| 摘要: |
| 随着我国体育制造企业的快速发展，相应的营销投入也在不断增长，如何准确衡量营销投入效果和产出效率，成为体育品牌营销研究领域中的关键问题。运用文献资料法、逻辑分析法和问卷调查法，基于整合营销理论，梳理出整合营销的关联指标，结合探索性因子分析，归类评价指标和构建评价模型，并通过验证性因子分析检验，确定了涵盖营销互动、品牌曝光维持、营销转化率3个维度的体育品牌营销效果评价指标体系。本指标体系可以帮助体育企业准确评估营销效果，进而调整现有营销战略及执行策略，促进企业发展。 |
| 关键词: 体育品牌 营销效果 评价指标体系 整合营销 |
| DOI： |
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| 基金项目:2017年福建省人文社科规划项目“福建省体育品牌奥运营销及其效果评价研究”（FJ2017C052） |
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| Research on the Establishment of Evaluation Index System of Sports Brand Marketing Effect in China |
| IU Wei |
| (Department of Sports Management, Anhui Sports Vocational and Technical College) |
| Abstract: |
| With the rapid development of sports manufacturing enterprises in China, the corresponding marketing input is also increasing. How to accurately measure the effect of marketing input and output efficiency has become a key issue in the field of sports brand marketing research. Based on the theory of integrated marketing, this paper combs out the related indicators of integrated marketing by methods of literature, logical analysis and questionnaire survey. Combining exploratory factor analysis, it classifies the evaluation indicators and constructs the evaluation model. Through confirmatory factor analysis, it determines the evaluation indicators of sports brand marketing effectiveness covering three dimensions: marketing interaction, brand exposure maintenance and marketing conversion rate. This index system can help sports enterprises to accurately evaluate the marketing effect, and then adjust the existing marketing strategies and implementation strategies to promote the development of enterprises. |
| Key words: sports brand marketing effect evaluation index system integrated marketing |
