体验营销对赛事赞助商品牌偏好及购买意向的影响研究

发布时间：2018-01-31 17:23

本文关键词： 体验营销赛事赞助商品牌偏好购买意向　出处：《上海体育学院》2017年硕士论文　论文类型：学位论文

【摘要】：随着社会经济的不断进步,我国的体育产业得以蓬勃发展,人们对体育赛事的关注度也在大幅上升,无论是从观赛角度还是亲自参与其中,体育赛事都成为是一种时尚、健康的生活方式。这就使得很多企业看到了这一商机,纷纷把对赛事的赞助作为企业品牌营销的手段之一。不可否认,对赛事的赞助,无论是企业业务量的发展目标,还是品牌发展上都有重要意义。然而,面对体育赞助市场高速运转,赛事赞助成本也在与日俱增,望眼世界,万达与国际足联的合作、海信赞助欧洲、阿里巴巴成为奥运会顶级赞助商,都是斥巨资获得赞助资源,那么巨额的赞助投入,回报率如何也就成为企业人士和研究学者关注的重点。在体验经济的时代背景下,消费需求多样化,品牌产品也趋于同质化,仅仅通过对产品或是服务功能的提供已经不能满足当前消费者的需求。消费者更希望的是在产品或是服务供给的基础上,还能让其在作出购买决策前就认识、了解品牌,这便有了体验。体验营销的理论是基于体验活动所产生的的,是指通过创造一场新奇的、有鲜明品牌特质的、包含感情的品牌活动,并争取让消费者可以参与其中,以来认识品牌,甚至的是对品牌产生以来,当然,这种品牌活动是精心策划的,目的是让消费者快乐、兴奋,进而建立的消费者与品牌关联的营销方式。研究基于以上的经济形态、赞助现实,从定性和定量的角度,首先对国内外关于体验营销、赛事赞助、品牌偏好、购买意向的相关文献进行了梳理总结。此外,研究还对当前赛事赞助品牌活动体验营销策略的运用进行理论分析,指出赛事赞助体验策略的选择很大程度上受企业营销目标的决定,目前赞助品牌对体验策略的运用主要是感官体验,这主要受传统观念的影响,同时体验营销的各模块通常来说并不单独使用。结合上述的文献综述和理论分析,研究以Bernd H.Schmitt的战略体验模块为前因变量,品牌偏好、购买意向为结果变量,建立了体验营销对赛事赞助商品牌偏好及购买意向影响的关系模型。同时,以鸿星尔克赞助上海大师赛为实证研究的具体内容,通过在赛事现场问卷的发放和后期数据的收集,运用SPSS21.0对数据进行了相关分析、回归分析,对研究提出的假设和模型进行验证,具体得出以下几个结论:(1)企业的营销目标决定赛事赞助体验营销策略的选择;(2)体验营销各维度对赛事赞助商品牌偏好、购买意向有显著的正向影响;(3)体验营销对赛事赞助商品牌偏好的影响程度依次是:情感体验行动体验思考体验感官体验;(4)体验营销对赛事赞助商品牌购买意向的影响程度依次是:行动体验情感体验感官体验思考体验。对此,为体育赛事赞助商提供以下的体验营销建议:(1)积极创新品牌活动玩法,加入科技元素,线上开启赞助活动预热,多方位引起现场观众参与品牌活动的关注和兴趣;(2)加深情感价值的渲染,刺激参与赛事现场品牌活动观众的情感需求;(3)深挖赛事与赞助品牌融合的价值,借助赛事观众对赛事的情感依赖,激发其对赛事赞助品牌的思考,以来形成品牌共鸣和认同感;(4)明确企业品牌定位,持续的市场活跃度,保持品牌产品的创新性研究及发明,并尽量树立健康的品牌形象,以建立长期的品牌特质。
[Abstract]:With the progress of social economy, China's sports industry to flourish, people's attention on sports events also increased significantly, either from the spectator point of view or personally involved in the sports events have become a kind of fashion, a healthy lifestyle. This makes many companies see this opportunity, have the sponsor of the event as one of the enterprise brand marketing means. It is undeniable that sponsorship of the event, whether it is the development of target enterprise business volume, or brand development are of great significance. However, in the face of sports sponsorship market high-speed operation, sponsorship costs also grow with each passing day, seeing the world, and Wanda International FIFA co sponsored by Hisense in Europe, the Alibaba became an Olympic sponsor, is invested to obtain sponsorship resources, so the huge sponsorship investment, the rate of return to become business people The focus of attention and research scholars. Under the background of experience economy, the diversification of consumer demand, brand products tend to homogeneity, only through the product or provide services can not meet the needs of consumers. Consumers want the product or service is based on the supply, but also let the make before a purchase decision on the understanding, understanding of the brand, it will have experience. Experience marketing theory is generated based on the experience of the activities, is the process of creating a new, distinctive brand features, including the feelings of the brand, and strive to allow consumers to participate, since the understanding of the brand, even is since the brand of the brand activities are carefully planned, the purpose is to let consumers happy, excited, the consumer and the brand association established the marketing research based on the above. The economic form, sponsored by the reality, from the perspective of qualitative and quantitative, first at home and abroad on experience marketing, sponsorship, brand preference and purchase intention of the related literature summarizes. Moreover, research on current brand sponsorship activities experience marketing strategies for theoretical analysis, pointed out that the sponsorship experience by the marketing objectives strategy selection is largely decided, at present to sponsor brand strategy is the main experience of sensory experience, which is mainly influenced by traditional ideas, at the same time, experience each module marketing is generally not used alone and combined with literature review and theoretical analysis. The research is based on the Bernd H.Schmitt, the Strategic Experiential Modules as the antecedent variables, brand preference, purchase intention as outcome variables, established on experiential marketing sponsor brand preference and purchase intention relationship model. At the same time, in Hong Star Volcker Shanghai masters for sponsorship empirical research on the specific content of the scene in the event, through the issuance of questionnaires and data collection, using SPSS21.0 correlation analysis, regression analysis of data, to verify the research hypotheses and model, the following conclusions are obtained: (1) the goal of marketing decision sponsorship experience marketing strategy choice; (2) the dimensions of experience marketing to sponsor brand preference, purchase intention has a significant positive effect; (3) sponsor of experiential marketing and brand preference degree are: emotional experience action thinking experience sensory experiences; (4) the degree of influence on marketing experience sponsor brand purchase the intention of the action are: experience emotional experience sensory experience thinking experience. In this regard, provide the following experience marketing suggestions for Sports Sponsor: (1) positive innovation brand Active play, adding elements of science and technology, online open sponsorship preheating, multi-faceted caused the audience to participate the brand activity and interest; (2) enhance the emotional value of the participation in the tournament scene rendering, stimulate the audience's emotional needs brand activities; (3) deep events and sponsoring brand value integration, with the help of the audience for the event emotional dependence, stimulate their thinking on brand sponsorship, since the formation of brand resonance and identity; (4) a clear brand positioning, continuous market activity, research and innovation of brand products, and try to establish a healthy brand image, to establish long-term brand.

【学位授予单位】：上海体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G80-05

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