北京市CBA（甲A）競(jìng)賽表演市場(chǎng)現(xiàn)實(shí)消費(fèi)者調(diào)查研究.pdf

1、北京體育大學(xué)碩士學(xué)位論文北京市CBA（甲A）競(jìng)賽表演市場(chǎng)現(xiàn)實(shí)消費(fèi)者調(diào)查研究姓名：張納新申請(qǐng)學(xué)位級(jí)別：碩士專業(yè)：體育教育訓(xùn)練學(xué)指導(dǎo)教師：劉玉林20030401A Survey on Realistic Consumers of CBA Match Marketing in Beijing Abstrsact: In order to meet the consumer realistic demands

2、 for Beijing and the whole CBA match performance market, and to develop a prosperous CBA match performance, this article makes the farther detail study which subject in Beijing CBA match performance market’s rea

3、listic consumer (the present audience of Shougang basketball club and Aoshen basketball club in 2002- 2003)through some research methods. The following are the Beijing Occupational basketball match performance market’s

4、 realistic consumer conditions. 1. Realistic consumer Background: Intensive trend for sex and age but various occupations; Income and receiving educational level even beyond Beijing average level; Stronger buying

5、capability and living nearby gym. Thinks the targeting market of professional CBA in Beijing city should be: male consumption masses below 30: 2. Consumer’s demands: communication including the

6、 team achievement, player and coach information and the match arrangement information, etc. Service including improving appreciation and entertainment, personal participation and getting the profit; the quality such

7、 as higher needs for stimulating performance, players’ occupational spirits or diligence and wonderful cooperation. 3. Consumer’s motivations: Meeting the hobby needs, supporting the National Basketball and per

8、suing the sense of beauty are placed the first three places among those motivations. 4. Consumers’ attitudes: Most of consumers are satisfied with the team competitive capabilities and present

9、. Also most of consumers think the ticket price is fair. But It demonstrates that the audience tend to like the low ticket price. Over 52 percent of consumers consider the purchasing service attitudes

10、as common and dissatisfaction. It illustrates the present selling service still can’t meet the consumers demands. 5. Realistic consumer behaviors: the consumers mainly derive information from the introduc

11、tion of newspaper, magazine, television, families and their colleagues;the first mentioning rate shows that professional basketball matches has little obvious advantage in all the competition items; reali

12、stic consumers only accept the relatively lower price that below 30 yuan on match tickets (single) ; the main factors restraining consumers to watch match on the spot is CBA team’s poor per

13、formance, overall high expense and little free time; 89.6 per cent audience are repetitive ones, but only 21.9 per cent in the whole are those watching over half the matches, not having dev

14、eloped some degree of faithful customers; their action behavior mainly goes in “watching with friends” or “accompanying family members” 79.5 per cent shows satisfaction in the whole evaluations, 87.4 per cen