作　　者： ; ;

机构地区： 广东金融学院

出　　处： 《四川轻化工大学学报（社会科学版）》 2024年第1期36-46,共11页

摘　　要： 中国体育用品市场已经成为国内外体育品牌角逐的焦点,以体育品牌消费者评论数据为研究样本,采用文本分析法、词频分析法、语义情感分析等方法,对国内外体育用品的产品认知、情感表达及满意度等差异性进行研究。研究发现国内外品牌感知和产品认知无显著差异,高频关键词呈长尾分布,消费者关心品牌质量、性价比、消费体验等,且与运动项目关联不密切;高频关键词分布呈现“中心—边缘”特征,国内品牌语义网络图相对集中,国外品牌产品和在线消费服务分化;在线消费整体呈现正向情感,消极情感主要表达在产品质量;在线消费者整体满意度较高,国内外品牌在服务态度和物流质量差异性显著。针对国产体育品牌,建议采用提高品牌专业辨识度,加强运动项目关联;加强品牌质量建设,提升消费者忠诚度;挖掘品牌边缘属性,吸引潜在消费者;重视消极情感,提升售后质量;选择适当销售服务平台等策略提升消费者品牌感知和满意度。 The Chinese market of sports goods has become a focus of competition for domestic and international sports brands.Taking the consumer comment data of sports brands as the research sample,the text analysis method,word frequency analysis method,semantic emotion analysis and other methods are used to study the differences of product cognition,emotional expression and satisfaction of domestic and foreign sports goods.The study finds out there is no significant difference between brand perception and product perception at home and abroad,high-frequency keywords are distributed in a long tail style,consumers care about brand quality,cost performance,consumption experience,etc.,and are not closely related to sports items.The distribution of high-frequency keywords is characterized by"center-edge",the domestic brand semantic network map is relatively concentrated,and the foreign brand products and online consumption services are differentiated.The overall online consumption presents positive emotions,and the negative emotions are mainly expressed as product quality.The overall satisfaction of online consumers is high,and domestic and foreign brands have significant differences in service attitude and logistics quality.For domestic sports brands,it is suggested to adopt strategies such as improving brand professional identification,strengthening sports correlation,strengthening brand quality construction,enhancing consumer loyalty,exploring brand edge attributes,attracting potential consumers,paying attention to negative emotions and improving after-sales quality,and selecting appropriate sales service platform to enhance consumers'brand perception and satisfaction.

关 键 词： 体育用品 消费体验 产品认知 品牌感知 情感表达

领　　域： [文化科学—体育学] [经济管理—市场营销] [经济管理—产业经济]