中国足球超级联赛俱乐部球迷忠诚度研究

发布时间：2018-01-05 09:44

本文关键词：中国足球超级联赛俱乐部球迷忠诚度研究　出处：《山东大学》2016年硕士论文　论文类型：学位论文

【摘要】：长期以来,中国足球的水平一直难以满足广大球迷的要求。在2004年中国国家队获得亚洲杯亚军以后,在长达十年的时间里,中国足球水平停滞不前。跟国家队长期处于低迷形成对比,中国的职业联赛却实现了快速发展。众所周知,职业联赛是发展足球运动的基础。2004年,中国足球超级联赛(Chinese Super League)诞生,经过十年的探索和发展,中超联赛迎来了空前的市场繁荣,各俱乐部表现出了极大的投资热情,巨额资金的球员交易屡见不鲜。在职业联赛中,俱乐部是运作的单元,球迷是俱乐部赖以生存的基石。虽然中超联赛的俱乐部迎来股东投资的热潮,但联赛俱乐部品牌建设和球迷基础依然比较薄弱,这导致俱乐部难以实现盈利。为了联赛和俱乐部的长期健康发展,俱乐部和联赛管理者应当着力培育大批高度忠诚的球迷,才能为俱乐部带来底蕴和可观的经济收益。国内极少有体育营销领域的实证研究。本文以中超联赛的忠诚球迷为研究对象,探索俱乐部品牌联想、球迷卷入和球迷忠诚之间的关系。作者在前人研究的基础上,提出了俱乐部品牌联想、球迷卷入两个自变量共同影响球迷忠诚的理论模型。本文采用国外成熟量表进行修改并形成问卷,通过对中超联赛俱乐部球迷群体进行抽样调查获取数据,运用SPSS和AMOS等统计分析软件对数据进行实证统计分析,得到了中国足球超级联赛球迷忠诚的影响机制。根据数据的实证分析结果,本文认为品牌联想中的球队成绩、主教练、标识设计、球队传统、球迷认同、怀旧和地域荣耀以及球迷卷入中的愉悦型卷入和符号型卷入对球迷忠诚的态度层面(心理承诺)有着正向的显著影响；心理承诺对行为忠诚具有正向的显著影响。最后,本文结合根据中超联赛的发展情况,就俱乐部和联赛管理者如何加强品牌建设,提高球迷卷入的程度,总结出相应的管理启示,以期为其在未来的运营和发展上提供理论支持和实践指导。
[Abstract]:The level of Chinese football has long been difficult to meet the demands of the majority of fans, after China's national team won the Asian Cup runner-up in 2004, for up to a decade. The level of Chinese football has stagnated. In contrast to the national team's long-term downturn, China's professional league has achieved rapid development. As we all know, the professional league is the basis for the development of football. 2004. After ten years of exploration and development, the Chinese Super League has ushered in an unprecedented market boom. The clubs have shown great enthusiasm for investment, huge sums of money player transactions are common. In the professional league, the club is the unit of operation. Fans are the cornerstone of the survival of the club. Although the club in the Super League usher in a wave of shareholder investment, but the league club brand building and fan base is still relatively weak. This makes it difficult for clubs to make profits. For the long-term healthy development of the league and clubs, club and league managers should focus on cultivating a large number of highly loyal fans. Only then can bring the club the inside information and the considerable economic profit. The domestic few has the sports marketing domain empirical research. This article takes the Chinese Super League loyal fans as the research object, explores the club brand association. The relationship between fans' involvement and fans' loyalty. The author puts forward the association of club brands on the basis of previous studies. This paper adopts the foreign mature scale to revise and form the questionnaire, and obtains the data by sampling the club fans in the Chinese Super League. Using the statistical analysis software such as SPSS and AMOS, this paper makes an empirical statistical analysis of the data, and obtains the influence mechanism of football Super League fan loyalty. According to the results of empirical analysis of the data. This article thinks the brand association in the team achievement, the coach, the logo design, the team tradition, the fan approval. Nostalgia and regional glory, as well as pleasure involvement and symbolic involvement in fans' involvement, have a significant positive effect on the attitude (psychological commitment) of fans' loyalty; Psychological commitment has a significant positive impact on behavioral loyalty. Finally, according to the development of the Chinese Super League, this paper discusses how the club and league managers to strengthen brand building, improve the degree of fans involved. In order to provide theoretical support and practical guidance for its future operation and development, this paper summarizes the corresponding management enlightenment.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：G843

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