上海上港足球俱乐部球迷消费偏好的研究

发布时间：2019-05-06 22:38

【摘要】：近年来,我国体育产业迅速发展,足球产业作为领头羊,其市场化进程不断加快,以中超联赛为代表的职业足球联赛日益火爆,球迷上座率不断攀升,日益繁荣的球迷市场蕴藏着巨大的开发潜力。其中,球迷作为职业足球俱乐部服务与产品的消费者,在足球俱乐部的发展中具有至关重要的作用,所以,充分了解球迷的消费偏好,满足球迷的消费需求是俱乐部长期健康发展的必然要求。上海市作为我国的经济中心,要打造体育赛事之都,居民的收入水平较高,体育消费意识和能力都比较好,随着余暇时间的不断增加,球迷消费的趋势将不断加快。上海上港足球俱乐部作为上海市的一支中超球队,近年来投入巨大,通过引进知名球员和教练等措施迅速提升了球队的成绩和知名度,吸引了众多上海球迷的关注,到上海上港主场观赛的球迷人数不断增加。因此,研究上海上港足球俱乐部的球迷消费偏好,并依据其球迷消费偏好的特征和影响因素提出相应的措施,对上海上港足球俱乐部的发展具有一定的积极作用;同时,通过对上海上港球迷消费偏好的总结归纳升华出对其他职业足球俱乐部的启示。总之,随着我国职业足球联赛的不断发展,对球迷消费偏好的研究具有迫切性和必要性。本文运用微观经济学、消费者行为学、管理学、心理学等学科的理论和方法,在理论阐述和相关概念界定的基础上,以上海上港足球俱乐部球迷为实证研究对象,通过问卷调查的方式获取第一手数据资料,探讨分析了上海上港足球俱乐部球迷消费偏好的特征以及球迷消费偏好的影响因素,得出以下结论:第一,通过描述性统计分析的方法,对上海上港足球俱乐部球迷的观赛意向、消费行为等方面的偏好特征作了论述,具体包括上海上港球迷观赛的态度比较积极,观赛欲望比上赛季强烈,观赛动机以支持俱乐部和球员为主,观赛体验偏向于球队获胜,以网上购票为主的购票形式,以球迷服装用品为主球迷产品消费,首要考虑球迷产品的纪念性等偏好特征。第二,运用李克特五级量表对上海上港球迷消费偏好的影响因素进行探索性因子分析,提取出“赛事吸引”、“品牌形象”、“赛场建设”以及“消费成本”四个公因子,其中“赛事吸引”因子的方差贡献率最高,是影响球迷消费偏好的最重要因素,而“消费成本”因子对球迷消费偏好的影响较小。此外,通过方差分析等对不同背景变量下的球迷消费偏好差异进行了探讨。第三,在球迷消费偏好分析研究的基础上,基于上海上港足球俱乐部球迷消费偏好特征和球迷消费偏好影响因素两方面,针对性提出采取提高赛事观赏水平、塑造俱乐部品牌形象、完善赛场服务设施、提高观赛体验效果、加强球迷互动体验、采取灵活定价策略、开发多样球迷产品等措施。并在此基础上总结出对其他足球俱乐部发展的启示,包括提升赛事吸引力、完善赛场建设、提高品牌形象、多元化发展等拓展球迷消费市场的相应对策。
[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.
【学位授予单位】：上海体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G80-05

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