体育赛事消费行为模式与品牌塑造策略研究——基于消费者特征  

Research on the Consumption Behavior Pattern and Brand Building Strategy of Sports Events--Based on the Characteristics of Consumers

作　　者：郑莲凯 郑俊伟 ZHENG Liankai;ZHENG Junwei(Shanghai University of Sport;Shanghai Putuo District Youth Sports School,Shanghai,200333 China)

机构地区：[1]上海体育大学 [2]上海市普陀区青少年体育运动学校,上海200333

出　　处：《当代体育科技》2024年第26期90-93,共4页Contemporary Sports Technology

摘　　要：该研究聚焦体育赛事消费行为模式与品牌塑造策略。随着体育产业规模的扩大,体育赛事消费市场前景广阔。研究从消费者特征视角出发,探讨个人特征、心理特征及社会环境因素对体育赛事消费行为的影响。通过问卷调查和定量分析,揭示不同特征消费者的消费行为模式及影响因素。在此基础上,提出相应的品牌塑造策略,包括目标市场选择、品牌个性塑造、情感营销和体验营销等。研究旨在丰富体育赛事营销理论,为实践提供参考。同时,结合中国本土情境,为体育赛事消费市场的发展提供理论支撑和实践指导。This article focuses on the consumption behavior pattern and brand building strategies of sports events.With the expansion of the sports industry,the market prospects for sports event consumption are broad.Starting from the perspective of consumer characteristics,it explores the influence of personal characteristics,psychological characteristics and social environment factors on the consumption behavior of sports events.Through Questionnaire Survey and Quantitative Analysis,the consumption behavior patterns and influencing factors of consumers with different characteristics are revealed.On this basis,corresponding brand building strategies are proposed,including target market selection,brand personality shaping,emotional marketing and experiential marketing.The research aims to enrich the theory of sports event marketing and provide reference for practice.At the same time,it provides theoretical support and practical guidance for the development of China's sports event consumption market.

关 键 词：消费者 体育赛事 消费行为 品牌塑造 

分 类 号：G805[文化科学—运动人体科学]