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The Study about the Select Strategies of Sportswear Brand Communication Means

Author: LiuQuan
Tutor: ZhuGuangHao
School: Beijing Institute of Clothing Technology
Course: Fashion Design and Engineering
Keywords: Sportswear Brand Brand Communication Brand Impact Brand Communication Means
CLC: G206
Type: Master's thesis
Year: 2012
Downloads: 49
Quote: 0
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Abstract


The success of the Beijing Olympic Games has promoted the expansion and the scale of the sports market in China . With the prosperity of the sports clothing industry, the competition between sportswear brands became more intensified. Because the brand is the basis to establish the relationships of the enterprise and the consumer trust , establish a strong brand has become a way to break through marketing for a corporate. And the effective brand communication is one key factor to create a brand influence.The communication strategies the enterprise emerged in are endlessly, and the spread means used are multifarious, so this paper has tidied up , summed up and did the further exploration.On the basis of organizing correlative literature about means of communication for the sportswear brand, combining the background of sports apparel industry,sports apparel products, brands, communication and other characteristics,with the psychological and behavioral characteristics of consumers,from businesses and consumers’ perspective, combining case analysis with demonstrative study, using interviews and questionnaires to collect data and analyze them with SPSS 11.5,this thesis analyzes and discussed the communication system for sports apparel brand, the selection strategies of means of sports apparel brand communication,and the mechanism of action of Means of brand communication and the brand influence,finally,draws the conclusions and recommendations.Through interviews, this thesis explores the marketing strategy and breakout direction of the enterprise in the international competition; Through typical case analysis of selected strategies of the means of brand communication, this thesis roposes communication system model of sportswear products; Through factor analysis,this thesis obtains sportswear brand communication means has the "mass media" ,"spread a small minority," "sale terminals spread", "dissemination of activities and experiences," four structure factors,and the brand influence contains awareness, recognition and preference,loyalty three factors. By stepwise multiple regression analysis to establish the regression equation about the effection of four factors of the means of communication on the three dimensions of the influence.Based on the regression analysis, this paper build the model of the effect of the brand communication means on the influence of sports apparel brand.

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