A Study On The Brand Loyalty Of College Student Sports Shoes

Since the implementation of the National Fitness Plan,the base of the sports fitness population has expanded year by year,driving global consumption growth.Among them,sports shoes,as an indispensable product for the fitness population,have steadily expanded in market scale since 2010 and the economy has continued to grow steadily.In the current economic environment,the people’s quality of life continues to improve,the sporting goods consumer market is fiercely competitive,and customers compete for higher costs.Sports consumption has gradually turned from product-oriented to brand-oriented,and the competitive environment for enterprises will be more difficult.How to cultivate and enhance brand loyalty is an issue of unanimous concern in the industry,which is of great significance for promoting brand development.Therefore,in the development process of a brand,it is necessary to face up to the importance of loyalty,and to maintain loyalty as an important place when formulating strategies;at the same time,it is necessary to strengthen the analysis of factors affecting loyalty to formulate reasonable marketing strategies to achieve a long-term brand development.At the same time,in China,which has a large population and an increasingly large consumer group,the consumer group of college students is special and cannot be ignored.College students will be the main force in future social and economic development,and an important group in the sporting goods industry.Their sports consumption level is related to the development of sports-related industries,and brand selection behavior is very important for companies to formulate brand marketing strategies and solidify product customer groups.important influence.Therefore,studying the brand loyalty and influencing factors of college students’ sports shoes is of practical significance for correctly guiding college students’ sports brand consumption,driving the development of sports brand enterprises and enhancing the competitiveness of sports brands in our country.The content of the thesis is divided into six parts.The first part is the research background and significance,research methods and innovation points;the second part is a review and review of relevant research on brand loyalty and brand loyalty factors at home and abroad;the third part is the definition of related concepts and theoretical analysis;the fourth part put forward the research hypothesis;the fifth part is the core content of the paper,mainly based on the survey data to analyze,verify the hypothesis and typical portrait;the sixth part is the research conclusions and suggestions.The research conclusions show that the number of college students with moderate loyalty in Beijing is the largest;there are significant differences in the loyalty of sports shoe brands: Nike has the highest proportion of consumers with high,medium,and low loyalty,while Puma has the highest proportion of consumers with high,medium and low loyalty.The proportion of consumers with low degree and low degree of loyalty is the lowest.Regarding the influencing factors of the brand loyalty of college students’ sports shoes in Beijing,first,product factors,marketing factors,service factors and other factors all have different degrees of influence on the brand loyalty of college students’ sports shoes in Beijing.Among the product factors,product comfort,product durability,and product(style)popularity have a significant positive impact on college student sports shoe brand loyalty in Beijing,indicating that sports shoe brands can enhance college student consumers by strengthening product factors of brand loyalty of sports shoes.Among the marketing factors,product(regular)promotional activities,product advertisements and brand spokespersons have a significant impact on the brand loyalty of college students’ sports shoes in Beijing.Product(regular)promotional activities may have a negative impact on the brand loyalty of college students’ sports shoes in Beijing,indicating that sports shoe brands should try their best to price reasonably and avoid discount promotions;product advertisements and brand spokespersons are loyal to college students’ sports shoes in Beijing has a positive impact,indicating that sports shoe brands should effectively advertise and choose brand spokespersons with good images as much as possible.Among the service factors,after-sales service and convenience of purchase have a significant positive impact on the brand loyalty of college students’ sports shoes in Beijing,indicating that sports shoe brands can improve the brand loyalty of college students’ consumers by improving the quality of after-sales service and the convenience of purchase degree.Among other factors,satisfaction with self-image,brand reputation,brand awareness,and strong recommendation from relatives/friends have a significant positive impact on the brand loyalty of college students’ sports shoes in Beijing,indicating that sports shoe brands can satisfy consumers’ self-image pursue,enhance brand reputation,enhance brand awareness,and strengthen consumer recommendation to increase college student consumers’ sports shoe brand loyalty.According to the conclusions obtained,sports shoe brand companies should increase investment in important factors that affect brand loyalty,and rationally allocate resources to improve consumer brand loyalty.It is recommended that sports shoe brand enterprises,first,at the product level: ensure product quality,stabilize the brand foundation;innovate product styles,and keep up with the market.The second is at the marketing level: do a good job of market research,distinguish group needs;adjust prices reasonably,and carry out promotions in a timely manner;give full play to channel advantages and improve purchase models;enhance brand reputation and establish a good image;strengthen membership system and implement loyalty returns;reasonable placement Advertising,choose your spokesperson carefully.