体育用品品牌、来源国和名人代言效应分析

Consumers ' preference on sports goods based on brand,origin and endorsement effect

为提高体育用品"中国制造"的竞争优势,以体育用品中的运动鞋为例,运用问卷调查法和联合分析法,研究了品牌、来源国、名人代言和价格四个属性对消费者偏好的影响。研究表明:品牌是决定消费者偏好的首要因素,其重要性已超过价格,来源国和名人代言对消费者偏好的影响较小;消费者更偏好品牌来源国和制造国均为发达国家的产品;"喜欢的明星"代言产品才能增加消费者的效用。因此,体育用品生产企业需要正确识别消费者对体育用品不同属性的偏好,以推进体育用品品牌供给侧改革。

In order to enhance competitive advantages of ＂Made in China＂ in sports goods industry, this paper took sports shoes as an example and studied consumers＇ preference on brand, origin, endorsement and price by using the methods of questionnaires and conjoint analysis. The results show that brand is the most important attribute in determining consumers＇ preference, and its importance has exceeded price. In contrast, origin and endorsement are much less important. Consumers prefer product that the country of brand and country of manufacture are both developed countries. Only when the favorite celebrity endorses the product, the consumers＇ utility will increase. Enterprises should identify consumers＇ preferences on different attributes accurately and arrange the brand development strategy properly.