多维关系互动下我国体育用品品牌资产驱动模型的构建——基于李宁品牌的案例研究

The driving model of sport goods brand equity in multidimensional relationship interaction perspective: A case study of Li-Ning Brand

新时期我国体育企业建设强势体育品牌资产需要新的理论指导,关系互动理论认为企业与利益相关者的多维关系互动对企业品牌资产构建有重要影响。基于李宁品牌的案例分析,提出影响我国体育用品品牌资产的主要利益相关者包括顾客、经销商、竞争者和政府等,构建了关系互动视角下我国体育用品品牌资产驱动模型。研究结论为我国体育用品企业培育和发展品牌资产提供了有价值的管理建议。

In new eras,new academic guidance is needed to build strong sports brand equity in China. Based on the relationship interaction perspective,the brand equity is seriously affected by the relationship interactions between enterprises and its stakeholders. Based on case study of brand of LiNing,this study identifies the relationship factors that affect sports brand equity including the customers,distributions,competitors and government etc,and constructs the driving model of sports goods brand equity by multidimensional relationship. The study provides valuable managerial suggestions on developing sports brand equity for Chinese sports goods enterprises.