知名泳衣品牌形象定位－以青少年游泳選手為例

An Exploratory Study of the Image and Positioning of Well-Known Swimwsuit Brands by Young Competitive Swimmers

10.6214/JSRM.201106_8(1).0011

宋美霖(Mei-Lin Song)；林宏恩(Hung-En Lin)；李岳修(Yue-Shiou Li)

泳衣品牌 ； 形象定位 ； 品牌形象 ； 多元尺度 ； swimwear brand ； image position ； brand image ； MDS

運動休閒管理學報

8卷1期（2011 / 06 / 01）

158 - 173

繁體中文

本研究目的在探討泳衣品牌在游泳選手心目中之理想形象，並將其品牌形象予以定位。研究方法自編「泳衣品牌形象定位」問卷，以立意抽樣選取台灣地區青少年游泳選手為施測對象；以描述性統計、單因子多變量變異數分析、群集分析及多元尺度分析本研究。研究結果如下：一、本研究填答者性別以男生、教育程度在國中階段、常用泳衣品牌為Arena、喜愛泳衣品牌可接受消費額以501~1000元、最佳成績以縣市內的游泳選手為最多。二、在各形象屬性上Speedo和Arena總體表現最好，總體形象也達到游泳選手心目中之理想形象，但在功能形象方面未達理想形象；其次為TYR，而Olymate、Marium、YingFa等品牌表現較差，皆未達到選手心目中理想。

The purpose of this study was to investigate the image of swimsuit brands perceived by young competitive swimmers and the positioning of these brands' image. ”The Image and Positioning of Swimsuit Brands” was developed by the researcher and distributed to be filled out by young competitive swimmers in Taiwan. Statistical methods including Descriptive Statistics, One-way MANOVA, Cluster Analysis and Multidimensional Scaling were employed to analyze the data. The results indicate that, first of all, most of the subject who filled out the questionnaire were male who were junior high school students, usually using Arena brand, had spendable allowance between NT$501 and NT$1000 each month, being the finalists in city-level competition, the most and best score is in counties. Secondly, the top two brands of image are Speedo and Arena which achieve ideal image in swimming players' mind. However, swimming players weren’t satisfied with the functions of these brands. TRY was in the next place. These brands of ”Olymate”, ”Marium” and ”YingFa” didn't achieve ideal image in player’s mind.

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