新时代背景下我国大学生运动鞋市场细分特征研究——基于利益细分视角  

Characteristics of the Sports Shoes Market Segmentation in Colleges in the New Era:From the Perspective of Benefit Segmentation

作　　者：武立涛[1] WU Li-tao(Affiliated High School of Fujian Normal University in Pingtan,Fuzhou 350400,China)

机构地区：[1]福建师范大学平潭附属中学,福州350400

出　　处：《重庆工商大学学报（自然科学版）》2020年第2期121-128,共8页Journal of Chongqing Technology and Business University:Natural Science Edition

摘　　要：为了探明大学生体育消费的特征,运用文献资料法、问卷调查法、数理统计法等方法,对大学生体育消费市场的最主要组成部分(运动鞋市场)进行细分,探明不同细分市场的类型及其利益需求特征;研究表明:大学生购买运动鞋时,重视“审美时尚”、“功能质量”、“青春活力”、“追随表现”四大利益因子;结合4个利益因子,可将大学生运动鞋市场细分为“活力表现型”、“功能质量型”和“审美时尚型”3个子市场,各子市场消费特征存在差异。In order to find out the characteristics of college sports shoes consumption,this paper uses the methods of literature,questionnaire survey and mathematical statistics to subdivide the most important component of college students’sports consumer market(sports shoes market),and to explore the types of different subdividing markets and the characteristics of their interests and needs.The research shows that when college students buy sports shoes,they attach great importance to"aesthetic fashion","functional quality","youth vitality"and"following performance".Combining the above four benefit factors,the market of college students'sports shoes can be divided into three sub-markets,such as vibrant performance,functional quality and aesthetic fashion.There are differences in consumption characteristics among sub-markets.

关 键 词：大学生 运动鞋 市场细分 因子分析 判别分析 聚类分析 

分 类 号：G80-05[文化科学—运动人体科学]