本文關(guān)鍵詞： 北上廣 運動人群 運動內(nèi)衣 運動內(nèi)衣市場　出處：《首都體育學(xué)院》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著中國經(jīng)濟的快速發(fā)展,人們首要的精神追求變?yōu)閷】档纳罘绞降淖⒅?人們對自身外表和形體也越來越關(guān)注。體育運動和健身愛好者數(shù)量的增加給運動服裝市場的發(fā)展創(chuàng)造了良好條件,其中運動內(nèi)衣市場更是呈現(xiàn)出蓬勃發(fā)展的態(tài)勢。當(dāng)前,各運動內(nèi)衣品牌高度重視國內(nèi)市場,積極投入打造品牌,力爭在激烈的運動內(nèi)衣市場競爭中搶占一席之地。北京作為全國的政治文化中心,上海作為經(jīng)濟金融中心和人民體質(zhì)最好城市,廣州作為中國最具活力的的創(chuàng)意設(shè)計制造業(yè)中心,北上廣的運動內(nèi)衣市場有自己的特殊性。本文以信息掌控為前提,通過調(diào)查了解北上廣地區(qū)運動人群的偏好及運動內(nèi)衣市場發(fā)展?jié)摿?以數(shù)據(jù)說話、事實求證,探討運動內(nèi)衣市場未來發(fā)展的走向,讓企業(yè)提供的產(chǎn)品能夠充分滿足顧客需求,為運動內(nèi)衣市場發(fā)展提供良好的理論參考并希望可以推動我國運動內(nèi)衣市場又好又快的向前邁步。在研究過程中,本文在探討北上廣運動內(nèi)衣市場有關(guān)問題時采用了文獻分析、調(diào)查問卷、數(shù)據(jù)統(tǒng)計和數(shù)據(jù)分析對比等研究方法。首先通過查找文獻資料歸納總結(jié)前人理論成果的方式對運動內(nèi)衣的內(nèi)涵、特征等進行了闡述,同時對有關(guān)品牌的研發(fā)現(xiàn)狀進行了調(diào)查研究;隨后針對北京、上海、廣州地區(qū)運動人群的運動偏好等作了問卷調(diào)查,研究和分析運動內(nèi)衣市場的消費需求和特征,以提出運動內(nèi)衣行業(yè)的發(fā)展?jié)摿斑\動內(nèi)衣市場存在的一些問題�；诖吮疚奶岢隽艘恍┛尚行越ㄗh:1.充分發(fā)揮北上廣三城不同特點,協(xié)調(diào)發(fā)展我國運動內(nèi)衣市場。2.細分運動內(nèi)衣市場,按照運動項目及其特征來研發(fā)相應(yīng)產(chǎn)品。改善運動內(nèi)衣市場競爭同質(zhì)化的不良狀態(tài)。加大科研投入和產(chǎn)品創(chuàng)新。要在材質(zhì)、面料等方面提高運動內(nèi)衣的舒適度,增加其舒適以及功能性。3.要盡量走物美價廉的路線,既要讓大眾能夠接受,同時又要提高產(chǎn)品體驗,當(dāng)然同時還要注意中高端運動內(nèi)衣產(chǎn)品的研發(fā)。4.加強運動內(nèi)衣品牌建設(shè),打造優(yōu)勢品牌。5.采用多種形式針對運動人群大力進行運動內(nèi)衣宣傳,注重運動習(xí)慣的培養(yǎng),擴大運動內(nèi)衣普及度及曉譽度。
[Abstract]:With the rapid development of China economy, people foremost spiritual pursuit to a healthy lifestyle to pay attention to, people pay more and more attention to their appearance and form. The number of sports and fitness enthusiasts to increase the development of sports market and create favorable conditions for the sports underwear market is showing a booming trend. At present, various sports underwear brand attaches great importance to the domestic market, actively build brands, and strive to occupy a space for one person in the fierce market competition in sports underwear. Beijing as a national political and cultural center of Shanghai, as the economic and financial center and the city of Guangzhou as the best people's physique, creative design Chinese the most dynamic manufacturing center, Kita Kamihiro sports underwear market has its own particularity. Based on the information control is the premise of understanding North Canton area sports people preference through investigation The development potential and the sports underwear market, talk with data, verify facts, explore the future development trend of the sports underwear market, allow enterprises to provide products to fully meet customer needs, provide a theoretical reference for the development of good sports underwear market and hope to promote China's sports underwear market and fast forward. In the course of the study, this paper adopts literature analysis, on the north of Guangzhou sports underwear market related issues questionnaire, data statistics and data analysis and comparison research method. Firstly, connotation of literature summarizing previous theoretical results on sports underwear, features are described, and research status of the brand are investigated. Then; for Beijing, Shanghai, Guangzhou area sports people such as sports Preferences Questionnaire survey, research and analysis of sports underwear market Consumer demand and characteristics, some problems exist in the development of the sports underwear industry potential and sports underwear market. This paper puts forward some feasible suggestions: 1. make full use of different characteristics of three North City, the coordinated development of.2. subdivision sports underwear market in China's sports underwear market, according to the characteristics of sports and to develop the corresponding products. To improve the competitive sports underwear market homogeneity bad state. Increase investment in scientific research and product innovation. In terms of fabric material, improve the sports bra comfort, increase the comfort and functionality of.3. to try to walk the route to high quality and inexpensive, allow the public to accept, but also improve the product experience, of course, but also pay attention to in the high-end sports underwear product development.4. to strengthen the sports underwear brand building, build brand advantage.5. using a variety of forms for sports people to enter Do sports underwear publicity, pay attention to the training of sports habits, expand the popularity of sports underwear and the degree of fame.

【學(xué)位授予單位】：首都體育學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F426.86;G818.4

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