试论品牌语境中的体育消费  

On PE Consumption in Brand Context

作　　者：戚玉楼[1] 

机构地区：[1]安徽师范大学体育学院,安徽芜湖241003

出　　处：《安徽师范大学学报（自然科学版）》2015年第5期496-500,共5页Journal of Anhui Normal University(Natural Science)

基　　金：国家体育总局体育文化研究基地项目(TYWHZ0012);安徽省体育社会科学2013年研究项目(ASS2013302)

摘　　要：在品牌化潮流的消费社会中,人们追求心理品牌消费的物有所值已成为消费的主流,这不仅成为各企业发展兴衰的命门所在,也已成为体育产品消费市场品牌竞争逐利的焦点之一.文章通过文献资料和逻辑思辨等研究方法,从品牌语境中探讨体育消费与之品牌的内在联系.认为:体育品牌产品的造型是消费者进一步了解商品性能和价格的前提,是引起消费者注意的先决条件;体育品牌企业针对目标群体的社会角色进行层次化设计,是消费者使用品牌现象得以普及的决定环节;体育产品的文化特色是其品牌的重要内涵,实践证明品牌内涵的提升不仅能维持品牌忠实的消费者,也是使得其在市场竞争中占据有利地位.People＇s psychological pursuit of the balance between price and value has become the mainstream of consumption in this society of brand consumption,which is critical for the development for PE enterprises.Furthermore,it has become one of the key points for the competition in the brand consumption market. This paper employs the research methods of literature review and logical reasoning to analyze the internal relation between PE consumption and the brands of the PE products in the brand context. The conclusion of this paper has three points.Firstly,the exterior shape is preliminary for consumers ＇further understanding of the function and price of the products,which is also a precondition for arousing consumers＇ attention. Secondly,the hierarchical design aiming for the target consumer groups by those PE enterprises is a decisive factor for the phenomenon of brand consumption. Thirdly,the cultural characteristics of the PF products are the intensive content of the brands,and the practice shows that the elevation of the intensive content of the brands can not only maintain their loyal consumers,but also help them occupy a favorable position in the competitive market.

关 键 词：品牌化 体育消费 造型 社会角色 文化特色 

分 类 号：G80-051[文化科学—运动人体科学]