安踏促销策略消费者调查问卷 / Consumer Survey on ANTA’s Promotion Strategy

尊敬的受访者：

您好！我正在进行一项关于安踏品牌促销策略的研究。本问卷旨在了解消费者对安踏四大促销方式（直播带货、明星代言、赛事赞助、线下体验营销）的认知与满意度。您的回答将为我的研究提供宝贵的一手数据支持。

本问卷采用匿名方式填写，所有数据仅用于学术研究，请您放心作答。完成问卷约需5分钟，感谢您的支持与配合！

 

Dear Respondent:

Hello! I am currently conducting a study on the promotional strategies of Anta brand. This questionnaire aims to understand consumers’ perceptions and satisfaction with ANTA’s four major promotion methods (live-streaming sales, celebrity endorsements, event sponsorships, and offline experiential marketing). Your responses will provide valuable primary data support for my research.

This questionnaire is anonymous, and all data will be used solely for academic research purposes. Please feel free to respond. The questionnaire will take approximately 5 minutes to complete. Thank you for your support and cooperation!
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1.
您的性别是？/ What is your gender?
A.男 (Male)
B.女 (Female)
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2.
您的年龄属于以下哪个范围？/ Which age group do you belong to?
A.18岁以下 (Under 18)
B.18-25岁 (18-25 years old)
C.26-35岁 (26-35 years old)
D.36-45岁 (36-45 years old)
E.46岁以上 (46 years old and above)
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3.
您的职业属于以下哪一类？/ Which of the following categories does your occupation belong to?
A.学生 (Student)
B.在职人员 (Employed)
C.自由职业者 (Freelancer)
D.其他 (Others)
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4.
您每月在运动服饰上的消费金额约为：/ Your monthly expenditure on sportswear is approximately:
A.200元以下 (Below 200 RMB)
B.200-500元 (200-500 RMB)
C.501-1000元 (501-1000 RMB)
D.1000元以上 (Above 1000 RMB)
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5.
您是否购买过安踏的产品？/ Have you ever purchased ANTA products?
A.是，经常购买 (Yes, frequently)
B.是，偶尔购买 (Yes, occasionally)
C.否，从未购买过 (No, never)
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6.
您是否关注过安踏品牌的促销活动或广告？/ Have you ever paid attention to ANTA’s promotional activities or advertisements?
A.经常关注 (Frequently)
B.偶尔关注 (Occasionally)
C.很少关注 (Rarely)
D.从未关注 (Never)
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7.
您主要通过哪个渠道了解安踏的促销信息？/ Through which channel do you mainly learn about ANTA’s promotional information?
A.社交媒体（微博、微信、抖音等）(Social media - Weibo, WeChat, Douyin, etc.)
B.电商平台（淘宝、京东等）(E-commerce platforms - Taobao, JD, etc.)
C.线下门店/商场 (Offline stores/shopping malls)
D.电视/户外广告 (TV/outdoor advertising)
E.体育赛事直播 (Sports event live broadcasts)
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8.
您是否观看过安踏的线上直播带货（如抖音、淘宝直播间）？/ Have you ever watched ANTA’s live-streaming sales (e.g., on Douyin, Taobao Live)?
A.经常观看(Watch frequently)
B.偶尔观看(Watch occasionally)
C.很少观看(Watch rarely)
D.知道但从未观看过 (Aware but never watched)
E.不知道有直播带货 (Not aware of live-streaming sales)
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9.
您观看安踏直播带货的主要原因是什么？/ What is your main reason for watching ANTA’s live-streaming sales?
A.了解新品信息 (To learn about new products)
B.获取专属折扣优惠 (To get exclusive discounts)
C.喜欢主播的讲解风格 (I like the host's presentation style)
D.观看产品真实展示 (To see product demonstrations)
E.无聊时消遣 (Pastime when bored)
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10.
您通过安踏直播购买过产品吗？/ Have you ever purchased products through ANTA’s live-streaming?
A.经常购买(Frequently)
B.偶尔购买(Occasionally)
C.很少购买 (Rarely)
D.看过直播但从未购买 (Watched live but never purchased)
E.从未看过直播 (Never watched live-streaming)
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11.
您对安踏线上直播带货的整体满意度是？/ What is your overall satisfaction with ANTA’s online live-streaming sales?
A.非常满意 (Very satisfied)
B.比较满意 (Somewhat satisfied)
C.一般 (Neutral)
D.不太满意 (Somewhat dissatisfied)
E.非常不满意 (Very dissatisfied)
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12.
您最熟悉的安踏明星代言人是以下哪一位？/ Which of the following ANTA celebrity endorsers are you most familiar with?
A.王一博 (Wang Yibo)
B.谷爱凌 (Eileen Gu)
C.樊振东 (Fan Zhendong)
D.关晓彤 (Guan Xiaotong)
E.一个都不知道 (None of the above)
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13.
您认为安踏代言人与品牌形象的匹配度如何？/ How well do you think ANTA’s endorsers match the brand image?
A.非常匹配 (Very well matched)
B.比较匹配 (Reasonably well matched)
C.一般 (Neutral)
D.不太匹配 (Not very well matched)
E.完全不匹配 (Not matched at all)
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14.
您认为安踏的代言人让您对品牌的印象产生了什么改变？/ How have ANTA’s endorsers changed your impression of the brand?
A.感觉品牌更专业、更运动 (Makes the brand seem more professional and sporty)
B.感觉品牌更时尚、更年轻 (Makes the brand seem more fashionable and younger)
C.感觉品牌更高端 (Makes the brand seem more premium)
D.没有明显改变 (No significant change)
E.不确定 (Not sure)
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15.
明星代言对您购买安踏产品的影响程度是？/ To what extent do celebrity endorsements influence your purchase of ANTA products?
A.影响很大，会专门购买代言人同款 (Significant influence, I specifically buy products endorsed by them)
B.有一定影响，会增加购买可能性 (Some influence, increases purchase likelihood)
C.影响很小，不太在意代言人是谁 (Little influence, I don't care much about who endorses)
D.完全没有影响 (No influence at all)
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16.
您是否购买过安踏的明星联名款产品？/ Have you ever purchased ANTA’s celebrity co-branded products?
A.经常购买 (Frequently)
B.偶尔购买 (Occasionally)
C.很少购买 (Rarely)
D.知道但从未购买 (Aware but never purchased)
E.不知道有联名款 (Not aware of co-branded products)
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17.
您对安踏明星代言活动的整体满意度是？/ What is your overall satisfaction with ANTA’s celebrity endorsement activities?
A.非常满意 (Very satisfied)
B.比较满意 (Somewhat satisfied)
C.一般 (Neutral)
D.不太满意 (Somewhat dissatisfied)
E.非常不满意 (Very dissatisfied)
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18.
您最熟悉的安踏赞助赛事是以下哪一项？/ Which of the following events sponsored by ANTA are you most familiar with?
A.2022北京冬奥会 (2022 Beijing Winter Olympics)
B.中国男子篮球职业联赛 (Chinese Basketball Association)
C.FIBA国际篮球赛事 (FIBA international basketball events)
D.中超联赛 (Chinese Super League)
E.一个都不知道 (None of the above)
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19.
赛事赞助对您对安踏品牌形象的看法有何影响？/ How does event sponsorship affect your perception of ANTA’s brand image?
A.显著提升，感觉品牌更专业、更高端 (Significantly improves, makes the brand seem more professional and premium)
B.略有提升，增加好感 (Slightly improves, increases favorability)
C.没有影响 (No impact)
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20.
您是否因为安踏赞助赛事而更愿意购买其产品？/ Are you more willing to purchase ANTA products because of its event sponsorships?
A.非常愿意 (Very willing)
B.比较愿意 (Somewhat willing)
C.一般 (Neutral)
D.不太愿意 (Not very willing)
E.完全不愿意 (Not willing at all)
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21.
您对安踏赛事赞助活动的整体满意度是？/ What is your overall satisfaction with ANTA’s event sponsorship activities?
A.非常满意 (Very satisfied)
B.比较满意 (Somewhat satisfied)
C.一般 (Neutral)
D.不太满意 (Somewhat dissatisfied)
E.非常不满意 (Very dissatisfied)
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22.
您是否去过安踏的线下体验店或参与过线下体验活动？/ Have you ever visited an ANTA offline experience store or participated in offline experience activities?
A.去过，体验很好 (Yes, and had a great experience)
B.去过，体验一般 (Yes, but experience was average)
C.去过，体验较差 (Yes, but experience was poor)
D.知道但没去过 (Aware but haven’t visited)
E.不知道有线下体验店/活动 (Not aware of offline experience stores/activities)
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23.
您在体验店体验后，是否会在线上继续关注或购买安踏产品？/ After experiencing products in an offline store, do you continue to follow or purchase ANTA products online?
A.会，经常 (Yes, frequently)
B.会，偶尔 (Yes, occasionally)
C.不会 (No)
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24.
您最希望通过线下体验店获得的服务是以下哪一项？/ Which of the following services would you most like to get from offline experience stores?
A.专业运动测试 (Professional sports testing)
B.产品个性化定制 (Product personalization/customization)
C.运动社群活动 (Sports community activities)
D.新品优先试用 (Priority trial of new products)
E.普通购物体验即可 (Just regular shopping experience is enough)
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25.
您对安踏线下体验营销的整体满意度是？/ What is your overall satisfaction with ANTA’s offline experiential marketing?
A.非常满意 (Very satisfied)
B.比较满意 (Somewhat satisfied)
C.一般 (Neutral)
D.不太满意 (Somewhat dissatisfied)
E.非常不满意 (Very dissatisfied)
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26.
总体而言，您对安踏目前的促销活动满意吗？/ Overall, how satisfied are you with ANTA’s current promotional activities?
A.非常满意 (Very satisfied)
B.比较满意 (Somewhat satisfied)
C.一般 (Neutral)
D.不太满意 (Somewhat dissatisfied)
E.非常不满意 (Very dissatisfied)
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27.
与其他运动品牌（如耐克、阿迪达斯、李宁）相比，您认为安踏的促销活动：/ Compared with other sportswear brands (e.g., Nike, Adidas, Li-Ning), do you think ANTA’s promotional activities are:
A.更有吸引力 (More attractive)
B.差不多 (About the same)
C.略逊一筹 (Slightly less attractive)
D.差很多 (Much less attractive)
E.没比较过 (Haven't compared)
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28.
在以下四种促销方式中，您最喜欢安踏的哪一种？/ Among the following four promotion methods, which one of ANTA’s do you like the most?
A.线上直播带货 (Online live-streaming sales)
B.明星代言 (Celebrity endorsements)
C.赛事赞助 (Event sponsorships)
D.线下体验营销 (Offline experiential marketing)
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29.
您认为安踏的促销活动在以下哪个方面最需要改进？/ In which of the following areas do you think ANTA’s promotional activities need the most improvement?
A.直播带货的互动性和趣味性 (Interactivity and engagement of live-streaming)
B.明星代言人的选择和宣传 (Selection and promotion of celebrity endorsers)
C.赛事赞助的深度整合营销 (Depth of integrated marketing for event sponsorships)
D.线下体验店的覆盖和服务质量 (Coverage and service quality of offline experience stores)
促销优惠的力度和频率 (Intensity and frequency of promotional discounts)
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