| 体育营销中品牌社群的消费价值研究 |
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| 引用本文： | 何远梅,刘学谦.体育营销中品牌社群的消费价值研究[J].广州体育学院学报,2006,26(6):28-30,34. |
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| 作者姓名： | 何远梅 刘学谦 |
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| 作者单位： | 广州大学体育学院,广东,广州,510006 |
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| 摘 要： | 体育营销堪称21世纪最有效的市场推广工具之一,而品牌社群的消费是体育营销的时代要求,成为企业现代化和成熟程度的重要标志。采用实证研究与规范研究相结合,定性研究与定量研究相结合,得出体育品牌社群的四大消费价值有益于为企业建立稳固的顾客群。
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| 关 键 词： | 体育营销 品牌社群 消费价值因子分析 |
| 文章编号： | 1007-323X（2006）06-0028-03 |
| 收稿时间： | 05 28 2006 12:00AM |
| 修稿时间： | 2006-05-28 |
A Study on Consumption Value of Brand Community in Sports Marketing |
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| HE Yuan-mei,LIU Xue-qian.A Study on Consumption Value of Brand Community in Sports Marketing[J].Journal of Guangzhou Physical Education Institute,2006,26(6):28-30,34. |
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| Authors: | HE Yuan-mei LIU Xue-qian |
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| Institution: | Guangzhou Institute of Physical Education, Guangzhou 510006, china |
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| Abstract: | Sports marketing is regarded as one of the most useful marketing tools in 21st century.And the consumption of brand community is epoch demand in sports marketing,which becomes the vital symbol to modernization and mature of enterprise.This paper combines demonstration with criterion,and quantitative evaluation with qualitative analysis,to get the results that the four consumption value of sports brand community is beneficial to establish steady consumer for enterprise. |
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| Keywords: | sports marketing brand community consumer value |
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