体育健身驱动下的体育用品消费:我国大型城市马拉松参赛选手跑鞋品牌市场细分的实证研究

Sports Goods Consumption Driven by Sport Participation——An Empirical Study on Running Shoe Brand Segmentation of Runners at a Large City Marathon in China

跑鞋是大众跑步健身的必要消费,通过对2014年北京马拉松参赛选手拥有跑鞋品牌的聚类分析,得出5个跑鞋品牌细分市场的使用群体,分别为:本土主流运动品牌群体(DM)、本土利基跑步品牌群体(DN)、外国主流运动品牌群体(FM)、外国利基跑步品牌群体(FN)、多元外国利基品牌群体(DFN)。统计分析与典型用户画像显示,各个群体的跑步参与度、跑者身份认同、社会阶层、性别、年龄、居住地呈现较为鲜明的特征与规律。2014、2015年北京马拉松参赛选手跑鞋品牌市场份额的对比分析显示,我国核心跑者日益青睐专注于运动功能、高品质的利基跑步品牌。研究结果从实证层面检验了大众健身与体育用品消费的内在联系,发现了跑鞋品牌决策中休闲身份认同与品牌来源国效应的共同作用。在我国体育用品市场消费升级过程中,为政府与协会营造跑步氛围、运动品牌致力于产品的专业功能定位升级与沟通,目标市场的选择等提供实践启示。

Participation in running inevitably entails the purchase of running shoes. Using cluster analysis, this paper segmented runners at the 2014 Beijing Marathon based on the running shoe brands they owned. Five market segments were obtained： domestic mainstream sportswear brand seg- ment （DM）, domestic niche running brand segment （DN）, foreign mainstream sportswear brand seg- ment （FM）, foreign niche running brand segment （FN）, and diversified foreign niche running brand segment （DFN）. Statistical analysis and persona description illustrated the distinctive characteristics and patterns of each segments in terms of running behaviour, runner identity, SES, gender, age and residence. Comparison of nmning shoe brand market share among runners of the 2014 and 2015 Bei- jing Marathons showed that the core runners in China increasingly favour niche running brands that focus on athletics functions and high quality. These results empirically demonstrated the internal con- nection between sport participation and sportswear consumption, and revealed the joint function of sport participants＇ leisure identity and the sportswear brand＇ s effect on Chinese runners＇ running shoe brand choice. The entailed practical implications are.. in the process of sporting goods consump- tion upgrade, local governments and sport associations shall nurture an encouraging running environ- ment; sportswear brands shall endeavour to improve athletic features of their products and align their positioning and communication strategies. Suggestions on target market selection for running brands were also provided.