地区大学生对体育品牌忠诚度的调查研究
内容摘要：随着人们生活水平的不断提高，生活方式也随之发生着转变，越来越多的人参与到体育运动中来。在此情况下，各类体育产品也受到了人们的广泛亲睐，尤其是大学生，他们作为体育用品的主要消费群体之一，对体育品牌有着特殊的偏好。同时，随着各大体育相关产品企业竞争越来越激烈，各企业主要品牌的市场占有率、大众影响力的竞争势必成为影响企业发展的核心因素。因此，对于体育品牌忠诚度的研究已变得十分必要了。本文针对于武汉市大学生，选取了武汉大学、华中师范大学、华中科技大学、江汉大学和长江职业技术学院五所高校的学生进行抽样调查，运用方差分析和回归分析对调查数据进行分析，从而了解武汉市大学生对体育品牌忠诚度的现状，并分析导致这种忠诚度现状的影响因素。
本文分为四个部分。第一部分介绍研究背景、研究现状、研究目的和意义及相关概念，第二部分是研究设计，主要包括研究对象、研究方法和研究假设，第三部分是结果与分析，包括被试的基本情况、体育服装品牌忠诚度现状及影响因素进行分析，第四部分是结论与建议，总结研究结论、表明研究的局限性以及从产品质量、价格、销售渠道、品牌个性化、品牌形象这几个方面为体育企业提供提高品牌忠诚度的几点建议。
最后研究结果表明，大学生月基本生活费等基本情况、购买体育服装品牌的态度以及企业营销层面因素对体育品牌忠诚度有显著影响。
关键词：品牌忠诚度 体育品牌 影响因素
Abstract: With the continuous improvement of living standards, lifestyles also will be undergoing changes and more and more people are participating in sports. In this case, all kinds of sports products have also been widespread pro-gaze.Especially college students, they are one of the major consumer groups of sports supplies and has a special preference on the sports grand. Meanwhile, along with each big sports related product enterprise competition is getting more and more intense, the enterprises market share of major brands, the public competition for influence will become a core element of business development. Therefore, it has become very necessary for sports brand loyalty research. This paper focuses on college students in Wuhan, selecting the students of Wuhan University, Huazhong Normal University, Huazhong University of Science and Technology, Jianghan University and Changjiang Vocational College as sample survey, using analysis of variance and regression analysis of survey data analysis to understand the Wuhan City status of college loyalty, and factors that led to loyalty of the status quo．
This article is divided into four parts. The first part introduces the research background, status, purpose ,meaning and related concepts. The second part of the study is design, including study, research methods and assumptions.The third part is the results and analysis, including the basic situation of the subjects, sports apparel brand loyalty and influencing factors were analyzed.The fourth part is the conclusions and recommendations, summarized conclusions, suggesting that the limitations as well as product quality, price, distribution channels, brand personality, brand image, as these areas sports provide some suggestions to improve brand loyalty.
Finally, results show that There are 3 important factors that have significant influence on brand loyalty of consumers: the basic living expenses of college students,the attitude of buying sports clothing brand and sports marketing level factors .
Key words：brand loyalty sports brand influence factor
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