基于Aaker品牌资产模型的四川省青少年户外体育营地品牌培育路径研究  

Research on the Brand Cultivation Path of Sichuan Youth Outdoor Sports Camps Based on Aaker Brand Equity Model

作　　者：文晶晶[1] WEN Jingjing(Sports Institute of Chengdu University of Technology,Chengdu,Sichuan Province,610059 China)

机构地区：[1]成都理工大学体育学院,四川成都610059

出　　处：《当代体育科技》2025年第1期98-102,共5页Contemporary Sports Technology

基　　金：四川户外营地教育发展研究中心项目(项目名称:四川省青少年户外体育营地品牌培育路径研究,项目编号:HWYD2024B06)。

摘　　要：四川省地理资源条件丰富,为青少年户外体育营地的开发和建设提供了得天独厚的发展优势。近年来,随着四川省休闲旅游产业的转型升级,“户外+”市场呈现出蓬勃发展的态势,青少年户外体育营地的市场空间也得以广泛拓展,为消费者提供了多元化的户外消费场景,吸引了来自四川省内外的大量目标消费群体。该文基于Aaker品牌资产模型,从品牌质量感知、品牌核心特性和品牌管理体系3个维度,对四川省青少年户外体育营地品牌建设的现状进行了深入分析。同时,结合品牌知名度、品牌认知度、品牌联想度以及品牌忠诚度等要素,探讨了四川省青少年户外体育营地的品牌培育路径,旨在更好地满足青少年对高质量户外体育活动的需求,并提升消费者对四川省青少年户外体育营地品牌的认同感。Sichuan Province has abundant geographical resources,providing unique advantages in the development and construction of outdoor sports camps for young people.In recent years,with the transformation and upgrading of the leisure tourism industry in Sichuan Province,the"outdoor+"market has shown a vigorous development trend,and the market space for youth outdoor sports camps has also been widely expanded,providing consumers with diversified outdoor consumption scenarios and attracting many target consumer groups from both inside and outside Sichuan.Based on the Aaker brand equity model,this article analyzes the current situation of brand construction of Sichuan Province's youth outdoor sports camps from three aspects:brand quality perception,brand core characteristics,and brand management system.At the same time,combining factors such as brand awareness,brand recognition,brand association,and brand loyalty,it explores the brand cultivation path of Sichuan Province's youth outdoor sports camps,aiming to better meet the needs of young people for high-quality outdoor sports activities and enhance consumers'brand recognition of Sichuan Province's youth outdoor sports camps.

关 键 词：Aaker品牌资产模型 青少年户外体育 品牌建设 培育路径 

分 类 号：G805[文化科学—运动人体科学]