運動產品代言人之經濟價值-以慢跑鞋產品為例

Abstract

最近隨著運動風氣的盛行，一般民眾開始投入慢跑的運動，同時帶動了慢跑鞋的銷售，各家廠商也極力爭取在這塊市場有所表現，投入大量行銷資源聘請代言人做宣傳。 因此本研究將著重在探討代言人的經濟價值，透過聯合分析法衡量消費者對各個屬性的偏好程度，推估出代言人市占率，進一步了解代言人所能創造之價值，提供企業一個衡量的架構與方法，此外配合相關的市場區隔與交叉分析，了解不同類型的消費者對慢跑鞋偏好差異。 最後結合上述分析，提供企業一個行銷的策略與方向，同時說明有關研究的限制與修正方法，依此描述未來可繼續研究的主題內容。

The general public has gradually involved in exercising with the ongoing trend, which results in the rise of sales. Therefore, lots of corporates invest money to go for this market by hiring celebrity endorsers. With the following above, this article will configure the value of endorsers. In detail, with the conjoint analysis measurement, the research will figure out estimated market share, which make us realize the consequences. In the meantime, the study will provide insights of different market segment’s consumers including buying preference. Last but not least, this article will give suggestions of marketing strategy, limitation and modification of the research, giving directions to the future research content.