福建省体育院系学生运动鞋消费研究

The Consumer Research of Sports Schools in Fujian Province

采用文献资料法,问卷调查法、数理统计法和逻辑分析法等,对福建省10所体育院系640名学生运动鞋消费与满意度情况进行调查。研究表明:福建省体育院系学生购买不同运动鞋品牌主要受知名度和价格的影响;通过互联网获得运动鞋信息和通过运动用品专卖店购买运动鞋的人数最多。购买运动鞋考虑因素依次为舒适因素、耐穿因素和价格因素等等。提升运动鞋科技化和时尚感、充分把握市场需求和消费者心态、针对性和差异性营销等是体育运动鞋品牌供给侧改革的主要策略。

This paper use the literature material method, questionnaire survey method, mathematical statistics and logic analysis method to investigate consumer and satisfaction among 10 sports college 640 students sports shoes in Fujian province. Research shows that the sports colleges in Fujian province, different brands mainly affected by visibility and price have different consumer groups, people obtain sneakers information mostly from the Internet. Most of people buy sneakers from a speciality store. Factors that consumers consider to buy sneakers are listed as comfort, durability, and price factors. The Improvement of Technology and Fashion Sports Shoes, in the sense of Consumer Demand in the market, The mentality and the difference marketing strategy are main tactics for supply - side reform of Sports Shoes brands.