【摘要】：近年來,我國(guó)體育產(chǎn)業(yè)迅速發(fā)展,足球產(chǎn)業(yè)作為領(lǐng)頭羊,其市場(chǎng)化進(jìn)程不斷加快,以中超聯(lián)賽為代表的職業(yè)足球聯(lián)賽日益火爆,球迷上座率不斷攀升,日益繁榮的球迷市場(chǎng)蘊(yùn)藏著巨大的開發(fā)潛力。其中,球迷作為職業(yè)足球俱樂部服務(wù)與產(chǎn)品的消費(fèi)者,在足球俱樂部的發(fā)展中具有至關(guān)重要的作用,所以,充分了解球迷的消費(fèi)偏好,滿足球迷的消費(fèi)需求是俱樂部長(zhǎng)期健康發(fā)展的必然要求。上海市作為我國(guó)的經(jīng)濟(jì)中心,要打造體育賽事之都,居民的收入水平較高,體育消費(fèi)意識(shí)和能力都比較好,隨著余暇時(shí)間的不斷增加,球迷消費(fèi)的趨勢(shì)將不斷加快。上海上港足球俱樂部作為上海市的一支中超球隊(duì),近年來投入巨大,通過引進(jìn)知名球員和教練等措施迅速提升了球隊(duì)的成績(jī)和知名度,吸引了眾多上海球迷的關(guān)注,到上海上港主場(chǎng)觀賽的球迷人數(shù)不斷增加。因此,研究上海上港足球俱樂部的球迷消費(fèi)偏好,并依據(jù)其球迷消費(fèi)偏好的特征和影響因素提出相應(yīng)的措施,對(duì)上海上港足球俱樂部的發(fā)展具有一定的積極作用;同時(shí),通過對(duì)上海上港球迷消費(fèi)偏好的總結(jié)歸納升華出對(duì)其他職業(yè)足球俱樂部的啟示�？傊�,隨著我國(guó)職業(yè)足球聯(lián)賽的不斷發(fā)展,對(duì)球迷消費(fèi)偏好的研究具有迫切性和必要性。本文運(yùn)用微觀經(jīng)濟(jì)學(xué)、消費(fèi)者行為學(xué)、管理學(xué)、心理學(xué)等學(xué)科的理論和方法,在理論闡述和相關(guān)概念界定的基礎(chǔ)上,以上海上港足球俱樂部球迷為實(shí)證研究對(duì)象,通過問卷調(diào)查的方式獲取第一手?jǐn)?shù)據(jù)資料,探討分析了上海上港足球俱樂部球迷消費(fèi)偏好的特征以及球迷消費(fèi)偏好的影響因素,得出以下結(jié)論:第一,通過描述性統(tǒng)計(jì)分析的方法,對(duì)上海上港足球俱樂部球迷的觀賽意向、消費(fèi)行為等方面的偏好特征作了論述,具體包括上海上港球迷觀賽的態(tài)度比較積極,觀賽欲望比上賽季強(qiáng)烈,觀賽動(dòng)機(jī)以支持俱樂部和球員為主,觀賽體驗(yàn)偏向于球隊(duì)獲勝,以網(wǎng)上購(gòu)票為主的購(gòu)票形式,以球迷服裝用品為主球迷產(chǎn)品消費(fèi),首要考慮球迷產(chǎn)品的紀(jì)念性等偏好特征。第二,運(yùn)用李克特五級(jí)量表對(duì)上海上港球迷消費(fèi)偏好的影響因素進(jìn)行探索性因子分析,提取出“賽事吸引”、“品牌形象”、“賽場(chǎng)建設(shè)”以及“消費(fèi)成本”四個(gè)公因子,其中“賽事吸引”因子的方差貢獻(xiàn)率最高,是影響球迷消費(fèi)偏好的最重要因素,而“消費(fèi)成本”因子對(duì)球迷消費(fèi)偏好的影響較小。此外,通過方差分析等對(duì)不同背景變量下的球迷消費(fèi)偏好差異進(jìn)行了探討。第三,在球迷消費(fèi)偏好分析研究的基礎(chǔ)上,基于上海上港足球俱樂部球迷消費(fèi)偏好特征和球迷消費(fèi)偏好影響因素兩方面,針對(duì)性提出采取提高賽事觀賞水平、塑造俱樂部品牌形象、完善賽場(chǎng)服務(wù)設(shè)施、提高觀賽體驗(yàn)效果、加強(qiáng)球迷互動(dòng)體驗(yàn)、采取靈活定價(jià)策略、開發(fā)多樣球迷產(chǎn)品等措施。并在此基礎(chǔ)上總結(jié)出對(duì)其他足球俱樂部發(fā)展的啟示,包括提升賽事吸引力、完善賽場(chǎng)建設(shè)、提高品牌形象、多元化發(fā)展等拓展球迷消費(fèi)市場(chǎng)的相應(yīng)對(duì)策。
[Abstract]:In recent years, the rapid development of the sports industry in our country, the football industry as the leader, the market-oriented process of the Chinese sports industry is increasing, the professional football league, which is represented by the medium and super league, is becoming more and more popular, and the popularity of the football fans is increasing, and the market of the increasingly prosperous fans has a great potential for development. Among them, as the service and product consumer of the professional football club, the fans play a very important role in the development of the football club, so it is necessary for the long-term health development of the club to be fully understood and the consumption preference of the fans is met. As the economic center of our country, Shanghai as the economic center of our country, to create a sports event, the income level of the residents is high, the consciousness and the ability of the sports consumption are better, and with the increase of the leisure time, the trend of the consumption of the fans will be accelerated. Shanghai Shanggang Football Club, as a middle-top team in Shanghai, has invested a lot in recent years, and has quickly promoted the performance and popularity of the team through the introduction of well-known players and coaches, and attracted the attention of many Shanghai fans. The number of fans to the Shanghai port of Shanghai is increasing. Therefore, to study the fan consumption preference of Shanghai Shanggang Football Club and put forward corresponding measures according to the characteristics and influencing factors of the fan's consumption preference, it has a certain positive effect on the development of Shanghai Shanggang Football Club; and at the same time, Through the summary of the consumption preference of Shanghai Shanggang fans, the enlightenment to other professional football clubs is summarized. In short, with the development of our country's professional football league, the study of the fan's consumption preference is urgent and necessary. This paper uses the theories and methods of micro-economics, consumer behavior, management science, psychology and so on. On the basis of the definition of the theory and the related concepts, the above-mentioned football club fans of the sea port are the empirical research objects, and the first-hand data is obtained through the questionnaire survey. Based on the analysis of the characteristics of the consumption preference of the football club in Shanghai, and the influencing factors of the fan's consumption preference, the following conclusions are drawn: First, through the method of descriptive statistics analysis, the view of the football club fans in Shanghai is to be viewed, The characteristics of preference in the aspects of consumption behavior and so on are discussed, including the positive attitude of Shanghai Shanggang's fans, the strong desire to view and the motivation to support the club and the players, the watching experience is biased towards the winning of the team, and the ticket-buying form based on the online ticket is taken as the main ticket. The main fans' clothing items are the product consumption of the main fans, and the preference features of the fans' products are the primary consideration. Secondly, four common factors, such as "competition attraction", "brand image", "the construction of the field" and "consumption cost", are extracted from the influential factors of the consumption preference of Shanghai Shanggang's fans by using the Richter scale five scale, and the variance of the "competition attraction" factor is the highest, It is the most important factor to influence the consumption preference of the fans, and the influence of the "consumption cost" factor on the consumption preference of the fans is small. In addition, the differences of the consumption preference of the fans under different background variables were discussed by the analysis of variance. Thirdly, on the basis of the analysis of the consumption preference of the fans, based on the characteristics of the consumption preference of the fans of Shanghai Shanggang Football Club and the influencing factors of the consumption preference of the fans, the aim of this paper is to improve the level of the competition, to build the brand image of the club and to improve the service facilities of the field. To improve the effect of the watching experience, to strengthen the interactive experience of the fans, to adopt flexible pricing strategies, and to develop a variety of fan products and other measures. On the basis of this, it summarizes the enlightenment to the development of other football clubs, including the promotion of the attraction of the competition, the improvement of the construction of the field, the improvement of the brand image, the diversification and the development of the corresponding countermeasures.
【學(xué)位授予單位】：上海體育學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G80-05

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本文編號(hào)：2470547