【摘要】：隨著競(jìng)技籃球在全球的不斷發(fā)展,各職業(yè)籃球俱樂(lè)部球迷群體不斷壯大,已逐漸成為加速籃球職業(yè)化進(jìn)程中必不可缺的因素之一。籃球迷在職業(yè)籃球聯(lián)賽中扮演著重要角色,可以說(shuō),各職業(yè)俱樂(lè)部之所以能夠取得優(yōu)異的成績(jī)是離不開球迷群體的支持的。近幾年,隨著北京首鋼男籃聯(lián)賽成績(jī)的不斷提高,北京的籃球市場(chǎng)變得異�；鸨�,俱樂(lè)部球迷人數(shù)不斷增多,球迷文化得到不斷發(fā)展,逐漸走在了中國(guó)職業(yè)籃球聯(lián)賽各俱樂(lè)部的前列。本文以北京首鋼籃球俱樂(lè)部球迷文化為研究對(duì)象,運(yùn)用文獻(xiàn)資料法、實(shí)地考察法、問(wèn)卷調(diào)查法和訪談法等研究方法,根據(jù)文化三層次理論分別對(duì)北京首鋼籃球俱樂(lè)部球迷文化的物質(zhì)層面、行為制度層面和精神層面的發(fā)展現(xiàn)狀進(jìn)行了詳細(xì)的調(diào)查并分析了其球迷文化發(fā)展過(guò)程中各層面存在的主要問(wèn)題。研究結(jié)果得出:(1)北京首鋼籃球俱樂(lè)部球迷文化物質(zhì)層面的發(fā)展具有較強(qiáng)實(shí)力,在球迷產(chǎn)品開發(fā)和球迷設(shè)施方面均處于聯(lián)盟領(lǐng)先地位;(2)北京首鋼籃球俱樂(lè)部球迷文化行為制度層面在球迷群體的管理和運(yùn)行上有著自己的方式,但對(duì)球迷觀賽行為的指導(dǎo)仍不夠,導(dǎo)致球迷騷亂事件頻發(fā);(3)北京首鋼籃球俱樂(lè)部球迷文化精神層面在球迷價(jià)值觀方面發(fā)展較好,但球迷行為忠誠(chéng)有所欠缺;(4)北京首鋼籃球俱樂(lè)部球迷文化各層面的發(fā)展仍然存在著許多的問(wèn)題與不足,主要有物質(zhì)層面缺乏完整的球迷產(chǎn)品開發(fā)產(chǎn)業(yè)鏈,球迷?shī)蕵?lè)設(shè)施開發(fā)較少以及俱樂(lè)部官方刊物匱乏;行為制度層面未設(shè)立專門的球迷群體管理部門,缺少針對(duì)性的球迷規(guī)章制度以及對(duì)“京罵”等不文明行為管理不善;精神層面對(duì)球迷籃球價(jià)值觀建立的引導(dǎo)力度不強(qiáng)且對(duì)于提高球迷忠誠(chéng)度的重視度不夠。通過(guò)以上調(diào)查分析,本研究提出以下完善北京首鋼籃球俱樂(lè)部球迷文化的發(fā)展策略:(1)立足自身發(fā)展,增強(qiáng)球隊(duì)競(jìng)爭(zhēng)力,吸引更多的球迷;(2)擴(kuò)大球迷文化的物質(zhì)層面:打造完善的球迷產(chǎn)品開發(fā)-生產(chǎn)-銷售-監(jiān)督產(chǎn)業(yè)鏈;建立以比賽場(chǎng)地為中心的球迷聚集地;開設(shè)球迷餐廳等球迷?shī)蕵?lè)設(shè)施;嘗試創(chuàng)立俱樂(lè)部官方書籍;(3)改善球迷文化的行為制度層面:加強(qiáng)球迷群體的管理與運(yùn)作;制定針對(duì)性的球迷規(guī)章制度;加強(qiáng)俱樂(lè)部職員對(duì)球迷文明觀賽的引導(dǎo)作用;重視對(duì)“京罵”等不文明行為的監(jiān)管與治理;(4)推動(dòng)球迷文化的精神層面:培育俱樂(lè)部自身良好的品牌形象;引導(dǎo)球迷樹立正確的籃球價(jià)值觀;提高球迷相關(guān)服務(wù)工作的水平。
[Abstract]:With the continuous development of competitive basketball in the world, the fans of professional basketball clubs are growing, which has gradually become one of the indispensable factors in accelerating the process of basketball professionalization. Basketball fans play an important role in professional basketball league. In recent years, with the continuous improvement of the Beijing Shougang Men's Basketball League, the basketball market in Beijing has become extremely hot, the number of club fans has been increasing, and the fan culture has been continuously developed. Gradually walked in the Chinese professional basketball league each club front row. This paper takes the fan culture of Beijing Shougang Basketball Club as the research object, using the methods of literature, field investigation, questionnaire investigation and interview, etc. According to the theory of three levels of culture, the material level of the culture of the fans of Beijing Shougang Basketball Club is analyzed. This paper makes a detailed investigation on the development of behavior system and spirit and analyzes the main problems in the development of fans' culture. The results are as follows: (1) the cultural and material development of Beijing Shougang Basketball Club has strong strength and is in the leading position in the development of fans' products and facilities; (2) the cultural behavior system of Beijing Shougang Basketball Club has its own way in the management and operation of the fans, but the guidance to the fans' watching behavior is not enough, which leads to the frequent disturbance of the fans; (3) the cultural and spiritual level of Beijing Shougang Basketball Club has developed well in the aspect of fans' values, but the loyalty of fans' behavior is lacking; (4) there are still many problems and deficiencies in the development of football fans' culture in Beijing Shougang Basketball Club. Less development of fan entertainment facilities and lack of official club publications; At the level of behavior system, there is no special fan group management department, lack of targeted fan rules and regulations, and improper management of uncivilized behavior such as "Beijing scolding". Spiritual level of basketball fans to establish the values of the guidance is not strong and to improve the loyalty of fans is not enough. Through the above investigation and analysis, this study proposed the following development strategies to perfect the basketball club fan culture of Beijing Shougang: (1) based on their own development, enhance the team's competitiveness, attract more fans; (2) to expand the material level of fan culture: to create a perfect industry chain of fan product development, production, sale and supervision; to set up a fan gathering place centered on the competition site; to set up a fan restaurant and other fan entertainment facilities; Try to establish official books of club; (3) improve the behavior system level of fan culture: strengthen the management and operation of the fan group, establish the rules and regulations of the fans, strengthen the leading role of the club staff to the fans' civilized watching match; Pay attention to the supervision and management of uncivilized behavior such as "Beijing scolding"; (4) promote the spiritual level of fan culture: cultivate the club's own good brand image, guide the fans to set up the correct basketball values; Improve the level of service related to fans.
【學(xué)位授予單位】：北京體育大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G841

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