国潮文化背景下李宁消费者特征分析
Analysis of Consumer Characteristics of Li-Ning under the Background of the Trend of National Fashion Culture

近年来，随着人们对中华文化认同感的不断加深，国潮文化应运而生，“国潮”消费持续升温。本文将从消费者特征的角度，运用定性分析法，以消费者行为学为理论基础，并采用问卷调查法，通过研究消费者的需要、动机、购买渠道、文化四个角度来分析李宁国潮产品的消费者特征，得出以下结论：消费群体呈现年轻化趋势；消费行为受到文化认同的影响；消费者具有理性消费的特征；不同年龄段消费群体的购买渠道存在差异。本文发现李宁目前存在服务水平低、产品创新不足、价格虚高等问题，并针对其现存问题提出了建议。本研究对于国潮运动品牌的受众群体的特征进行了深入的探究，对于李宁产品中国潮元素的改进与创新具有一定程度的推动作用。
In recent years, with the deepening of people’s sense of identity with Chinese culture, the trend of national fashion culture has emerged, and the consumption of “the trend of national fashion culture” continues to rise. This article analyzes the consumer characteristics of Li-Ning’s the trend of national fashion culture products from the perspective of consumer characteristics, using qualitative analysis methods, taking consumer behavior science as the theoretical basis, and adopting questionnaire survey methods. By studying consumers’ needs, motivations, purchasing channels, and culture, the following conclusions are drawn: the consumer group is showing a trend of younger age; consumer behavior is influenced by cultural identity; consumers have rational consumption characteristics; and there are differences in purchasing channels among different age groups. This article finds that Li-Ning currently has issues such as low service levels, insufficient product innovation, and inflated prices, and puts forward suggestions for its existing problems. This research has conducted an in-depth exploration of the characteristics of the audience groups the trend of national fashion sports brands, which has a certain degree of promotion for the improvement and innovation of the trend of national fashion elements in Li-Ning products.