摘要
运用统计学方法等构建消费者的滑雪运动品牌个性感知模型,并探讨消费者对滑雪运动的品牌个性感知与消费忠诚度的相互关系。结果:我国消费者感知的滑雪运动品牌个性可以归纳为"刺激""娱乐""专精""新雅",其中"专精"是我国本土化特色。消费者滑雪运动的品牌个性感知水平与消费忠诚度显著正相关,感知的阶段性差异化特征表现为对"刺激""娱乐"维度的初始认同度高,而"专精""新雅"维度的跨阶段增幅大,是促进消费忠诚度的重要维度。提出建议:滑雪场要加强对滑雪运动品牌个性的宣传;要根据市场定位及消费者特点,结合我国相关传统文化塑造中国滑雪运动品牌;要采用精准广告投放策略,塑造滑雪场品牌,提升消费忠诚度。
This paper uses statistical methods to construct the model of consumers’skiing brand personality perception,and discusses the relationship between consumers'skiing brand personality perception and consumer loyalty.Results:the brand personality of ski sports perceived by Chinese consumers can be summed up as stimulation,entertainment,expertise and new elegance,among which expertise is the characteristic of Chinese localization.There is a significant positive correlation between the perceived level of brand personality and consumer loyalty of consumers in skiing.The characteristics of perceived stage differentiation are high initial recognition of the dimensions of stimulation and entertainment,while the cross-stage increase of the dimensions of expertise and new elegance is an important dimension to promote consumer loyalty.Suggestions:ski resorts should strengthen the promotion of skiing brand personality;shaping the brand of Chinese skiing should be in accordance with the market positioning and consumer characteristics,combined with the relevant traditional culture of China;it is necessary to use precision advertising strategy in shaping ski resort brand and enhancing consumer loyalty.
作者
马培艳
张瑞林
车雯
李凌
MA Peiyan;ZHANG Ruilin;CHE Wen;LI Ling(School of Sports Science,Fujian Normal University,Fuzhou,Fujian 350100,China;School of Physical Education,Shandong University,Jinan,Shandong 250061,China)
出处
《首都体育学院学报》
CSSCI
北大核心
2019年第2期127-133,共7页
Journal of Capital University of Physical Education and Sports
基金
国家社会科学基金重点项目(17ATY005)
关键词
体育消费
滑雪运动
品牌个性
消费忠诚度
sports consumption
skiing
brand personality
consumer loyalty
