運動鞋品牌忠誠度之研究-以淡江大學學生為例

A Study on Brand Loyalty of Sports Shoes ─ A Student Survey on Basis of Tamkang University

梁展嘉(Chan-Chia Liang)

指導教授 ： 陳定國

淡江大學/管理學院/管理科學研究所碩士班/碩士(2005年)

https://doi.org/10.6846/TKU.2005.00397

摘要

企業經營的成功必須依賴重複購買的消費者，因此，為保持長期性的市場佔有率及穩定性，現代的企業必須努力不斷重視消費者真正的需求，以設計或改進其產品，使之更能為消費者所喜愛，並把偶而為之的購買者變成重複購買者及增加其消售量，進而促使其他品牌消費者轉換購買本品牌，使本品牌能夠永續生存。

Kotler指出，今日的公司大多數皆設法維繫消費者的忠誠度。因為他們認為吸引一位新的消費者的成本約為保留現有的消費者的成本的5倍。因此建立品牌忠誠度及維持忠誠度，即成為目前所有行銷者所關心的領域。

本研究以運動鞋市場為研究對象，選定耐吉（N i k e）、愛迪達（A d i d a s）、銳跑（R e e b o k）、紐巴倫斯（New b a l a n c e）、康威士（C o n v e r s e）等五類運動鞋品牌為範圍。本研究採用簡單隨機抽樣法，以淡江大學學生為抽取研究對象，本研究之主要目的有二：

1.以理論觀點區分出運動鞋消費者為高、低品牌忠誠族群，以確認是否存在品牌忠誠度，進而分析品牌忠誠度之影響因素。
2.探討『消費者特性』、『購買型態』、『產品屬性特色』與『運動鞋品牌忠誠度』之關係，進而找出關鍵影響因素，以確立運動鞋品牌行銷組合之策略。

關鍵字

品牌忠誠度 ； 運動鞋

並列摘要

The loyalty of consumers is the key for the successful business activity. Therefore enterprises need to notice consumers demand to control the market revenue. Kotler mentioned that today most companies try their best to get the loyalty from consumers because it costs more to attract new consumers than keep the old consumers. Therefore how to get the consumers back is the hot issue in the marketing area.

The research uses the simple random sample of students in the Tamkang University to explore the loyalty of consumers in the sneakers market. The sneakers market is focused on the five famous sneakers brand, Nike, Adidas, New balance, Reebok, Converse, in this research. There are two objectives in this study. It is as following.

1 Based on the questionnaire the researcher can divide two groups of consumers. One is high loyalty to the sneakers brand. The others are low loyalty to it. According to these data, the research analyzes the elements of affecting the loyalty of consumers.

2 Exploring the relation among the Consumer Characteristics、Purchasing Styles、Product Attributes and Brand Loyalty of Sports Shoes to make the marketing strategy of sneakers brands.

並列關鍵字

Brand Loyalty ； Sports Shoes

參考文獻

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