宁波市健身企业品牌建设研究
发布时间：2018-10-26 10:09
【摘要】：随着全民健身的兴起,人们对健身产品的需求量不断增长,随之而来的是各种健身企业的出现,健身市场呈现出一片繁荣的景象。另外,消费者品牌意识的不断增强,使得健身企业所带来的品牌效应被人们所关注。伴随着人们对品牌的关注度渐渐提升,使得人们开始追求品牌,进而推动了健身企业的发展。然而,健身企业迅速发展的同时也显现出一些问题,如非法注册品牌商标,抄袭品牌理念,以及缺少具有竞争优势的企业品牌等等。所以,建立具有竞争优势的品牌,并把健身企业品牌建设成为同行业中的名牌,成为我国健身企业需要共同面对的问题。本文以宁波市老三区:海曙区、江东区、江北区,12家健身企业品牌为研究对象,采用文献资料法、问卷调查法、数理统计法、SWOT分析法等研究方法。研究结果表明:宁波市健身企业具有品牌设计意识,但在品牌辅助要素的设计方面,涉及范围还不够全面;市场占有率不高;健身企业虽拥有一定知名度,但影响力不够,以致于品牌效应不明显;各健身企业产品之间差异化小,缺少属于企业自己的品牌特色;健身企业品牌传播方式较为传统,缺乏新型的品牌传播方式。结论:(1)宁波市健身企业在品牌知名度、品牌设计和品牌传播的重视程度方面具有一定优势,但在品牌效应方面需进一步改进。(2)根据宁波市健身企业品牌特征,运用品牌成长模型,在遵循健身企业品牌建设原则和市场需求以及企业优势的背景下,从品牌定位、品牌设计、品牌传播3方面,构建宁波市健身企业品牌建设过程。(3)建议宁波市健身企业品牌在今后发展过程中,应把握对品牌资产的管理以及对品牌战略的实施,分别从培养品牌忠诚度、提高品牌知名度、强化品牌认知度方面来规范健身企业品牌资产,从品牌政策环境、质量管理、文化创新、网络化方面制定品牌发展战略。
[Abstract]:With the rise of national fitness, people's demand for fitness products is growing, followed by the emergence of a variety of fitness enterprises, fitness market presents a prosperous scene. In addition, with the increasing of consumer brand consciousness, people pay more attention to the brand effect brought by fitness enterprises. With the increasing attention to the brand, people began to pursue the brand, and then promoted the development of fitness enterprises. However, the rapid development of fitness enterprises also shows some problems, such as the illegal registration of brand trademarks, plagiarism, and lack of competitive advantages of corporate brands and so on. Therefore, establishing the brand with competitive advantage and building the brand of fitness enterprise into the famous brand in the same trade has become the problem that our country's fitness enterprises need to face together. In this paper, the old three districts of Ningbo: Haishu District, Jiangdong District, Jiangbei District, 12 brands of fitness enterprises as the research object, using the method of literature, questionnaire, mathematical statistics, SWOT analysis and other research methods. The results show that Ningbo fitness enterprises have brand design consciousness, but in the design of brand auxiliary elements, the scope is not comprehensive enough, the market share is not high; Although the fitness enterprise has certain popularity, but the influence is not enough, the brand effect is not obvious, the difference between the products of each fitness enterprise is small, the brand characteristic that belongs to the enterprise lacks; Fitness enterprise brand communication mode is more traditional, lack of new brand communication mode. Conclusion: (1) Ningbo fitness enterprises have some advantages in brand awareness, brand design and brand communication, but need further improvement in brand effect. (2) according to the brand characteristics of Ningbo fitness enterprises. Using brand growth model, under the background of following the principles of brand construction, market demand and enterprise advantages of fitness enterprises, from three aspects of brand positioning, brand design, brand communication, Building brand construction process of Ningbo fitness enterprise. (3) it is suggested that Ningbo fitness enterprise brand should grasp the management of brand equity and the implementation of brand strategy in the process of future development, respectively from the cultivation of brand loyalty. To improve brand awareness, strengthen brand awareness to standardize the brand assets of fitness enterprises, from the brand policy environment, quality management, cultural innovation, networking to formulate brand development strategy.
【学位授予单位】：宁波大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G812.7
本文编号：2295374
[Abstract]:With the rise of national fitness, people's demand for fitness products is growing, followed by the emergence of a variety of fitness enterprises, fitness market presents a prosperous scene. In addition, with the increasing of consumer brand consciousness, people pay more attention to the brand effect brought by fitness enterprises. With the increasing attention to the brand, people began to pursue the brand, and then promoted the development of fitness enterprises. However, the rapid development of fitness enterprises also shows some problems, such as the illegal registration of brand trademarks, plagiarism, and lack of competitive advantages of corporate brands and so on. Therefore, establishing the brand with competitive advantage and building the brand of fitness enterprise into the famous brand in the same trade has become the problem that our country's fitness enterprises need to face together. In this paper, the old three districts of Ningbo: Haishu District, Jiangdong District, Jiangbei District, 12 brands of fitness enterprises as the research object, using the method of literature, questionnaire, mathematical statistics, SWOT analysis and other research methods. The results show that Ningbo fitness enterprises have brand design consciousness, but in the design of brand auxiliary elements, the scope is not comprehensive enough, the market share is not high; Although the fitness enterprise has certain popularity, but the influence is not enough, the brand effect is not obvious, the difference between the products of each fitness enterprise is small, the brand characteristic that belongs to the enterprise lacks; Fitness enterprise brand communication mode is more traditional, lack of new brand communication mode. Conclusion: (1) Ningbo fitness enterprises have some advantages in brand awareness, brand design and brand communication, but need further improvement in brand effect. (2) according to the brand characteristics of Ningbo fitness enterprises. Using brand growth model, under the background of following the principles of brand construction, market demand and enterprise advantages of fitness enterprises, from three aspects of brand positioning, brand design, brand communication, Building brand construction process of Ningbo fitness enterprise. (3) it is suggested that Ningbo fitness enterprise brand should grasp the management of brand equity and the implementation of brand strategy in the process of future development, respectively from the cultivation of brand loyalty. To improve brand awareness, strengthen brand awareness to standardize the brand assets of fitness enterprises, from the brand policy environment, quality management, cultural innovation, networking to formulate brand development strategy.
【学位授予单位】：宁波大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G812.7
【参考文献】
相关期刊论文 前2条
1 刘高福;聂磊;;健身俱乐部品牌形象对顾客忠诚影响的实证研究[J];北京体育大学学报;2011年10期
2 顾金兰;;品牌意识与品牌建设[J];大庆师范学院学报;2007年06期
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