本文選題：體驗營銷　切入點：運動服裝　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】：隨著社會經(jīng)濟的發(fā)展,體驗經(jīng)濟已經(jīng)不斷發(fā)展并成為主要的經(jīng)濟形式,消費者的消費目的與追求已超出簡單的物質(zhì)需求,而是精神需求的體驗與滿足。同時,在服裝產(chǎn)品同質(zhì)化越加嚴重的市場環(huán)境下,服裝的品牌形象成為企業(yè)的核心競爭力和制勝關(guān)鍵。因此,如何通過體驗營銷策略讓消費者對企業(yè)建立良好的品牌形象與消費傾向,值得引起企業(yè)的重視。本文基于運動服裝品牌,通過文獻查閱、案例分析、問卷調(diào)查和實驗等方法,量化了運動服裝品牌形象的測評指標,并通過對樣本的相關(guān)性分析、因子分析以及獨立樣本T檢驗等數(shù)據(jù)分析,探討產(chǎn)品互動設(shè)計和俱樂部活動這兩種營銷策略對運動服裝品牌形象的影響,得到的結(jié)論主要有:(1)體驗營銷的產(chǎn)品互動策略對運動服裝品牌形象的產(chǎn)品維度、企業(yè)維度、人性化維度均有顯著正向影響;(2)體驗營銷的俱樂部活動策略對運動服裝品牌形象的產(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,俱樂部活動策略相比產(chǎn)品互動策略對運動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)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F416.86

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