寧波市健身企業(yè)品牌建設(shè)研究
發(fā)布時間：2018-10-26 10:09
【摘要】：隨著全民健身的興起,人們對健身產(chǎn)品的需求量不斷增長,隨之而來的是各種健身企業(yè)的出現(xiàn),健身市場呈現(xiàn)出一片繁榮的景象。另外,消費者品牌意識的不斷增強,使得健身企業(yè)所帶來的品牌效應(yīng)被人們所關(guān)注。伴隨著人們對品牌的關(guān)注度漸漸提升,使得人們開始追求品牌,進(jìn)而推動了健身企業(yè)的發(fā)展。然而,健身企業(yè)迅速發(fā)展的同時也顯現(xiàn)出一些問題,如非法注冊品牌商標(biāo),抄襲品牌理念,以及缺少具有競爭優(yōu)勢的企業(yè)品牌等等。所以,建立具有競爭優(yōu)勢的品牌,并把健身企業(yè)品牌建設(shè)成為同行業(yè)中的名牌,成為我國健身企業(yè)需要共同面對的問題。本文以寧波市老三區(qū):海曙區(qū)、江東區(qū)、江北區(qū),12家健身企業(yè)品牌為研究對象,采用文獻(xiàn)資料法、問卷調(diào)查法、數(shù)理統(tǒng)計法、SWOT分析法等研究方法。研究結(jié)果表明:寧波市健身企業(yè)具有品牌設(shè)計意識,但在品牌輔助要素的設(shè)計方面,涉及范圍還不夠全面;市場占有率不高;健身企業(yè)雖擁有一定知名度,但影響力不夠,以致于品牌效應(yīng)不明顯;各健身企業(yè)產(chǎn)品之間差異化小,缺少屬于企業(yè)自己的品牌特色;健身企業(yè)品牌傳播方式較為傳統(tǒng),缺乏新型的品牌傳播方式。結(jié)論:(1)寧波市健身企業(yè)在品牌知名度、品牌設(shè)計和品牌傳播的重視程度方面具有一定優(yōu)勢,但在品牌效應(yīng)方面需進(jìn)一步改進(jìn)。(2)根據(jù)寧波市健身企業(yè)品牌特征,運用品牌成長模型,在遵循健身企業(yè)品牌建設(shè)原則和市場需求以及企業(yè)優(yōu)勢的背景下,從品牌定位、品牌設(shè)計、品牌傳播3方面,構(gòu)建寧波市健身企業(yè)品牌建設(shè)過程。(3)建議寧波市健身企業(yè)品牌在今后發(fā)展過程中,應(yīng)把握對品牌資產(chǎn)的管理以及對品牌戰(zhàn)略的實施,分別從培養(yǎng)品牌忠誠度、提高品牌知名度、強化品牌認(rèn)知度方面來規(guī)范健身企業(yè)品牌資產(chǎn),從品牌政策環(huán)境、質(zhì)量管理、文化創(chuàng)新、網(wǎng)絡(luò)化方面制定品牌發(fā)展戰(zhàn)略。
[Abstract]:With the rise of national fitness, people's demand for fitness products is growing, followed by the emergence of a variety of fitness enterprises, fitness market presents a prosperous scene. In addition, with the increasing of consumer brand consciousness, people pay more attention to the brand effect brought by fitness enterprises. With the increasing attention to the brand, people began to pursue the brand, and then promoted the development of fitness enterprises. However, the rapid development of fitness enterprises also shows some problems, such as the illegal registration of brand trademarks, plagiarism, and lack of competitive advantages of corporate brands and so on. Therefore, establishing the brand with competitive advantage and building the brand of fitness enterprise into the famous brand in the same trade has become the problem that our country's fitness enterprises need to face together. In this paper, the old three districts of Ningbo: Haishu District, Jiangdong District, Jiangbei District, 12 brands of fitness enterprises as the research object, using the method of literature, questionnaire, mathematical statistics, SWOT analysis and other research methods. The results show that Ningbo fitness enterprises have brand design consciousness, but in the design of brand auxiliary elements, the scope is not comprehensive enough, the market share is not high; Although the fitness enterprise has certain popularity, but the influence is not enough, the brand effect is not obvious, the difference between the products of each fitness enterprise is small, the brand characteristic that belongs to the enterprise lacks; Fitness enterprise brand communication mode is more traditional, lack of new brand communication mode. Conclusion: (1) Ningbo fitness enterprises have some advantages in brand awareness, brand design and brand communication, but need further improvement in brand effect. (2) according to the brand characteristics of Ningbo fitness enterprises. Using brand growth model, under the background of following the principles of brand construction, market demand and enterprise advantages of fitness enterprises, from three aspects of brand positioning, brand design, brand communication, Building brand construction process of Ningbo fitness enterprise. (3) it is suggested that Ningbo fitness enterprise brand should grasp the management of brand equity and the implementation of brand strategy in the process of future development, respectively from the cultivation of brand loyalty. To improve brand awareness, strengthen brand awareness to standardize the brand assets of fitness enterprises, from the brand policy environment, quality management, cultural innovation, networking to formulate brand development strategy.
【學(xué)位授予單位】：寧波大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：G812.7
本文編號：2295374
[Abstract]:With the rise of national fitness, people's demand for fitness products is growing, followed by the emergence of a variety of fitness enterprises, fitness market presents a prosperous scene. In addition, with the increasing of consumer brand consciousness, people pay more attention to the brand effect brought by fitness enterprises. With the increasing attention to the brand, people began to pursue the brand, and then promoted the development of fitness enterprises. However, the rapid development of fitness enterprises also shows some problems, such as the illegal registration of brand trademarks, plagiarism, and lack of competitive advantages of corporate brands and so on. Therefore, establishing the brand with competitive advantage and building the brand of fitness enterprise into the famous brand in the same trade has become the problem that our country's fitness enterprises need to face together. In this paper, the old three districts of Ningbo: Haishu District, Jiangdong District, Jiangbei District, 12 brands of fitness enterprises as the research object, using the method of literature, questionnaire, mathematical statistics, SWOT analysis and other research methods. The results show that Ningbo fitness enterprises have brand design consciousness, but in the design of brand auxiliary elements, the scope is not comprehensive enough, the market share is not high; Although the fitness enterprise has certain popularity, but the influence is not enough, the brand effect is not obvious, the difference between the products of each fitness enterprise is small, the brand characteristic that belongs to the enterprise lacks; Fitness enterprise brand communication mode is more traditional, lack of new brand communication mode. Conclusion: (1) Ningbo fitness enterprises have some advantages in brand awareness, brand design and brand communication, but need further improvement in brand effect. (2) according to the brand characteristics of Ningbo fitness enterprises. Using brand growth model, under the background of following the principles of brand construction, market demand and enterprise advantages of fitness enterprises, from three aspects of brand positioning, brand design, brand communication, Building brand construction process of Ningbo fitness enterprise. (3) it is suggested that Ningbo fitness enterprise brand should grasp the management of brand equity and the implementation of brand strategy in the process of future development, respectively from the cultivation of brand loyalty. To improve brand awareness, strengthen brand awareness to standardize the brand assets of fitness enterprises, from the brand policy environment, quality management, cultural innovation, networking to formulate brand development strategy.
【學(xué)位授予單位】：寧波大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：G812.7
【參考文獻(xiàn)】
相關(guān)期刊論文 前2條
1 劉高福;聶磊;;健身俱樂部品牌形象對顧客忠誠影響的實證研究[J];北京體育大學(xué)學(xué)報;2011年10期
2 顧金蘭;;品牌意識與品牌建設(shè)[J];大慶師范學(xué)院學(xué)報;2007年06期
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