体育健身驱动下的体育用品消费:我国大型城市马拉松参赛选手跑鞋品牌市场细分的实证研究

发布时间：2018-12-17 05:22

【摘要】：跑鞋是大众跑步健身的必要消费,通过对2014年北京马拉松参赛选手拥有跑鞋品牌的聚类分析,得出5个跑鞋品牌细分市场的使用群体,分别为:本土主流运动品牌群体(DM)、本土利基跑步品牌群体(DN)、外国主流运动品牌群体(FM)、外国利基跑步品牌群体(FN)、多元外国利基品牌群体(DFN)。统计分析与典型用户画像显示,各个群体的跑步参与度、跑者身份认同、社会阶层、性别、年龄、居住地呈现较为鲜明的特征与规律。2014、2015年北京马拉松参赛选手跑鞋品牌市场份额的对比分析显示,我国核心跑者日益青睐专注于运动功能、高品质的利基跑步品牌。研究结果从实证层面检验了大众健身与体育用品消费的内在联系,发现了跑鞋品牌决策中休闲身份认同与品牌来源国效应的共同作用。在我国体育用品市场消费升级过程中,为政府与协会营造跑步氛围、运动品牌致力于产品的专业功能定位升级与沟通,目标市场的选择等提供实践启示。
[Abstract]:Running shoes are the necessary consumption of mass running fitness. Through cluster analysis of running shoes brand owned by Beijing Marathon runners in 2014, five groups of running shoe brands are obtained, which are as follows: local mainstream sports brand group (DM), Local niche running brand group (DN), foreign mainstream sports brand group (FM), foreign niche running brand group (FN), multiple foreign niche brand group (DFN). Statistical analysis and typical user portraits show that all groups are involved in running, runner identity, social class, gender, age, The comparative analysis of the market share of Beijing Marathon runners in 2014 and 2015 shows that core runners in China are increasingly interested in niche running brands which focus on sports function and high quality. The results show that the relationship between mass fitness and sporting goods consumption is verified from the empirical level, and the joint effect of leisure identity and brand source country effect in the decision-making of running shoes brand is found. In the process of consumption upgrading of sports goods market in our country, it provides practical enlightenment for government and association to build running atmosphere, sports brand to upgrade and communicate professional function of products, choice of target market, etc.
【作者单位】：首都体育学院;
【基金】：北京市属高等学校青年拔尖人才培育计划(#CIT&TCD201404170) 科技创新服务能力建设—协同创新中心—京津冀体育健身休闲发展协同创新中心(PXM2016_014206_000022)
【分类号】：G80-05

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