体育用品品牌生态位构成维度研究  

Dimensions of Sports Products Brand Niche

作　　者：王启万[1,2] 王珂炜 朱虹[2] WANG Qiwan;WANG Kewei;ZHU Hong(Institute of Sports and Leisure Industry of Changzhou University,Changzhou 213164,Jiangsu,China;Business School of Nanjing University,Nanjing 210093,Jiangsu,China;Business School of Changzhou University,Changzhou 213164,Jiangsu,China)

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

出　　处：《沈阳体育学院学报》2018年第6期6-14,共9页Journal of Shenyang 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：结合品牌生态位结构的相关理论,对体育用品品牌研究文献进行梳理,识别了体育用品品牌生态位构成要素;再以体育用品企业营销者为调查对象,提取这一截面数据,进行探索性因子分析和验证性因子分析,构建了由社会环境、品牌资源、品牌群落、品牌社区、品牌载体、品牌属性、品牌认知等7个维度及26个因子构成的体育用品品牌生态位结构体系。然后根据各维度因子的解释路径标准化系数,识别出生态位维度各因子的重要性排序;并以李宁品牌为例,提出了一系列品牌管理对策。体育用品品牌生态位构成维度及关键性因子的研究,丰富了体育用品品牌管理理论,有助于品牌管理者深入、系统地认识体育用品品牌,为其提供新的品牌分析框架及营销思路。Based on relative theories of brand niche,the authors sorted out the literature on sports products brands,and identified the constituents of sports products brand niche;then,with sports products malceters as respondents,they extracted the cross-sectional data and had the exploratory factor analysis and confirmatory factor analysis.Furthermore,the authors constructed system of sports products brand niche consisting of 7 dimensions(social environment,brand resources,brand cluster,brand community,brand carier,brand attributes and brand cognition)and 26 factors.Finally,according to the standardized coefficients,the authors identified the order of importance of those factors and put forward some countermeasures of sports products branns management.The research on the dimensions of the sports products brand niche and key factors enriches the theory of sports products brand,contributes to further and systematic cognition of sports products brands and provides a new framework of brand analysis and new marketing thoughts.

关 键 词：体育用品 品牌生态位 构成维度 体育用品企业 

分 类 号：G80-052[文化科学—运动人体科学]