1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12AbstractIn recent years, with the continuous upgrading of economic development and consumption level, enabling students to one of the most groups have their own unique way of consumption and consumer psychology, brand culture consumption gradually becomes one of the main ways of consumption, nowadays college students, also gradually become the main market for the sports brand. Sports brand culture is an important and potential intangible asset of sports enterprises. Therefore, establishing and constantly maintaining brand culture is of great significance for the development of sports enterprises. Through access to relevant information, and to take part in college students methods of Nanchang city conducted a questionnaire survey, focus on understanding, analysis and evaluation of the impact of sports brand culture in Nanchang city in the aspects of the sports consumption of college students, and how to further expand and more effective sports brand culture marketing, enhance the effect of sports research brand culture on College Students' sports consumption of specific countermeasures.Key words: sports brand culture; college students; spo...
