2016-2017赛季全国排球联赛市场发展研究

发布时间：2018-01-10 03:07

本文关键词：2016-2017赛季全国排球联赛市场发展研究　出处：《郑州大学》2017年硕士论文　论文类型：学位论文

【摘要】：排球运动作为竞技体育的重要组成部分,在我国三大球运动中成绩最好,同时是目前三大球中市场发展最不理想的,这对排球联赛市场未来的发展既是机遇又是挑战。国务院在2014年10月印发了《关于加快发展体育产业促进体育消费的若干意见》,对体育产业的发展给予了政策方面的支持,重点强调:体育产业是未来经济转型的主要产业,并全方位的部署了体育产业的发展,指出体育产业发展的目标和方向,这对于排球市场的开拓发展指出了新的方向和思路。伴随着2015年的女排世界杯比赛中国队夺得冠军、2016年奥运会中国女排时隔12年再次夺得奥运会冠军,重回世界之巅,人们对于排球运动的热情再次点燃。而与此形成鲜明对比的是全国排球联赛2015-2016赛季遭遇罕见的冷遇,联赛没有冠名商,这样鲜明的对比使社会各界再次关注到全国排球联赛的现状。针对这一现象本文通过文献资料法、调查法、SWOT分析法、数理统计法,从排球联赛市场的四个方面分别进行分析,目的在于达到对联赛市场的重新认识,对联赛开发和推广有新的思路的转变,并在结合当前排管中心改革思路等基础上,对全国排球联赛市场方面进行系统梳理和分析,对全国排球联赛市场发展提出可行性建议。通过调查分析得出结论如下:一联赛竞赛市场,新赛季中运动员的二次转会,提高比赛的观赏性和对抗性,优秀运动员的转会,缩短了参赛队整体实力的差距;高水平外援的引进,有利于提高中国排球联赛的知名度;全明星赛的重新开始不仅进一步提高了联赛的影响力和知名度,还有利于进一步开发竞赛活动市场。二联赛服务市场,新的赞助模式影响着未来排球联赛赞助商的数量和质量;门票价格较以往赛季有大幅度的提升,观众受门票价格影响较小;19个主场赛区票务市场相差巨大,个别赛区出现“有球无市”的现状。三联赛传媒市场,微博、微信平台成为赛事宣传的主力;新赛季对赛事转播的渠道多样化,新媒体对赛事的转播场次最多,吸引大量观众量;新赛季对联赛新闻报道呈阶段性的发布。四联赛用品市场,需要建立联赛商品营销观念,开拓市场;现有联赛商品缺乏球队标识,商品数量和种类欠缺,价格定位有待商榷。五全国排球联赛的优势是排球运动成绩优异,女排精神影响深远,我国拥有巨大的排球联赛潜在观众市场。劣势是主要电视媒体对联赛播出的时段不合理,转播场次较少;缺乏俱乐部经营人才和专业体育经纪人;俱乐部建设不完善,缺乏开发经营;部分主场城市偏远。六全国排球联赛存在的机遇是新赛季排球联赛迎来了许多的改革与发展,排球学院的成立有利于排球联赛的推广和营销,体育职业化得到重视。挑战是其他体育联赛争夺市场,部分联赛主场城市体育氛围不足,联赛没有形成特色的项目品牌。
[Abstract]:Volleyball, as an important part of competitive sports, has the best results in the three big balls in our country. At the same time, it is the most unsatisfactory development of the market in the three big balls at present. This is both an opportunity and a challenge to the future development of the volleyball league market. In October 2014, the State Council issued several opinions on speeding up the Development of Sports Industry and promoting Sports consumption. Give policy support to the development of sports industry, emphasize: sports industry is the main industry of economic transformation in the future, and the overall deployment of the development of sports industry. Pointed out the goal and direction of the development of sports industry, which pointed out a new direction and ideas for the development of volleyball market. With the women's volleyball World Cup competition in 2015, the Chinese team won the championship. In 2016, the Chinese women's volleyball team won the Olympic championship again after 12 years, returning to the top of the world. The enthusiasm for volleyball has reignited. By contrast, the National Volleyball League has suffered a rare cold reception during the 2015-2016 season, with no name quotient. This sharp contrast makes all walks of life again pay attention to the current situation of the national volleyball league. In view of this phenomenon, this paper through the literature method, investigation method SWOT analysis, mathematical statistics. From the volleyball league market four aspects of the analysis, the purpose is to achieve a new understanding of the league market, league development and promotion of new ideas. And in combination with the current management center reform ideas on the basis of the national volleyball league league market systematically combed and analyzed. Through the investigation and analysis of the development of the national volleyball league market put forward feasible suggestions. The conclusions are as follows: the first league competition market, the new season in the second transfer of athletes, improve the appreciation of the match and antagonism. The transfer of outstanding athletes, shortened the gap between the overall strength of the team; The introduction of high-level foreign aid will help to improve the popularity of China Volleyball League; The new start of the All-Star Game not only improves the influence and popularity of the league, but also helps to further develop the market of competition activities and the service market of the second league. The new sponsorship mode affects the quantity and quality of the future volleyball league sponsors. Ticket prices compared with previous seasons have a significant increase, the audience is less affected by ticket prices; There is a huge difference between the ticket market in 19 home areas, and the present situation of "no ball and no market" appears in individual competition areas. The three league media markets, Weibo, WeChat platform become the main force of the event publicity; In the new season, the channel of broadcasting the event is diversified, and the new media has the largest number of events, attracting a large number of viewers; In the new season, the news reports of the league matches are released in stages. The market of the four league matches need to establish the marketing concept of the league and open up the market. The existing league lack of team logo, the number and types of commodities, price positioning to be discussed. Five National Volleyball League advantage is excellent volleyball performance, women's volleyball spirit far-reaching impact. China has a huge potential audience market in volleyball league. The disadvantage is that the main TV media broadcast the league irrationally and the number of matches is less; Lack of club management talents and professional sports agents; Club construction is not perfect, lack of development and management; Part of the home city remote. Six National Volleyball League exists the opportunity is the new season of volleyball leagues ushered in a lot of reform and development, the establishment of volleyball academy is conducive to the promotion and marketing of volleyball league. The challenge of sports professionalization is that other sports leagues compete for the market, some leagues do not have enough sports atmosphere at home, and the league does not form special project brands.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G842

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