運動品牌舉辦運動促銷方案對品牌權益之相關性研究－以A品牌兒童籃球教室爲例

當企業品牌為追求銷售量增加時，進行促銷活動，是否就會達到所預期的目標，需考慮企業長期經營下在消費者心中所建立的品牌權益，和所採取的促銷活動及類別而定。因此，本研究將就A品牌近期所做的一些不同以往的促銷手法，利用運動行銷的角度切入消費者市場，藉著舉辦兒童的籃球運動教室，希冀吸引消費者（家長）以增加消費慾望，本研究除了探討促銷活動對消費者購買行為的影響之外，更希望進一步瞭解，在使用運動促銷方案的促銷之因素下，對消費者購買意願是否會有不同的影響。本研究採用問卷調查方式進行實證資料的蒐集，經資料分析之復，研究結果發現，運動促銷方案對於品牌權益與消費者的購買意願有正向相關，而消費者對於促銷方案的接受程度很高，因此，品牌在舉辦運動的促銷方案時，應將消費者的特性考慮進去，適時的調整促銷的策略，以便可以收到最佳的促銷效果，提高消費者的消費意願與購買行為。

關鍵字

品牌權益；促銷活動；消費者行爲

並列摘要

When industries held promotions to increase the sale roots and expect goal, it depended on the brand equity of customers and the kind of promotion they adopted. Therefore, the research analyzed the promotion held by A brand with sports marketing strategy. With the children basketball class, A brand wants to increase consumption out of parents .The research is not only analyze the consumer behavior but also figure out in that the different promotion ways may influence the will of consumers. According to the collected literature data, the research takes the brand equity of A brand as test item and takes the children basketball class to find out the difference from tradition promotions. As the result, The questionnaire quantity form presents a related data, after the correlation between ” promote sales activity”, ”purchase will” and ” consciousness value” on this” the brand rights” factor, therefore, The brand should take consideration of the background data consideration of the consumer, as the age, sex, income...etc., the well-timed adjustment promote sales of strategy may raise consumer of consumption with purchase behavior.