体育品牌文化对南昌市大学生体育消费的影响摘要近年来，随着经济的发展和消费水平的不断升级，使得大学生之一广大的群体产生了自己的独有的消费方式和消费心理，品牌文化的消费逐渐的成为了现今大学生的主要消费方式之一，高效也逐渐的成为了体育品牌争夺的主要市场。而体育品牌文化是体育企业的重要的、潜在的无形资产，因此树立并不断的维持好品牌文化，对于体育企业的发展具有重要的意义。本文通过查阅相关资料信息，同时采取对南昌市的部分高校大学生进行问卷调查的方法，重点了解、分析、评估当下体育品牌文化对南昌市大学生在体育方面的的消费的影响，并对如何进一步、更有效的扩大体育品牌文化的营销，增强体育品牌文化对大学生体育消费的影响进行了具体的对策的研究。关键词：体育品牌文化；大学生；体育消费；影响AbstractInrecentyears,withthecontinuousupgradingofeconomicdevelopmentandconsumptionlevel,enablingstudentstooneofthemostgroupshavetheirownuniquewayofconsumptionandconsumerpsychology,brandcultureconsumptiongraduallybecomesoneofthemainwaysofconsumption,nowadayscollegestudents,alsograduallybecomethemainmarketforthesportsbrand.Sportsbrandcultureisanimportantandpotentialintangibleassetofsportsenterprises.Therefore,establishingandconstantlymaintainingbrandcultureisofgreatsignificanceforthedevelopmentofsportsenterprises.Throughaccesstorelevantinformation,andtotakepartincollegestudentsmethodsofNanchangcityconductedaquestionnairesurvey,focusonunderstanding,analysisandevaluationoftheimpactofsportsbrandcultureinNanchangcityintheaspectsofthesportsconsumptionofcollegestudents,andhowtofurtherexpandandmoreeffectivesportsbrandculturemarketing,enhancetheeffectofsportsresearchbrandcultureonCollegeStudents'sportsconsumptionofspecificcountermeasures.Keywords:sportsbrandculture;collegestudents;sportsconsumption;influence目录摘要......................................................................1关键词....................................................................1Abstract..................................................................2Keywords.................................................................2目录....................................................................3引言......................................................................41研究对象与方法..........................................................41.1研究对象..........................................................41.2研究方法..........................................................41.2.1文献资料法....................................................41.2.2问卷调查法....................................................41.2.3访谈法........................................................51.2.4数理分析法....................................................62体育品牌文化的内涵......................................................62.1品牌..............................................................62.2品牌文化..........................................................62.3体育品牌文化......................................................63南昌市大学生体育消费的现状分析..........................................63.1大学生体育消费的动机..............................................63.2大学生体育消费的意识..............................................73.3大学生体育消费的内容..............................................74结果与分析建议..........................................................84.1体育品牌文化对南昌市大学生体育消费的影响.........................
