体育用品品牌认知生态位模糊综合评价研究  

Fussy Comprehensive Evaluation on Cognition Niche of Sports Product Brand

作　　者：王启万[1] 李思晴 朱虹[3] WANG Qiwan;LI Siqing;ZHU Hong(Institute of Sporls and Leisure Industry,Changzhou University,Changzhou,Jiangsu 213164;School of Business,Changzhou University,Changzhou,Jiangsu 213164;School of Business,Nanjing University,Nanjing,Jiangsu 210093)

机构地区：[1]常州大学体育休闲产业研究所,江苏常州213164 [2]常州大学商学院,江苏常州213164 [3]南京大学商学院,江苏南京210093

出　　处：《成都体育学院学报》2018年第4期42-47,共6页Journal of Chengdu Sport University

基　　金：国家社会科学基金项目"中国体育用品品牌生态位构成维度;影响机制及提升对策研究"(16BTY052)

摘　　要：探讨消费者认知层面上的体育用品品牌生态位,有助于识别体育用品品牌发展战略的关键问题,为管理实践提供品牌提升依据。基于中国消费者心理认知角度,运用品牌生态相关理论,采用文献分析、德尔菲法和模糊数学评判逐级递进的研究方法,构建了中国体育用品消费者认知层面的品牌生态位关键指标体系,识别了各项指标在生态位体系中的重要性程度,建立了模糊数学评价模型,并选择安踏和耐克进行了案例研究,发现在"代言人认同"和"个性匹配"方面两者差距不大,安踏的品牌建设重点在于产品品质、视觉时尚、功能创新和形象认同等方面,以缩小与耐克的差距。这些发现扩展了体育用品品牌生态理论研究,为管理者理解和评价品牌生态位竞争态势、建立关键性品牌营销策略提供了新的视角和依据。The exploration of sports product brand cognition niche from the perspective of consumer＇s cognition contributes to recognizing the key issues of brand development strategies and providing evidence for brand promotion in management practice. Using the methods of literature analysis, Delphi Method and fuzzy mathematics, and applying the theory of brand ecology, this paper constructs key indicator system of brand niche from the perspective of consumer＇s cognition, identifies the importance of every indicator in the system, and establishes a fuzzy mathenlatics evaluation model. The paper makes a ease study of ANTA and NIKE, finding that there is no big gap in the indicators of ＂ spokesman identity＂ and ＂personalized matching＂, between the two brands. The brand building of ANTA should focus on quality promotion, visual fashion, function innovation and image identity so as to narrow down its gap with NIKE. These findings extend the theoretical research of sports products brand ecology and provide new perspective and evidence for the management to evaluate the competitive situation of brand niche and develop key marketing strategies.

关 键 词：体育用品品牌 品牌认知 品牌生态位 模糊综合评价 

分 类 号：G80-052[文化科学—运动人体科学]