NIKE運動品牌為例探討運動品牌行銷之應用

Discuss Sport Brand Marketing of Application by NIKE as Example

黃意文 ； 陳弘順

《休閒運動保健學報》 16期 (2019/10) Pp. 23-32

https://doi.org/10.6204/JRSHP.201910_(16).0002

摘要

近年來因運動風氣之盛行及健康概念逐漸建立，運動人口大量增加，現今青少年客群的消費習慣及能力也多變且提升，相形之下影響了家庭的消費習慣及購買決定。再加上網路、電子交易及運動用品的設計跟上潮流，在網路上流連忘返的眾多青少年提供了更多的購物選擇，因而成為運動品牌行銷的重要策略運用。運動品牌在日常生活中是很普遍被消費者所購買，不管是從電視上、網路上或是在大街上的廣告刊版上，運動品牌行銷幾乎隨處可見。本文研究目的即是為了要了解運動品牌產品在市場中面對消費者的購買行為，以哪些行銷方式較能獲得不同消費族群的青睞，以達到運動品牌廠商提升其市占率。透過文獻探討的研究方法，整理國內外學者的研究，以獲得我們想要得知的相關問題，根據以上的方法本文提出相關建議為必須重視運動產品潮流性、設計感，運動用品要建立品牌形象、重視安全性、品質、舒適度及功能性的產品設計及行銷，提升運動用品的功能性品牌形象且消費行為顯示出多數消費者會因為喜歡品牌代言人而去購買此運動商品，凸顯了品牌行銷的重要性。由本文之整理結果與建議期盼提供相關業者及後續研究者之參考。

關鍵字

運動品牌行銷 ； 品牌形象 ； 消費者行為

並列摘要

Exercise has been proved substantial benefits for promoting health and reducing mortality. Hence, the participation rate in sport and leisure activities is also increasing. the policy of encouraging sports involvement by the government has successfully raised the public awareness. Nowadays, the teenager attitude toward sports goods consumption has profoundly influenced their family spending habit and decision in the family. Combining with the convenience of online shopping and electronic transaction and the fashionable design of sporting brand products, teenagers have much more shopping choices than ever before, and are therefore the target group of consumers for sporting brand marketing. Based on the results of the analysis, some suggestions are proposed: for sports brands, they can establish their experiential brand image by focusing on the design and trendiness of the sports products and elevate the functional brand image by focusing on the safety, quality, comfort level, and the design and marketing of functional sports products, then strengthen the symbolic brand image by holding promotion activities in campus or cooperating with sports stars as brand ambassadors.

並列關鍵字

sport brand marketing ； brand image ； consumer behavior