中韩大学生运动品牌购买行为比较分析

Comparison of Sport Brand Buying Behavior between Chinese and Korean College Students

为探究中韩不同类型的大学生消费者要求的不同产品组合方案;通过对两国大学生消费行为的比较研究,期望能够使运动品牌生产企业进一步加深对中韩市场的了解,并据此针对不同的消费者制定更加科学合理的营销策略。研究结果发现,韩国大学生从消费类型上大多数属于计划严谨型与保守传统型。喜欢事先制定购买计划,注重款式、价格与购物环境;具有节俭的习惯,注重价格,倾向于购买中低档商品;而中国大学生则多数属于享受购买型与流行时尚型。执着于享受开心购物过程,注重价格、商店与促销;着力追求最新时尚,注重品牌和流行元素。建议相关企业依据这些特点制定合理的营销策略。

This article will apply varied methods such as the literature research, questionnaire investigation and mathematical statistics to compare and analyze the purchase behavior for sports brand of students in China and South Korea. It aims to explore different product mix plans for different types of requirements from student consumers in China and South Korea. Through the comparative study of consumption behavior, with the hope of promoting sports production enterprise to better understand the markets in two countries, this article will develop more scientific and rational marketing strategies to suit for different consumers.The results showed that the consumption type of students in South Korean is rigorous and conservative. They prefer to make purchase plan in advance as well as paying attention to style, price and shopping environment with the habit of thrift. Therefore, they tend to buy cheap goods. While most Chinese college students are enjoying themselves during the buying process,they prefer to buy fashion. They pay attention to price, shops and promotion. In addition, they focus on the pursuit of the latest fashion particularly for brand and popular elements.This article proposes for enterprises to make rational marketing strategies on the basis of these characteristics.