基于BP神经网络的体育用品品牌生态位势评价

基于国内消费者认知视角,探寻体育用品品牌生态位结构,评价各维度优势和劣势,有助于品牌管理者发现品牌发展战略关键问题,为品牌建设提供理论支撑。本文以品牌生态理论为基础,运用文献研究法、德尔菲法,构建了体育用品品牌生态位评价因子体系并测算出各因子权重,建立了BP神经网络模型。在此基础上,选取NIKE、Adidas、李宁、安踏、361°、特步6大品牌作为案例进行研究,发现国产品牌与国外品牌在"代言人认同""体育文化""服务体验""个性匹配""体育联想"5个维度上差距较小,但综合竞争力差距较大。最后,提出国内企业可通过提升身份识别、视觉时尚、产品品质认知、体育功能创新、符号价值、形象认同等方面的表现,来缩小与国外品牌的差距。

From the perspective of domestic consumer cognition,this paper explored the niche structure of sports products brands and evaluated the strengths and weaknesses of every dimension,which is conducive for brand managers to finding key issues in brand development strategies and providing theoretical support for brand building.Based on the brand ecological theory,using the literature research method and Delphi method,it constructed a brand niche evaluation system for sports products brand,calculated weights of every factor,and established a BP neural network model.With NIKE,Adidas,Li Ning,Anta,361°and Xtep selected for case study,it found that the gap between domestic brands and foreign brands in the five dimensions of“spokesperson identity”,“sports culture”,“service experience”,“personality matching”,and“sports association”was relatively small.However,the overall competitiveness gap is relatively large.The result shows that domestic companies can narrow the gap with foreign brands by promoting the performance of identity recognition,visual fashion,product quality perception,sports function innovation,symbol value,and image recognition.The above findings can broaden the research on the niche theory of sports products brands.