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The high-end sporting goods market has long been a subject of interest and analysis, particularly in terms of how marketing strategies perform within this segment. On November 26, 2014, further insights were gathered into the dynamics of this market, revealing that despite the growing competition, high-end products still follow similar promotional tactics as their mid- and low-end counterparts. These include discounts, bundled offers, and on-site promotions. However, such methods have proven largely ineffective for high-end customers, who are less price-sensitive and more focused on quality, brand reputation, and exclusivity.
This lack of effectiveness has raised questions about whether the appeal of high-end sports products differs from that of other segments. If price promotions don't resonate with these customers, what alternative strategies should manufacturers and distributors adopt? This issue has been debated in management circles since the 1990s, with scholars exploring customer value from various angles. In economics, customer value is defined as the difference between the perceived benefits and the cost incurred. Parasuraman emphasized that product quality, service quality, and pricing are key drivers of customer value. Others, like Fan Xiucheng, highlighted the role of brand identity in reducing purchase risk and building consumer confidence.
Understanding these value drivers is crucial, especially in the high-end sports goods market, where consumers seek more than just functional benefits—they look for emotional and social value as well. Market segmentation based on customer value has emerged as a powerful tool, allowing companies to tailor their strategies to specific groups. Scholars like Liang Jiangchuan have applied this approach in different contexts, such as tourism and consumer goods, demonstrating its practical value.
In the high-end sporting goods sector, where cultural, economic, and personal preferences vary widely, identifying and responding to these unique value preferences is essential. By analyzing what drives customer decisions and aligning product offerings accordingly, companies can build long-term loyalty and gain a competitive edge. This paper aims to explore the composition of customer value in this market, analyze its implications, and propose effective marketing strategies that reflect the true value sought by high-end consumers.