基于大学生网购行为的运动品牌运营战略调研与数据分析  

Research and Data Analysis of Sports Brand Operation Strategy Based on College Students’Online Shopping Behavior

作　　者：石涛 苏宇 王梦杨 张盼盼[1] SHI Tao;SU Yu;WANG Mengyang;ZHANG Panpan(School of Management,Tianjin University of Technology,Tianjin,300384 China)

机构地区：[1]天津理工大学,天津300384

出　　处：《科技资讯》2020年第31期39-42,共4页Science & Technology Information

基　　金：天津市科技计划项目《大数据驱动下京津冀供需匹配服务整合模式的创新发展研究》(项目编号:18ZLZXZF00380)。

摘　　要：该文以大学生网络用户为研究对象,分析其购物行为及习惯,以运动品牌为例比较和探究品牌运营与战略模式,利用数据分析方法处理分析数据。通过对网购者的全面而深入的了解,特别是针对他们不同的购物行为和主要目标网购产品的洞察,研究结果为制造商和零售商更有效地制定线上营销策略,更好地为目标客户群提供符合他们需求的产品,使品牌效益最大化。This paper takes college students’Internet users as the research object,analyzes their shopping behavior and habits,compares and explores brand operation and strategic mode with sports brand as an example,and uses data analysis method to process and analyze data.Through a comprehensive and in-depth understanding of online shoppers,especially their different shopping behaviors and insights into the main target online shopping products,the research results can make more effective online marketing strategies for manufacturers and retailers,better provide the target customer groups with products that meet their needs,and maximize brand benefits.

关 键 词：品牌运营战略 网购行为 大学生 数据分析 

分 类 号：F274[经济管理—企业管理]