| 中国男子篮球甲A联赛品牌形象调查及其影响因素研究 |
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| 引用本文： | 祝振军,宋君毅.中国男子篮球甲A联赛品牌形象调查及其影响因素研究[J].成都体育学院学报,2003,29(4):51-53,57. |
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| 作者姓名： | 祝振军 宋君毅 |
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| 作者单位： | 1. 广州大学体育学院公共体育部,广东,广州,510405
2. 中山大学公共体育部,广东,广州,510089 |
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| 摘 要： | 运用文献资料法、调查法、数理统计法、逻辑分析法等方法对中国男子篮球甲A联赛的品牌形象进行了市场调查。对影响联赛品牌形象的因素进行了分析，发现联赛已具备一定的知名度，但其美誉度和品牌忠诚度不够理想；真备一定的品牌个性，但并不鲜明、突出。质量因素、品牌战略、消费因素、人才因素、科技因素、管理因素等是制约中国男子篮球甲A联赛品牌形象提升的主要因素。
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| 关 键 词： | 篮球甲A联赛 品牌形象 影响因素 |
| 文章编号： | 1001-9154(2003)04-0051-03 |
The Investigation on the Brand Image of League A of CBA and Study on its Affecting factors |
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| Zhu Zhenjun,et al.The Investigation on the Brand Image of League A of CBA and Study on its Affecting factors[J].Journal of Chengdu Physical Education Institute,2003,29(4):51-53,57. |
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| Authors: | Zhu Zhenjun |
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| Institution: | P.E.Department P.E. College Guangzhou University Guangzhou Guangdong 510405 |
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| Abstract: | By using the method of documentary, investigation, SPSS, logical analysis etc., the research investigated the brand image of CBA,they are as follows: CBA had certain brand awareness, but fame and brand loyalty is in a relatively low developing level. The brand individuality is not conspicuous. Then, the author found out 6 factors that affect the Brand-shaping of CBA through factor analysis. They are quality factor, brand strategy factor, management factor, consumption factor, talents factor and science and technology factor. |
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| Keywords: | League A of CBA brand image affecting factors |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ |
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