원문정보
초록
영어
The development of the Internet has brought great opportunities for the sales of sports goods, so that enterprises should make the right online marketing strategy. This paper takes the consumer perception as the research content, study on the influence of different brand positioning factors on consumers by using empirical analysis. The results show that the factors affecting of brand can be divided into four categories as quality, product, service and social attributes. Among them, the quality is the most significant and the cumulative contribution rate is 79.532. Based on factor analysis method, the author identifies the main advantages and disadvantages of these brands, thus companies can effectively formulate the corresponding brand marketing strategy.
목차
1. Introduction
2. Literature Review
2.1. Consumer Perception Theory
2.2. Market Segmentation Theory
2.3. STP Strategic Theory
2.4. Concept of Brand Image
3. Empirical Study
3.1. Research Design
3.2. Indicators and Collect Data
3.3. Factor Analysis
3.4. Empirical Results
5. Conclusions
Acknowledgements
References