论文总字数：27058字

摘 要

随着物质生活水平的不断提升，健身运动成为人们日常生活的一部分。运动用品作为人们健身运动的主要用品，逐渐成为人们生活中必不可少的一部分，所以越来越多的学者将目光聚焦于运动用品的研究上。然而，以往关于运动用品的研究中并未明确分析其消费影响因素，从而提出营销策略改进方案。本文将针对这些不足进一步讨论。

本文首先对国内外关于运动用品消费文献的研究现状加以综述，以安踏南京尧化门店的顾客以及员工作为样本，利用问卷和访谈的形式进行实际调查，详细分析了运动用品的消费现状。针对这一现状，提出了运动用品的消费影响因素。根据这些消费影响因素并结合实际，对营销策略进行分析改进，如此一来也将有助于促进其他运动品牌营销，从而达到鼓励全民运动的目的。

理论上，本文通过研究影响运动用品的消费因素，逐步分析各影响因素的重要程度，找到运动用品企业提升的关键点，探究促进运动用品企业发展的道路。实践上，本文从安踏尧化门店这一销售网点进行研究，从具体到抽象，由浅入深，深入寻找运动用品营销中存在的问题，积极寻求解决之道。

关键词: 运动用品 消费因素 营销策略

Analysis on the Factors Affecting the Consumption of Sports Goods and Marketing Strategies——Taking Anta as an Example

Abstract

With the continuous improvement of material living standards, fitness has become a part of people's daily lives. As the main item of people's fitness exercise, sporting goods have gradually become an indispensable part of people's life, so more and more scholars focus on the research of sporting goods. However, in the past research on sports goods, the factors affecting consumption were not clearly analyzed, and the marketing strategy improvement program was proposed. This article will discuss these deficiencies further.

This paper first summarizes the research status of the domestic and international literature on sports goods consumption. Taking the customers and employees of Anta Nanjing Yaohuamen as a sample, the questionnaires and interviews are used to conduct actual investigations, and the current consumption status of sports goods is analyzed in detail. In response to this situation, the factors influencing the consumption of sporting goods were proposed. According to these consumption factors and the actual situation, the analysis and improvement of the marketing strategy will also help to promote the marketing of other sports brands, thus achieving the purpose of encouraging the national sports.

In theory, this paper analyzes the factors affecting the consumption of sporting goods, analyzes the importance of each influencing factor, finds the key points of the promotion of sports goods enterprises, and explores the road to promote the development of sports goods enterprises. In practice, this paper conducts research from the sales outlet of Anta Yaohuamen Store, from concrete to abstract, from shallow to deep, in-depth search for problems in the marketing of sports goods, and actively seek solutions.

Keywords: Sporting goods; Consumption factors; Marketing strategy

目 录

摘 要 I

Abstract II

第一章 绪论 1

1.1 论文研究背景 1

1.2 论文研究目的和研究意义 2

1.3 论文研究方法和思路 2

1.4 论文结构 3

第二章 文献综述及相关基础知识 5

2.1 中国运动用品市场消费现状概述 5

2.2 安踏品牌的发展概述和营销现状 6

2.2.1 安踏品牌的发展概述 6

2.2.2 安踏品牌的营销现状 7

2.3 国内外文献综述和评述 8

2.4 问卷调查法的概述 11

2.5 本章小结 12

第三章 安踏运动用品消费影响因素的调查分析 13

3.1 调查问卷设计 13

3.1.1 调查对象确定 13

3.1.2 问卷设计的评价指标 13

3.2 调查问卷发放与回收 13

3.3 问卷调查结果分析 13

3.4 本章小结 19

第四章 安踏运动用品的营销策略分析 20

4.1 安踏现有营销策略中的问题 20

4.2 改进安踏营销策略方案 22

4.3 本章小结 24

第五章 总结与展望 25

参考文献 26

附录 28

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