Based on STP Analysis of Consumer Perception in Generation Z, the Influence of Chinese and American Sports Brand Image and the Enlightenment to Chinese Sports Goods Brand---Nike and Li Ning as Examples

DOI

10.2991/aebmr.k.220307.167How to use a DOI?

Keywords

Nike; Li Ning; brand image; consumer perception; consumption

Abstract

China’s sports brands account for a large share of the world and its economic impact should not be underestimated; In the 1990s, international brands such as Adidas and Nike flocked to the domestic market, which had a great impact on local brands in China. In this paper, the proposed sporting goods enterprises as the object of research, consumer perception as a starting point for research, by using interviews and studies (STP) to explore how the setting strategy of different corporate images of enterprises on the purchase decision-making of consumers have a far-reaching impact.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Yuanchun Fu
PY  - 2022
DA  - 2022/03/26
TI  - Based on STP Analysis of Consumer Perception in Generation Z, the Influence of Chinese and American Sports Brand Image and the Enlightenment to Chinese Sports Goods Brand---Nike and Li Ning as Examples
BT  - Proceedings of the 2022 7th International Conference on Financial Innovation and Economic Development (ICFIED 2022)
PB  - Atlantis Press
SP  - 1016
EP  - 1022
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220307.167
DO  - 10.2991/aebmr.k.220307.167
ID  - Fu2022
ER  -