摘要
近年来,中国体育用品企业集体度过品牌危机,而品牌价值理论能够更加客观、公正地认识企业品牌战略实施状况,但通过文献检索发现,目前我国有关体育用品品牌价值的理论缺乏。运用文献资料法、问卷调查法和专家访谈法,借鉴国外IDXY品牌价值理论模型,并结合我国体育用品品牌发展的实际情况,针对中国体育用品品牌价值体系进行了指标假设,运用数理统计方法进行验证,结果显示:基础、认知、信用、忠诚、文化和社会价值是构建中国体育用品品牌价值体系的六个维度。
In recent years, Chinese sporting goods enterprises have went through the brand crisis collectively. And brand value theory enables us to realize the status of enterprises brand strategy implementation more objectively and justly. But through document retrieval we found that there was still a blank place in theory relevant sporting goods brand value in China. With the research methods of literature, questionnaire investigation and interview with expert, this article will make index assumption which refers to theoretical model of brand value from abroad and combined with the actual situation of our sporting goods brand development, aiming at Chinese sporting goods brand value system, and verifying it by mathematical statistics method. The re-sult shows that fundamental value, perceived value, credit worthiness, loyalty value, cultural value and social value are the six aspects of Chinese sporting goods brand value system construction.
作者
吴延年
WU Yan - nian(School of Sports,JiNan University, Guangzhou 510632 , China)
出处
《广州体育学院学报》
北大核心
2017年第4期40-44,共5页
Journal of Guangzhou Sport University
关键词
体育用品
品牌价值
体系
构建
sporting goods
brand value
system
construction
