中國(guó)大陸消費(fèi)者對(duì)耐克運(yùn)動(dòng)服裝產(chǎn)品戰(zhàn)略認(rèn)知與偏好調(diào)研

Research on Chinese Mainland Consumers' Strategic Cognition and Preference for Nike Sportswear Products

1. 您是否購(gòu)買(mǎi)過(guò)耐克運(yùn)動(dòng)服裝（上衣 / 褲子 / 套裝等）：

Have you ever purchased Nike sportswear (jackets, pants, suits, etc.)?

是yes否no不了解Not familiar at all

2. 您購(gòu)買(mǎi)耐克運(yùn)動(dòng)服裝的頻率：

How often do you buy Nike sportswear?

每年多次Multiple times a year每年 1–2 次Once or twice a year很少購(gòu)買(mǎi)Rarely從不Never

3. 您購(gòu)買(mǎi)耐克主要用于：

For what purposes do you mainly buy Nike products?

運(yùn)動(dòng)健身Sports and fitness日常穿搭Daily wear潮流時(shí)尚Fashion and trend學(xué)生 / 工作通勤Commuting for study or work送禮As gifts

4. 您選擇耐克時(shí)，最看重的是：

What do you value most when choosing Nike?

科技與功能（透氣、舒適、專(zhuān)業(yè)）Technology and functionality (breathable, comfortable, professional)款式設(shè)計(jì)與顏值Style and appearance品牌知名度與潮流感Brand popularity and fashion influence性?xún)r(jià)比與價(jià)格Cost-performance and price門(mén)店 / 線上購(gòu)買(mǎi)方便Convenience of online/offline purchase

5. 您認(rèn)為耐克相比國(guó)產(chǎn)運(yùn)動(dòng)品牌（如李寧、安踏）的最大優(yōu)勢(shì)是：

Compared with domestic sportswear brands (e.g., Li-Ning, ANTA), what do you think is Nike’s biggest advantage?

專(zhuān)業(yè)運(yùn)動(dòng)科技更強(qiáng)Stronger professional sports technology設(shè)計(jì)更時(shí)尚潮流More fashionable and trendy design品牌形象更好Better brand image質(zhì)量更穩(wěn)定More stable quality沒(méi)有明顯優(yōu)勢(shì)No obvious advantage

6. 您認(rèn)為耐克產(chǎn)品的價(jià)格水平：

How do you feel about the price level of Nike products?

偏高但值得High but worthwhile偏高，不太劃算High and not cost-effective適中Reasonable便宜Cheap

7. 耐克的本土化設(shè)計(jì)（如中國(guó)風(fēng)、生肖款、專(zhuān)為中國(guó)人設(shè)計(jì)的版型）對(duì)您吸引力：

How attractive are Nike’s localized designs (Chinese style, zodiac collections, fits for Chinese consumers) to you?

非常有吸引力Very attractive一般Moderately attractive沒(méi)感覺(jué)Neutral不喜歡Unattractive

8. 您更愿意在什么場(chǎng)景購(gòu)買(mǎi)耐克：

In which scenario do you prefer to buy Nike products?

專(zhuān)業(yè)運(yùn)動(dòng)場(chǎng)景（籃球、跑步、訓(xùn)練）Professional sports (basketball, running, training)日常休閑穿搭Daily casual wear潮流穿搭 / 網(wǎng)紅同款Trendy / influencer-style outfits不太會(huì)刻意選擇Not particularly choose Nike

9. 您通過(guò)哪些渠道了解耐克新品與活動(dòng)：

Through which channels do you learn about Nike’s new products and activities? (Multiple choice)

社交媒體（抖音 / 小紅書(shū) / 微博）Social media (Douyin, Xiaohongshu, Weibo)電商平臺(tái)（淘寶 / 京東 / 得物）E-commerce platforms (Taobao, JD, Dewu)線下門(mén)店Offline stores朋友推薦Recommendations from friends明星 / 運(yùn)動(dòng)員代言Endorsements by celebrities / athletes

10. 您對(duì)耐克運(yùn)動(dòng)服裝的整體滿意度：

What is your overall satisfaction with Nike sportswear?

非常滿意Very satisfied滿意Satisfied一般Neutral不滿意Dissatisfied非常不滿意Very dissatisfied

11. 您認(rèn)為耐克在產(chǎn)品創(chuàng)新方面的表現(xiàn)：

How do you evaluate Nike’s performance in product innovation?

非常領(lǐng)先Very leading比較領(lǐng)先Relatively leading一般Neutral落后于其他品牌Behind other brands

12. 您認(rèn)為耐克最需要改進(jìn)的地方是：

Which area do you think Nike most needs to improve?

降低價(jià)格Lower prices提升質(zhì)量 / 耐用性Improve quality and durability更多本土化設(shè)計(jì)More localized designs更多款式選擇More style choices服務(wù)與售后Service and after-sales

13. 未來(lái) 1 年，您繼續(xù)購(gòu)買(mǎi)耐克的意愿：

How willing are you to continue buying Nike in the next year?

一定會(huì)Definitely will可能會(huì)Probably will不確定Not sure不太會(huì)Probably not不會(huì)Definitely not

14. 您是否同意：耐克在中國(guó)大陸運(yùn)動(dòng)服裝市場(chǎng)具有明顯競(jìng)爭(zhēng)優(yōu)勢(shì)？

Do you agree that Nike has obvious competitive advantages in the Chinese mainland sportswear market?

完全同意Strongly agree同意Agree一般Neutral不同意Disagree完全不同意Strongly disagree

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