在中国优化冬季运动服装设计和服务优先级:多模型评估
Kun Yang1,2, Wenduo Liu2, Zhengxue Song3
1Liaoning Institute of Basic Medical Sciences, Shenyang, China.
Frontiers in sports and active living
|November 6, 2025
概括
中国消费者优先考虑冬季运动服装的设计,服务和定价. 对于那些针对寒冷地区户外运动市场的品牌来说,了解这些关键属性至关重要.
科学领域:
- 消费者行为 消费者行为
- 运动营销运动营销
- 服装工业 服装工业 服装工业
背景情况:
- 冬季户外运动带来了独特的环境和气候挑战.
- 优先考虑冬季运动服的消费者需求属性对于市场成功至关重要.
研究的目的:
- 确定和排名中国消费者在冬季运动服需求中最重视的属性.
- 了解中国户外运动产品市场的消费者偏好.
主要方法:
- 数据是通过在线问卷从中国寒冷冬季地区的483名体育爱好者收集的.
- 使用重要性-绩效分析 (IPA),Borich需求和LF统计方法.
- 评估了消费者对运动服饰功能,定价,服务,设计和品牌的重要性和性能的评估.
主要成果:
- 确定了最优先的属性:颜色,人体工程学,标志和准确性.
- 第二个优先级属性:物流,包装和退货/交换政策.
- 第三个优先级属性:技术成本,织物成本和质量控制成本.
结论:
- 设计,服务和定价是中国消费者在冬季运动服装市场上最重要的三大属性.
- 该排名为在中国开发和销售冬季运动服装的品牌提供了可操作的见解.
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