本文關(guān)鍵詞：中國(guó)體育用品品牌網(wǎng)絡(luò)社區(qū)研究　出處：《湖南大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 體育用品品牌 網(wǎng)絡(luò)社區(qū) 價(jià)值作用

【摘要】：隨著網(wǎng)絡(luò)技術(shù)的發(fā)展，以品牌為主題的網(wǎng)絡(luò)社區(qū)的價(jià)值日益凸顯，品牌網(wǎng)絡(luò)社區(qū)已成為企業(yè)進(jìn)行品牌關(guān)系管理和整合營(yíng)銷傳播的重要手段。面對(duì)激烈的市場(chǎng)競(jìng)爭(zhēng)，體育用品企業(yè)也紛紛建立網(wǎng)絡(luò)社區(qū)并凝聚了一批體育運(yùn)動(dòng)愛(ài)好者和品牌的追隨者。品牌網(wǎng)絡(luò)社區(qū)作為體育用品品牌向消費(fèi)者傳遞信息的重要平臺(tái)，不僅可以更好地塑造品牌形象，還可以進(jìn)行關(guān)系營(yíng)銷，培育廣大消費(fèi)者的品牌忠誠(chéng)度,可以說(shuō)體育用品品牌網(wǎng)絡(luò)社區(qū)建設(shè)是一條行之有效的品牌建設(shè)之路。 本文以品牌資產(chǎn)理論、整合營(yíng)銷傳播理論為基礎(chǔ)，采用文獻(xiàn)研究法、個(gè)案分析法、文本分析法等多種研究方法對(duì)我國(guó)體育用品品牌多個(gè)平臺(tái)下網(wǎng)絡(luò)社區(qū)的發(fā)展現(xiàn)狀進(jìn)行了探析，在研究過(guò)程中歸納出我國(guó)體育用品品牌網(wǎng)絡(luò)社區(qū)的內(nèi)容構(gòu)成主要為信息交流與分享、社區(qū)活動(dòng)與激勵(lì)、品牌宣傳與推廣、娛樂(lè)互動(dòng)與交流四個(gè)方面。而體育用品品牌網(wǎng)絡(luò)社區(qū)的建設(shè)受到品牌自身特性、品牌網(wǎng)絡(luò)社區(qū)特性、品牌的傳播環(huán)境、生存環(huán)境以及消費(fèi)者等多種因素的影響，這些因素決定了體育用品品牌網(wǎng)絡(luò)社區(qū)的風(fēng)格定位以及內(nèi)容構(gòu)成，企業(yè)只有把這些因素考慮在內(nèi)才能通過(guò)熱點(diǎn)話題設(shè)置、個(gè)性化活動(dòng)定制、多層次用戶互動(dòng)、線上線下宣傳配合等一系列作用機(jī)理使品牌網(wǎng)絡(luò)社區(qū)發(fā)揮應(yīng)有的價(jià)值作用。李寧品牌作為著名的民族品牌，在網(wǎng)絡(luò)社區(qū)建設(shè)和運(yùn)作方面積累了豐富的經(jīng)驗(yàn)，它使消費(fèi)者對(duì)于李寧品牌的知名度、認(rèn)知度、聯(lián)想度、忠誠(chéng)度都提升到了一個(gè)嶄新的水平，所以對(duì)李寧互動(dòng)社區(qū)進(jìn)行個(gè)案研究具有代表性的意義。 本研究結(jié)合我國(guó)體育用品品牌網(wǎng)絡(luò)社區(qū)的具體實(shí)際，以大量案例深入淺出地闡述了品牌網(wǎng)絡(luò)社區(qū)的價(jià)值作用機(jī)制及其影響因素，并從受眾、內(nèi)容、渠道三個(gè)方面提出了社區(qū)建設(shè)的具體對(duì)策，為我國(guó)體育用品企業(yè)進(jìn)行網(wǎng)絡(luò)社區(qū)營(yíng)銷、關(guān)系營(yíng)銷、維系品牌與消費(fèi)者之間的良好關(guān)系提供了理論支持，同時(shí)對(duì)于我國(guó)體育用品企業(yè)加強(qiáng)品牌管理，擴(kuò)大品牌知名度、提升美譽(yù)度也具有一定的參考價(jià)值。
[Abstract]:With the development of network technology, with the brand as the theme of the network community brand value has become increasingly prominent, the network community has become an important means of brand management and integrated marketing communication enterprises. Facing the fierce market competition, sports goods enterprises have also established network community and has a large number of sports enthusiasts and brand followers. Brand network community as an important platform for sports brand to convey information to consumers, not only can build brand image better, can also carry out relationship marketing, cultivate consumers' brand loyalty, can be said that the sports brand network community construction is an effective way of brand building.
Based on the theory of brand assets, integrated marketing communication theory, using the method of literature research, case analysis, analyzes the current situation of the development of a variety of research methods of text analysis method on the network community in our country sports brand multi platform, in the course of the study, summed up the domestic sports brand online community content mainly for information exchange and sharing, community activities and incentives, brand publicity and promotion, the four aspects of interactive entertainment and communication. And the construction of sports brand community by the brand characteristics, community characteristics of brand network, brand communication environment, many factors influence the living environment and consumers, these factors determine the style sports brand positioning network community and content, enterprises must take these factors into account to the hot topic set, individual activities System, multi-level user interaction, make the brand community play value function of online and offline publicity with a series of mechanisms. The Lining brand as a famous national brand, in the network of community construction and operation has accumulated rich experience, which makes consumers for Lining brand visibility, awareness, association, loyalty we were upgraded to a new level, so the case study is representative of the significance of Lining interactive community.
Based on the practice of our country's sports brand of network community, with a large number of cases described the mechanism and influence factors of the value of brand community, and from the audience, content, and puts forward some concrete countermeasures of community construction in three aspects of channels, as China's sporting goods enterprise network community marketing, relationship marketing. To provide theoretical support to maintain a good relationship between the brand and consumers, at the same time to strengthen the brand management of Chinese sports goods enterprises, expand brand awareness, enhance reputation also has a certain reference value.

【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：G80-05

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 施娟;李曉佳;;整體產(chǎn)品質(zhì)量對(duì)品牌-顧客關(guān)系質(zhì)量的影響[J];商業(yè)研究;2010年10期

2 王戰(zhàn);蔣浩;;關(guān)于品牌社區(qū)價(jià)值及其經(jīng)營(yíng)策略的研究綜述[J];東南傳播;2011年01期

3 石曉萍;;探析國(guó)外知名體育品牌在華實(shí)施本土化的應(yīng)對(duì)策略[J];福建體育科技;2008年05期

4 赫金鳴;;體育品牌開(kāi)發(fā)現(xiàn)狀及發(fā)展對(duì)策研究[J];福建體育科技;2011年01期

5 王戰(zhàn);彭子玄;;虛擬品牌社區(qū)顧客保留因素初探[J];廣告大觀(理論版);2008年06期

6 周志民;基于品牌社群的消費(fèi)價(jià)值研究[J];中國(guó)工業(yè)經(jīng)濟(jì);2005年02期

7 范曉屏;;非交易類虛擬社區(qū)成員參與動(dòng)機(jī):實(shí)證研究與管理啟示[J];管理工程學(xué)報(bào);2009年01期

8 萬(wàn)艷敏;馮程成;李婧蓮;;網(wǎng)上運(yùn)動(dòng)服裝品牌社區(qū)對(duì)品牌的價(jià)值作用[J];東華大學(xué)學(xué)報(bào)(自然科學(xué)版);2013年02期

9 呂榮勝;拓曉瑞;;品牌接觸點(diǎn)戰(zhàn)略管理研究[J];河北科技大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2008年03期

10 曹亞?wèn)|;孫榮榮;;我國(guó)體育用品品牌化策略分析[J];華章;2009年03期

，

本文編號(hào)：1356908