新冠肺炎病毒疫情下運動品牌行銷策略探討

Discussion the sports merchandise brand of marketing strategy under the COVID-19 Pandemic

陳弘順 ； 黃意文 ； 江若玫

《休閒運動保健學報》 20期 (2022/01) Pp. 38-45

https://doi.org/10.6204/JRSHP.202201_(20).0003

摘要

隨著全球講求保健重要性下，運動形成一種潮流，在消費者偏好不斷改變下，運動品牌行銷策略也隨之多樣化，2019年底由於新冠病毒在全球擴散開來威脅人類的健康，運動模式儼然從戶外運動移動到居家運動，這是一個從所未有的改變。因此，品牌行銷策略如何從現有的模式中改變以因應此情勢也成為各大國際運動品牌在其策略規劃中被重視。本文將以文獻探討方式，將以往慣用的品牌行銷策略整理討論外，另外加入居家運動的情勢下運動產業所改變或增建的不同行銷策略，而這些改變是否能發揮消費影響力，研究結果發現，不同消費群體的購買行為各有不同，大部份的消費者普遍認為品牌商品設計若著重居家使用功能確實可以吸引關注，疫情下運動品牌與保健連結的行銷策略是維持客戶忠誠度的最佳方式也是刺激消費意願的重要因素。

關鍵字

新冠肺炎病毒 ； 運動品牌 ； 行銷策略

並列摘要

With the trend of global emphasis on health care and then movement becomes a trend. Due to changing consumer preference with sports brand marketing strategies also become diversification. The past two years the epidemic of COVID-19 started in in the end of 2019 and spread globally threats to human health and life. Change in the way of exercise from outdoors to home. This change is unprecedented however how to change the mode of international brand marketing strategy to cope with this conditions. This article will be researched in the form of a literature review and the purpose of the study is beyond compiling and explaining conventional marketing strategies. In addition, discuss the choice of people to exercise at home under the epidemic then how to change the marketing strategy of sports brands to cope with this situation. These new strategies can make a business impact that different consumer groups have different buying behaviors and most of consumers find it attractive when the product design focuses on home use functions. Another study found marketing strategies for linking sports brands and health care can maintain customer loyalty and it is a great way to stimulate willingness to spend under the epidemic.

並列關鍵字

COVID-19 Pandemic ； Sports brand ； Marketing strategies

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