本文選題：體驗(yàn)營銷　切入點(diǎn)：運(yùn)動(dòng)服裝　出處：《北京服裝學(xué)院》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著社會(huì)經(jīng)濟(jì)的發(fā)展,體驗(yàn)經(jīng)濟(jì)已經(jīng)不斷發(fā)展并成為主要的經(jīng)濟(jì)形式,消費(fèi)者的消費(fèi)目的與追求已超出簡(jiǎn)單的物質(zhì)需求,而是精神需求的體驗(yàn)與滿足。同時(shí),在服裝產(chǎn)品同質(zhì)化越加嚴(yán)重的市場(chǎng)環(huán)境下,服裝的品牌形象成為企業(yè)的核心競(jìng)爭(zhēng)力和制勝關(guān)鍵。因此,如何通過體驗(yàn)營銷策略讓消費(fèi)者對(duì)企業(yè)建立良好的品牌形象與消費(fèi)傾向,值得引起企業(yè)的重視。本文基于運(yùn)動(dòng)服裝品牌,通過文獻(xiàn)查閱、案例分析、問卷調(diào)查和實(shí)驗(yàn)等方法,量化了運(yùn)動(dòng)服裝品牌形象的測(cè)評(píng)指標(biāo),并通過對(duì)樣本的相關(guān)性分析、因子分析以及獨(dú)立樣本T檢驗(yàn)等數(shù)據(jù)分析,探討產(chǎn)品互動(dòng)設(shè)計(jì)和俱樂部活動(dòng)這兩種營銷策略對(duì)運(yùn)動(dòng)服裝品牌形象的影響,得到的結(jié)論主要有:(1)體驗(yàn)營銷的產(chǎn)品互動(dòng)策略對(duì)運(yùn)動(dòng)服裝品牌形象的產(chǎn)品維度、企業(yè)維度、人性化維度均有顯著正向影響;(2)體驗(yàn)營銷的俱樂部活動(dòng)策略對(duì)運(yùn)動(dòng)服裝品牌形象的產(chǎn)品維度、企業(yè)維度、人性化維度均有顯著正向影響;(3)其中,俱樂部活動(dòng)策略相比產(chǎn)品互動(dòng)策略對(duì)運(yùn)動(dòng)服裝品牌形象的影響更大。
[Abstract]:With the development of social economy, the experience economy has been developing and has become the main economic form. The consumer's consumption purpose and pursuit have gone beyond the simple material demand, but the experience and satisfaction of the spiritual demand. At the same time, In the more and more serious market environment of the homogenization of clothing products, the brand image of clothing has become the core competitiveness and the key to success of enterprises. Therefore, how to make consumers establish good brand image and consumption tendency to enterprises through experience marketing strategy, Based on the methods of literature review, case analysis, questionnaire investigation and experiment, this paper quantifies the evaluation index of the image of sportswear brand, and analyzes the correlation of the sample. Factor analysis and independent sample T test are used to analyze the impact of product interactive design and club activities on the image of sportswear brand. The main conclusions are as follows: (1) the product dimension of product interaction strategy of experience marketing to the image of sportswear brand, the dimension of enterprise, The humanistic dimension has significant positive influence on sports clothing brand image, enterprise dimension and humanization dimension have significant positive influence on sports clothing brand image, among them, the club activity strategy of experience marketing has significant positive influence on sports clothing brand image. Club activity strategy has more influence on sports clothing brand image than product interaction strategy.
【學(xué)位授予單位】：北京服裝學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F416.86

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本文編號(hào)：1640598