消费认同视角下国产体育用品品牌升级路径研究——以鸿星尔克为例  

A Study on the Upgrading Path of Chinese Sports Goods Brands from the Perspective of Consumer Identification--A Case Study of Hongxing Erke

作　　者：周依涵 Zhou Yihan(Business School,Zhengzhou University,Zhengzhou,Henan,450001)

机构地区：[1]郑州大学商学院,河南郑州450001

出　　处：《中国商论》2024年第17期165-168,共4页China Journal of Commerce

摘　　要：随着中国在经济、科技和文化领域的不断进步,民族品牌正以其卓越的硬核品质和多元化的创新举措,不断刷新消费者对中国品牌的认知与期待。鸿星尔克通过自身品牌升级,以全新的姿态回归到大众视野,受到消费者的喜爱。文章以案例分析为主要研究方法,对“鸿星尔克”品牌升级的历程进行解构,基于消费认同视角对其品牌升级路径进行解析,得出品牌差异化、品牌国际化和品牌民族化三条品牌升级路径,并绘制出消费认同视角下鸿星尔克品牌升级路径模型。最后,文章总结其品牌升级过程中的成功经验,为国产体育用品品牌的升级与可持续发展提供管理启示。With the continuous progress of China in the fields of economy,technology,and culture,national brands are constantly refreshing consumers’understanding and expectations of Chinese brands with their excellent hardcore quality and diversified innovative measures.Through its own brand upgrading,Hongxing Erke has returned to the public’s view with a brand new attitude and is loved by consumers.Using case analysis as the main research method,this paper deconstructs the process of“Hongxing Erke”brand upgrading,analyzes its brand upgrading path from the perspective of consumer identification,and concludes three brand upgrading paths:brand differentiation,brand internationalization,and brand nationalization.A model of Hongxing Erke brand upgrading path from the perspective of consumer identification is also drawn.Finally,the paper summarizes the successful experience in the process of brand upgrading,and provides management inspiration for the upgrading and sustainable development of Chinese sports goods brands.

关 键 词：消费认同 品牌升级 自我认同 社会认同 鸿星尔克 

分 类 号：F063.2[经济管理—政治经济学] G8[文化科学—体育学]