后冬奥时期体育赞助商品牌消费者购买意愿研究

Research on Consumers’Intentions of Buying Sponsor Brands’Products in the Post-Winter Olympics Period

北京冬奥会掀起的中国“冰雪热”,为冰雪装备产业的发展提供了历史性的机遇,后奥运时期让消费者关注赞助品牌,维持良好品牌形象,促进购买意愿是后奥运时期奥运赞助商的重大课题。采用4Cs营销组合策略量表,在北京、河北、宁波实体店中购买奥运赞助商品牌产品的消费者为调查对象,基于4Cs营销组合策略视角揭示后奥运时期体育用品消费者对奥运赞助品牌的购买意愿,分析通过4Cs营销组合策略、品牌态度、品牌信任、购买意愿的因果关系模型,认为体育用品企业的4Cs营销组合策略对体育用品消费者的购买意愿有间接影响,4Cs营销组合策略通过品牌态度和品牌信任的提高,促进消费者购买意愿。为我国体育用品企业发展提供实效依据。

China’s“ice and snow craze”brought by the Beijing Winter Olympics has provided a historic opportunity for the development of the ice and snow equipment industry.In the post-Olympics period,we should draw consumers’attention to sponsor brands,maintain a good brand image,and promote their purchase intentions.Based on this,using the 4Cs marketing mix,this study surveys customers who purchased products in the physical stores of ANTA Sports in Beijing,Hebei,and Ningbo.From the perspective of the 4Cs marketing mix,this paper reveals consumers’purchase intention of Olympic sponsor brands’products in the post-Olympics period,analyzes the causal relationship model of 4Cs marketing mix,brand attitude,brand trust and purchase willingness,and concludes that:the 4Cs marketing mix of sporting goods enterprises has an indirect impact on consumers’purchase intention;the4Cs marketing mix promotes consumers’willingness to buy through the improvement of brand attitude and brand trust.This study is expected to provide a practical basis for the development of sporting goods enterprises in China.