羽毛球价格上涨背景下的电商消费行为策略调整研究

A Study on the Strategic Adjustment of E-Commerce Consumer Behavior against the Backdrop of Rising Prices of Badminton Shuttlecocks

摘要: 近年来，羽毛球价格持续上涨，消费者行为呈现多元化、复杂化特征，价格感知对购买决策的影响日益显著，品牌忠诚度呈现从高端品牌向二线小品牌迁移的趋势。复杂的市场环境对消费者、电商平台及企业均构成挑战。健康的消费环境需要电商平台、企业、消费者与政策监管多方协同参与。消费者应打破品牌忠诚度，选择更具性价比的产品；电商平台应适应体育消费市场变化，通过技术融合满足消费者需求，建立持续性消费关系；企业应维护品牌价值，生产适合大众消费的产品。本研究系统分析了羽毛球价格持续上涨对消费者线上购买行为的影响机制，为电商平台优化产品陈列、推荐算法与营销活动，以及品牌制造商调整产品线、定价策略和渠道管理提供理论依据与决策参考。

Abstract: In recent years, the prices of badminton shuttlecocks have been on a steady rise, and consumer behaviors have demonstrated the characteristics of diversification and complexity. The impact of price perception on purchasing decisions has become increasingly prominent, and brand loyalty has shown a trend of shifting from high-end brands to second-tier niche brands. The complex market environment poses challenges to consumers, e-commerce platforms, and enterprises alike. A sound consumption environment requires the collaborative participation of multiple stakeholders, including e-commerce platforms, enterprises, consumers, and regulatory authorities. Consumers should break free from rigid brand loyalty and opt for cost-effective products. E-commerce platforms need to adapt to the changes in the sports consumption market, satisfy consumer demands through technological integration, and establish sustainable consumption relationships. Enterprises ought to uphold brand value and produce products that cater to mass consumption. This study systematically analyzes the mechanism through which the continuous price hike of badminton shuttlecocks exerts an influence on consumers’ online purchasing behaviors. It provides a theoretical basis and decision-making reference for e-commerce platforms to optimize product display, recommendation algorithms and marketing campaigns, as well as for brand manufacturers to adjust their product lines, pricing strategies and channel management.