我國(guó)排球賽事現(xiàn)場(chǎng)觀眾體育消費(fèi)的現(xiàn)狀調(diào)查與影響因素研究
發(fā)布時(shí)間：2018-10-08 16:21
【摘要】：排球運(yùn)動(dòng)對(duì)于國(guó)人來(lái)講,意義非凡。在20世紀(jì)80年代,我國(guó)女排在艱難的環(huán)境下取得“五連冠”的佳績(jī),在國(guó)人心中樹(shù)起了一座豐碑。之后,我國(guó)女排長(zhǎng)期處于跌宕起伏的時(shí)期。中國(guó)排協(xié)于1996年底進(jìn)行體制改革,將排球聯(lián)賽推向了市場(chǎng),突破傳統(tǒng)的操辦體育的模式。從體育賽事來(lái)講,觀眾就是消費(fèi)者,是競(jìng)賽市場(chǎng)的買方主體,是商品流通過(guò)程中最重要的環(huán)節(jié)。商品的價(jià)值能否實(shí)現(xiàn),關(guān)鍵在于買方的多少及其能否實(shí)現(xiàn)商品交換�，F(xiàn)場(chǎng)觀眾數(shù)量的多少直接影響著俱樂(lè)部的收入,也是決定賽事可持續(xù)性的關(guān)鍵因素。然而,現(xiàn)在我國(guó)排球賽事的現(xiàn)場(chǎng)觀眾人數(shù)一直不容樂(lè)觀,出現(xiàn)“有球無(wú)市”的現(xiàn)象,這是制約我國(guó)排球賽事發(fā)展的重要因素,并直接影響到排球聯(lián)賽的市場(chǎng)化和產(chǎn)業(yè)化。可見(jiàn),對(duì)排球賽事現(xiàn)場(chǎng)觀眾體育消費(fèi)情況以及影響因素的研究是當(dāng)務(wù)之急。 本文運(yùn)用文獻(xiàn)資料法、問(wèn)卷調(diào)查法、專家訪談法、數(shù)理統(tǒng)計(jì)法、邏輯分析法和比較分析法等方法,以2010年我國(guó)男、女排錦標(biāo)賽和大獎(jiǎng)賽的現(xiàn)場(chǎng)觀眾作為研究對(duì)象,對(duì)現(xiàn)場(chǎng)觀眾的體育消費(fèi)現(xiàn)狀進(jìn)行分析,同時(shí)對(duì)觀眾在排球方面的消費(fèi)情況進(jìn)行研究;從人口結(jié)構(gòu)、社會(huì)階層、文化因素、經(jīng)濟(jì)因素、家庭因素、體育消費(fèi)環(huán)境和大眾傳媒等因素,對(duì)現(xiàn)場(chǎng)觀眾的體育消費(fèi)情況進(jìn)行深度研究,探索促進(jìn)排球賽事快速發(fā)展的方法。 研究結(jié)果表明:(1)現(xiàn)場(chǎng)觀眾中,男性多于女性,且有顯著性差異;青少年人數(shù)多于中青年人數(shù),中老年人數(shù)最少;學(xué)生、科教衛(wèi)人員、國(guó)家或企業(yè)管理人員和公司職員是構(gòu)成現(xiàn)場(chǎng)觀眾的主要職業(yè);觀眾的學(xué)歷層次較高,學(xué)歷在大專及其以上的觀眾人數(shù)占49.8%;觀眾的收入水平較低,月收入在1000元以下的觀眾人數(shù)最多,其次是收入在1001-2000元的觀眾。(2)現(xiàn)場(chǎng)觀眾體育消費(fèi)的態(tài)度較為明確,對(duì)體育消費(fèi)的認(rèn)識(shí)較高;現(xiàn)場(chǎng)觀眾的體育消費(fèi)動(dòng)機(jī)主要為:豐富業(yè)余生活、強(qiáng)身健體、緩解身心壓力、防病祛病等。體育消費(fèi)動(dòng)機(jī)呈現(xiàn)多樣性和差異性。(3)觀眾的年體育消費(fèi)水平有待進(jìn)一步提高。年體育消費(fèi)金額在201-500元之間的觀眾,占25.9%;其次是消費(fèi)金額在101-200元之間的觀眾占21.6%。觀眾用于排球運(yùn)動(dòng)相關(guān)消費(fèi)的金額主要集中在50元以下。觀眾更傾向于實(shí)物型體育消費(fèi),參與型和觀賞型體育消費(fèi)的水平較低。觀眾在排球方面的消費(fèi)較低,主要是實(shí)物型體育消費(fèi),參與型和觀賞性消費(fèi)更低。(4)社會(huì)階層與觀眾參與體育消費(fèi)有顯著相關(guān)性。處于上層、中上層的現(xiàn)場(chǎng)觀眾在排球運(yùn)動(dòng)相關(guān)的消費(fèi)中,消費(fèi)的比重較高;處于中間階層及其以下階層的現(xiàn)場(chǎng)觀眾消費(fèi)比例較低。(5)觀眾生活的地方,經(jīng)濟(jì)發(fā)展程度相對(duì)較好,體育消費(fèi)意識(shí)也較高,但是政府對(duì)開(kāi)展排球運(yùn)動(dòng)的積極性不夠;社區(qū)中排球運(yùn)動(dòng)場(chǎng)館不足,缺乏排球運(yùn)動(dòng)健身指導(dǎo)員,對(duì)排球運(yùn)動(dòng)知識(shí)的宣傳和技術(shù)的傳授不足,排球運(yùn)動(dòng)文化的氛圍較淡。(6)排球運(yùn)動(dòng)在家庭體育中開(kāi)展的程度較低,并且觀眾的閑暇時(shí)間不足,制約著觀眾參與體育活動(dòng)的時(shí)間和參與體育消費(fèi)的可能性。(7)排球賽事的組織和管理水平有待提高;賽事產(chǎn)品的內(nèi)容較為單一,排球運(yùn)動(dòng)的附帶產(chǎn)品開(kāi)發(fā)不利,特別是具有中國(guó)特色的排球運(yùn)動(dòng)相關(guān)產(chǎn)品和市場(chǎng)沒(méi)有起色;排球賽事水平有待進(jìn)一步提高。(8)大眾傳媒與觀眾實(shí)施體育消費(fèi)呈顯著相關(guān)性,觀眾獲得排球賽事信息的方式較為傳統(tǒng),網(wǎng)絡(luò)、手機(jī)媒體等新興媒體應(yīng)用的程度不高。 建議:(1)擴(kuò)大女性群體對(duì)排球賽事的關(guān)注度,積極引導(dǎo)女性群體在排球賽事方面的消費(fèi)。完善觀眾的職業(yè)結(jié)構(gòu),努力提高各職業(yè)人員對(duì)排球運(yùn)動(dòng)的興趣和愛(ài)好,提高排球運(yùn)動(dòng)在各個(gè)職業(yè)群體中的市場(chǎng)占有率,尤其是要重點(diǎn)開(kāi)發(fā)中間階層觀眾的參與率。(2)完善現(xiàn)場(chǎng)觀眾體育消費(fèi)的結(jié)構(gòu),保持觀眾在實(shí)物型體育消費(fèi)的基礎(chǔ)上,提高觀眾在參與型體育消費(fèi)和觀賞型體育消費(fèi)的比重。(3)積極引進(jìn)外援,提高賽事水平;同時(shí)在賽事過(guò)程中,開(kāi)展靈活多樣、具有吸引力的活動(dòng)。比如:局間開(kāi)展啦啦操、抽獎(jiǎng)活動(dòng)、明星簽名紀(jì)念品的發(fā)放,以及賽后進(jìn)行運(yùn)動(dòng)員和觀眾的交流會(huì)等。(4)在保持觀眾合理工作量的基礎(chǔ)上,提高工作效率,獲得更多的閑暇時(shí)間;同時(shí)要對(duì)排球運(yùn)動(dòng)進(jìn)行多種娛樂(lè)形式的探究,提高排球運(yùn)動(dòng)在家庭體育中的地位。(5)充分利用網(wǎng)絡(luò)、手機(jī)等新興媒體的優(yōu)勢(shì),積極與媒體合作。保持“三大媒體”對(duì)排球運(yùn)動(dòng)的宣傳力度的同時(shí),積極采用網(wǎng)絡(luò)、手機(jī)媒體、移動(dòng)電視和LED廣告等手段,積極宣傳賽事信息和產(chǎn)品,努力打造排球賽事品牌,強(qiáng)化對(duì)消費(fèi)群體的影響。(6)加大對(duì)排球運(yùn)動(dòng)的宣傳力度,努力提高觀眾對(duì)排球運(yùn)動(dòng)的認(rèn)識(shí)程度和參與程度;努力對(duì)排球運(yùn)動(dòng)附屬產(chǎn)品的開(kāi)發(fā),如排球運(yùn)動(dòng)紀(jì)念品、畫冊(cè)、排球動(dòng)漫、明星簽字產(chǎn)品等。
[Abstract]:Volleyball sport is of great significance for the Chinese. In the 80 's of the 20th century, Chinese women's volleyball team won the difficult situation "Five-crown" A great monument has been built in the hearts of our people. After that, Chinese women's volleyball team is in a period of ups and downs. At the end of 1996, the China Association of Chinese Volleyball (China Association) made institutional reforms and pushed the volleyball league to the market, breaking through the traditional mode of sports. From the sports event, the audience is the consumer, is the buyer main body of the competition market, is the most important link in the commodity circulation process. Whether the value of goods can be realized depends on the buyer's number and its ability to realize commodity exchange. The number of field audiences directly affects the club's income and is also a key factor in determining the sustainability of the event. However, the number of audiences in China's volleyball match is not optimistic. "There is no city." This is an important factor restricting the development of volleyball games in China, and directly affects the marketization and industrialization of volleyball league. It can be seen that the study of sports consumption and influential factors in the field of volleyball matches is an urgent matter. By using the methods of literature, questionnaire, expert interview, mathematical statistics, logic analysis and comparative analysis, the present situation of sports consumption in the field audience was carried out by the field audience of Chinese men, women's volleyball championship and Grand Prix in 2010. The paper analyzes the consumption situation of the audience in volleyball, and deeply analyzes the sports consumption of the audience from the aspects of population structure, social stratum, cultural factor, economic factor, family factor, sports consumption environment and mass media. Study and explore the rapid development of volleyball games The results show that: (1) In the field audience, there are more males than females, and there is a significant difference; the number of young people is more than that of middle-aged and middle-aged people, and the number of middle-aged and elderly people is the least; students, science and education personnel, state or enterprise managers and staff of the company constitute the audience. The main occupation of the audience; the educational background level of the audience is higher, the number of viewers in college or above accounts for 49. 8%, the income level of the audience is low, the monthly income is below 1000 yuan, the number of viewers is the highest, followed by the income at 1001-200 0 yuan audience. (2) The attitude of the field audience sports consumption is clear, the awareness of sports consumption is higher; the sports consumption motivation of the site audience is mainly: enriching the physical and mental life, strengthening the body, and relieving the physical and mental pressure. Disease prevention and disease-dispelling and so on. Sports consumption motivation is diversified. Sex and difference. (3) The annual sports consumption level of the audience needs to be Further improvement. The annual sports consumption amount is between 201 and 500 yuan, accounting for 25.9%; secondly, the consumption amount is between 101 and 200 yuan. 21. 6%. The amount of audience used for volleyball sports related consumption is mainly concentrated in The audience is more inclined to physical sport consumption, participatory and ornamental sports consumption. The level of the audience is low. The consumption of the audience in volleyball is low, mainly in physical type sports consumption, participation and viewing Consumption is lower. (4) Social class and audience participate in sports consumption. In the upper layer, the on-site audience in the upper and middle layers has a higher specific gravity in the consumption related to the volleyball movement, and is in the middle class and the audience at the following levels. (5) The level of economic development is relatively good, the consciousness of sports consumption is high, but the enthusiasm of the government to carry out the volleyball sport is not enough; the volleyball sports venues in the community are insufficient and the volleyball movement is lacking Body-building instructors, lack of knowledge about volleyball sports, insufficient teaching of technology, volleyball sports culture The atmosphere of volleyball is lighter. (6) Volleyball sport is low in the family sports, and the leisure time of the audience is insufficient, which restricts the time and participation of the audience in sports activities. (7) The organization and management level of volleyball matches needs to be improved; the content of the competition products is relatively single; the incidental product development of volleyball sports is disadvantageous, especially the volleyball sports related products and markets with Chinese characteristics; the level of volleyball matches needs to be improved. (8) The mass media has a significant correlation with the audience's implementation of sports consumption, and the mode of obtaining the information about volleyball matches is more traditional, network, mobile media and other emerging media applications. Recommendation: (1) Expand the attention of women's groups to volleyball, and actively guide women's groups in the row To improve the professional structure of the audience, to improve the interests and interests of the professional staff to the volleyball sport, to improve the market share of the volleyball sport in various professional groups, especially in the middle of the development. (2) Perfect the structure of sports consumption in the field, keep the audience on the basis of physical sport consumption, improve the audience's participation in sports consumption and watch The specific gravity of sports consumption. (3) Actively introduce foreign aid and improve the level of competition; meanwhile, in the course of the competition, it will be flexible and diversified. Attractive activities. For example, inter-office exercises, lottery activities, star signature souvenirs, and post-match athletes (4) improving the working efficiency and obtaining more leisure time on the basis of maintaining the reasonable workload of the audience; simultaneously, carrying out various forms of entertainment on the volleyball sport so as to improve the volleyball movement; Position in family sports. (5) Make full use of the advantages of new media such as network and mobile phone Sub-product Pole-to-Media Cooperation In the meantime, keep the propaganda of "Three Major Media" on volleyball sports, actively use the means of network, mobile phone media, mobile TV and LED advertisement, actively promote the event information and products, strive to create volleyball match brand, strengthen (6) Strengthen the publicity of volleyball sports, improve the audience's awareness degree and degree of participation in volleyball sports; try to develop the subsidiary products of volleyball sports, such as volleyball sports souvenirs, basketball games and volleyball anime
【學(xué)位授予單位】：蘇州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：G812
本文編號(hào)：2257435
[Abstract]:Volleyball sport is of great significance for the Chinese. In the 80 's of the 20th century, Chinese women's volleyball team won the difficult situation "Five-crown" A great monument has been built in the hearts of our people. After that, Chinese women's volleyball team is in a period of ups and downs. At the end of 1996, the China Association of Chinese Volleyball (China Association) made institutional reforms and pushed the volleyball league to the market, breaking through the traditional mode of sports. From the sports event, the audience is the consumer, is the buyer main body of the competition market, is the most important link in the commodity circulation process. Whether the value of goods can be realized depends on the buyer's number and its ability to realize commodity exchange. The number of field audiences directly affects the club's income and is also a key factor in determining the sustainability of the event. However, the number of audiences in China's volleyball match is not optimistic. "There is no city." This is an important factor restricting the development of volleyball games in China, and directly affects the marketization and industrialization of volleyball league. It can be seen that the study of sports consumption and influential factors in the field of volleyball matches is an urgent matter. By using the methods of literature, questionnaire, expert interview, mathematical statistics, logic analysis and comparative analysis, the present situation of sports consumption in the field audience was carried out by the field audience of Chinese men, women's volleyball championship and Grand Prix in 2010. The paper analyzes the consumption situation of the audience in volleyball, and deeply analyzes the sports consumption of the audience from the aspects of population structure, social stratum, cultural factor, economic factor, family factor, sports consumption environment and mass media. Study and explore the rapid development of volleyball games The results show that: (1) In the field audience, there are more males than females, and there is a significant difference; the number of young people is more than that of middle-aged and middle-aged people, and the number of middle-aged and elderly people is the least; students, science and education personnel, state or enterprise managers and staff of the company constitute the audience. The main occupation of the audience; the educational background level of the audience is higher, the number of viewers in college or above accounts for 49. 8%, the income level of the audience is low, the monthly income is below 1000 yuan, the number of viewers is the highest, followed by the income at 1001-200 0 yuan audience. (2) The attitude of the field audience sports consumption is clear, the awareness of sports consumption is higher; the sports consumption motivation of the site audience is mainly: enriching the physical and mental life, strengthening the body, and relieving the physical and mental pressure. Disease prevention and disease-dispelling and so on. Sports consumption motivation is diversified. Sex and difference. (3) The annual sports consumption level of the audience needs to be Further improvement. The annual sports consumption amount is between 201 and 500 yuan, accounting for 25.9%; secondly, the consumption amount is between 101 and 200 yuan. 21. 6%. The amount of audience used for volleyball sports related consumption is mainly concentrated in The audience is more inclined to physical sport consumption, participatory and ornamental sports consumption. The level of the audience is low. The consumption of the audience in volleyball is low, mainly in physical type sports consumption, participation and viewing Consumption is lower. (4) Social class and audience participate in sports consumption. In the upper layer, the on-site audience in the upper and middle layers has a higher specific gravity in the consumption related to the volleyball movement, and is in the middle class and the audience at the following levels. (5) The level of economic development is relatively good, the consciousness of sports consumption is high, but the enthusiasm of the government to carry out the volleyball sport is not enough; the volleyball sports venues in the community are insufficient and the volleyball movement is lacking Body-building instructors, lack of knowledge about volleyball sports, insufficient teaching of technology, volleyball sports culture The atmosphere of volleyball is lighter. (6) Volleyball sport is low in the family sports, and the leisure time of the audience is insufficient, which restricts the time and participation of the audience in sports activities. (7) The organization and management level of volleyball matches needs to be improved; the content of the competition products is relatively single; the incidental product development of volleyball sports is disadvantageous, especially the volleyball sports related products and markets with Chinese characteristics; the level of volleyball matches needs to be improved. (8) The mass media has a significant correlation with the audience's implementation of sports consumption, and the mode of obtaining the information about volleyball matches is more traditional, network, mobile media and other emerging media applications. Recommendation: (1) Expand the attention of women's groups to volleyball, and actively guide women's groups in the row To improve the professional structure of the audience, to improve the interests and interests of the professional staff to the volleyball sport, to improve the market share of the volleyball sport in various professional groups, especially in the middle of the development. (2) Perfect the structure of sports consumption in the field, keep the audience on the basis of physical sport consumption, improve the audience's participation in sports consumption and watch The specific gravity of sports consumption. (3) Actively introduce foreign aid and improve the level of competition; meanwhile, in the course of the competition, it will be flexible and diversified. Attractive activities. For example, inter-office exercises, lottery activities, star signature souvenirs, and post-match athletes (4) improving the working efficiency and obtaining more leisure time on the basis of maintaining the reasonable workload of the audience; simultaneously, carrying out various forms of entertainment on the volleyball sport so as to improve the volleyball movement; Position in family sports. (5) Make full use of the advantages of new media such as network and mobile phone Sub-product Pole-to-Media Cooperation In the meantime, keep the propaganda of "Three Major Media" on volleyball sports, actively use the means of network, mobile phone media, mobile TV and LED advertisement, actively promote the event information and products, strive to create volleyball match brand, strengthen (6) Strengthen the publicity of volleyball sports, improve the audience's awareness degree and degree of participation in volleyball sports; try to develop the subsidiary products of volleyball sports, such as volleyball sports souvenirs, basketball games and volleyball anime
【學(xué)位授予單位】：蘇州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：G812
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