顾客感知下“李宁”品牌竞争力研究

AbstractWith the continuous integration of network information technology withpeople's life and production,the consumer market of e-commerce hasbecome increasingly huge,and the era of rapid brand rise has come.With thecontinuous influx of new brands and the vigorous promotion of foreignsports brands,Li Ning's status will be threatened.In the process of forming brand competitiveness,an in-depth analysisshould be made from a certain core element.Based on customer perceivedvalue as the core element,this paper discusses Li Ning brandcompetitiveness,and constructs a system of influencing factors of Li Ningbrand competitiveness under customer perception.Using questionnairesurvey and interview survey as research tools,it uses factor analysis methodto explore six main factors of Li Ning brand competitiveness under customerperception,namely,brand symbol force,brand product force,brandcommunication force,brand service force,brand emotion force and brandsocial force.The hypothesis of this study is verified.H1:Li Ning brandcompetitiveness model under customer perceived value consists of fivedimensions,namely,communication factor,product factor,experience factor,emotion factor and social factor.H2:There are differences in all dimensionsof Li Ning brand competitiveness under customer perceived value.Finally,according to the results of empirical research,this paper putsforward four specific countermeasures and suggestions to enhance Li Ning'sbrand competitiveness from the aspects of brand positioning,clothing quality,service and customer relationship management.Key words:Customer perceived value Brand competitiveness Clothingmarket Factor analysis