics of sports marketing by means of literature reading and questionnaire survey, and makes an empirical study on the relationship between sports marketing and brand equity. The method of questionnaire survey was used to collect the data of sports marketing dimension on brand equity, and the SPSS tool was used to reduce the dimension of operation variables and factors and extract the main factors. This paper analyzes the relationship between sports marketing dimension and brand equity dimension, and verifies the three dimensions of sports marketing continuity, communication degree and fit degree and brand awareness and recognition degree of brand equity. The positive correlation between brand association and brand loyalty.
【学位授予单位】：中原工学院
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

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