论大学生体育消费与体育品牌偏好

On university students' sports consumption and sports brand preference

高校市场已经成为当下体育运动品牌争夺的主战场。高校大学生不仅在现实中有着巨大的体育消费需求,同时也是各企业争夺潜在消费者的关键。通过阅读文献资料,采用问卷调查和访谈的方法,对大学生体育消费现状和品牌偏好情况进行了解和分析,用调研结果来验证理论,并对促进大学生体育消费和体育品牌在大学生市场的推广提出建议。

The university market has become the main battlefield to compete for sports brand.University students are not only has great sports consumption demand in reality,but also the key of enterprises to compete for the potential consumers.By reading literature,questionnaire investigation and interview method,to understand and analyze on university students' sports consumption and sports brand preference,using the survey results to verify the theory,and put forward suggestions to promote the university student sports consumption and the extension of sports brand in the market of university students.