随着全民健身运动的推进,宁波市民的体育消费不断增长,体育消费意向也正发生变动。市民的体育用品品牌消费越来越呈现多元化、个性化特点。提高品牌的忠诚度,对于任何一个体育用品企业的生存与发展,扩大市场份额都极其重要。本文通过问卷调查、数据分析找到影响宁波市民对运动品牌忠诚度的因素,并提出提高忠诚度的有效建议。 With the promotion of the National Fitness Program, the sports consumption of Ningbo citizens is constantly increasing, and the intention of sports consumption is also changing. Citizens’ sporting goods brand more and more diversified, personalized features. To improve brand loyalty, for any one sporting goods business survival and development, expand market share are extremely important. Through questionnaire and data analysis, this paper finds out the factors that affect Ningbo citizens’ loyalty to sports brands and puts forward some effective suggestions to improve their loyalty.