Earticle

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

Abstract
 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

키워드

저자

• Wusong Tang [ Physical Education College, Shihezi University, Shihezi 832003, Xinjiang, China ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  International Journal of Grid and Distributed Computing

• 간기

  격월간

• pISSN

  2005-4262

• 수록기간

  2008~2016

• 십진분류

  KDC 505 DDC 605