CAJ | 학술논문

探讨90后年轻人对“李宁”服饰品牌消费认知和消费行为状态，有利于从现实角度厘清国产体育品牌目前处于市场低迷原因。本文采用问卷调查法、访谈法、统计法、逻辑分析法，以223名被调查者问卷统计数值为依据，结合部分消费者访谈的资料，分析出“李宁”服饰作为国产品牌在90后消费者中具有较高认知度，他们对“李宁”的消费属于品质和时尚结合型，而目前“李宁”的产品在时尚元素和产品科技水平等方面，距离90后消费者要求存在距离。建议“李宁”团队在产品设计上更多研究90后消费需要和审美心理，同时建议应和国外品牌差异化发展。
탐토90후년경인대“리저”복식품패소비인지화소비행위상태，유리우종현실각도전청국산체육품패목전처우시장저미원인。본문채용문권조사법、방담법、통계법、라집분석법，이223명피조사자문권통계수치위의거，결합부분소비자방담적자료，분석출“리저”복식작위국산품패재90후소비자중구유교고인지도，타문대“리저”적소비속우품질화시상결합형，이목전“리저”적산품재시상원소화산품과기수평등방면，거리90후소비자요구존재거리。건의“리저”단대재산품설계상경다연구90후소비수요화심미심리，동시건의응화국외품패차이화발전。
To analyze consumer's cognition and behavior of the generation after 90s to LI Ning sports brand is to find the reason why the market share of domestic-made sports brand is low.With questionnaire, statistics and logical analysis, based on the questionnaire of 223 College Students, this paper concludes that LI Ning sports brand has a higher visibility because it combines good quality and fashion.But LI Ning sports brand still cannot meet the needs of the generation after 90s on fashion and high-tech.It is suggested that LI Ning sports brand should do more research on consumer's needs and aesthetics and seek differentiation development strategy from foreign brands.