体育用品品牌形象分析与评价的模型建构和实证研究
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摘要
文章以体育用品品牌形象为研究对象,运用文献资料、专家访谈、案例分析、归纳与演绎等研究方法,探索体育用品品牌形象分析与评价的理论模型,并以国内外代表性体育用品品牌形象为案例进行检验。研究结果表明:(1)品牌塑造的本质是在消费者品牌网络中创建一个优异的品牌形象。(2)品牌形象主要由品牌文化、品牌产品、品牌传播和品牌评价四个支架构成,四个支架依次由创始人、名称、标志、理念、新材料、新科技、新设计、广告、赞助、公关、顾客、市场十二个支点构成。(3)模型应用显示,国内代表性体育用品品牌(李宁、安踏)与国际著名体育用品品牌(耐克、阿迪达斯)相比,品牌形象具有显著的差异性,体现在支架短板与支点薄弱两个层面。本文在提出品牌形象分析与评价的理论模型基础上,以李宁、安踏与耐克、阿迪达斯的实践案例为验证,揭示体育用品品牌形象形成差异的具体成因,以期为我国体育用品品牌形象提升提供理论和实践应用参考。
This article takes the brand image of sports goods as the research subject to explore through the methods of literature, expert interviews, case analysis, induction and deduction the theoretical model of brand image analysis and evaluation and its application to the brand images of typical sports goods. The results show that:(1) the essence of branding is to create an excellent brand image in the consumer-centered brand network.(2) brand image consists of brand culture, brand product, brand communication and brand evaluation, and they further consist of 12 elements, i.e(founder, name, logo, concept),(new materials, new technologies,new designs),(advertising, sponsorship, public relations), and(customers, markets).(3)There are significant differences between domestic sports goods and international sports goods in brand image, which are reflected in two aspects: inadequate brand supports and weak supporting point. Based on the theoretical model of brand image analysis and evaluation, this paper compares the brand images of Lining and Anta and those of Nike and Adidas, trying to explore the reason behind the differences in brand image formation,.it is hoped that this current study can provide a theoretical reference for the promotion of China's sports goods brand image.
This article takes the brand image of sports goods as the research subject to explore through the methods of literature, expert interviews, case analysis, induction and deduction the theoretical model of brand image analysis and evaluation and its application to the brand images of typical sports goods. The results show that:(1) the essence of branding is to create an excellent brand image in the consumer-centered brand network.(2) brand image consists of brand culture, brand product, brand communication and brand evaluation, and they further consist of 12 elements, i.e(founder, name, logo, concept),(new materials, new technologies,new designs),(advertising, sponsorship, public relations), and(customers, markets).(3)There are significant differences between domestic sports goods and international sports goods in brand image, which are reflected in two aspects: inadequate brand supports and weak supporting point. Based on the theoretical model of brand image analysis and evaluation, this paper compares the brand images of Lining and Anta and those of Nike and Adidas, trying to explore the reason behind the differences in brand image formation,.it is hoped that this current study can provide a theoretical reference for the promotion of China's sports goods brand image.
引文
[1] 尼尔玛利亚·库马尔,扬-本尼迪克特·斯廷坎普.品牌突围[M].扈喜林,译.北京:中国财富出版社,2013:4.
[2] 唐·舒尔茨.整合营销传播—创造企业价值的五大关键步骤[M].北京:中国财政经济出版社,2010:69.
[3] 唐·舒尔茨.重塑消费者—品牌关系[M].北京:机械工业出版社,2015:24.
[4] 道格拉斯·赫尔特,道格拉斯·卡梅隆,文化战略-以创新的意识形态构建独特的文化品牌[M].王凯,译.北京:商务印书馆出版,2013:176-177.
[5] 江亮.文化创新视域下国内外体育用品品牌打造对比研究—以耐克与李宁为例[J].河北体育学院学报,2015,29(6):5-9.
[6] 江亮.国内外体育用品品牌广告设计能力及其市场效应的比较研究[J].中国体育科技,2016,52(2):37-43.
[7] 王乔君、童莹娟.浙、闽体育用品企业民族品牌建设研究[J].体育科学,2010,30(4):26-33.
[2] 唐·舒尔茨.整合营销传播—创造企业价值的五大关键步骤[M].北京:中国财政经济出版社,2010:69.
[3] 唐·舒尔茨.重塑消费者—品牌关系[M].北京:机械工业出版社,2015:24.
[4] 道格拉斯·赫尔特,道格拉斯·卡梅隆,文化战略-以创新的意识形态构建独特的文化品牌[M].王凯,译.北京:商务印书馆出版,2013:176-177.
[5] 江亮.文化创新视域下国内外体育用品品牌打造对比研究—以耐克与李宁为例[J].河北体育学院学报,2015,29(6):5-9.
[6] 江亮.国内外体育用品品牌广告设计能力及其市场效应的比较研究[J].中国体育科技,2016,52(2):37-43.
[7] 王乔君、童莹娟.浙、闽体育用品企业民族品牌建设研究[J].体育科学,2010,30(4):26-33.