我国排球赛事现场观众体育消费的现状调查与影响因素研究

发布时间：2018-10-08 16:21

【摘要】：排球运动对于国人来讲,意义非凡。在20世纪80年代,我国女排在艰难的环境下取得“五连冠”的佳绩,在国人心中树起了一座丰碑。之后,我国女排长期处于跌宕起伏的时期。中国排协于1996年底进行体制改革,将排球联赛推向了市场,突破传统的操办体育的模式。从体育赛事来讲,观众就是消费者,是竞赛市场的买方主体,是商品流通过程中最重要的环节。商品的价值能否实现,关键在于买方的多少及其能否实现商品交换。现场观众数量的多少直接影响着俱乐部的收入,也是决定赛事可持续性的关键因素。然而,现在我国排球赛事的现场观众人数一直不容乐观,出现“有球无市”的现象,这是制约我国排球赛事发展的重要因素,并直接影响到排球联赛的市场化和产业化。可见,对排球赛事现场观众体育消费情况以及影响因素的研究是当务之急。本文运用文献资料法、问卷调查法、专家访谈法、数理统计法、逻辑分析法和比较分析法等方法,以2010年我国男、女排锦标赛和大奖赛的现场观众作为研究对象,对现场观众的体育消费现状进行分析,同时对观众在排球方面的消费情况进行研究;从人口结构、社会阶层、文化因素、经济因素、家庭因素、体育消费环境和大众传媒等因素,对现场观众的体育消费情况进行深度研究,探索促进排球赛事快速发展的方法。研究结果表明:(1)现场观众中,男性多于女性,且有显著性差异;青少年人数多于中青年人数,中老年人数最少;学生、科教卫人员、国家或企业管理人员和公司职员是构成现场观众的主要职业;观众的学历层次较高,学历在大专及其以上的观众人数占49.8%;观众的收入水平较低,月收入在1000元以下的观众人数最多,其次是收入在1001-2000元的观众。(2)现场观众体育消费的态度较为明确,对体育消费的认识较高;现场观众的体育消费动机主要为:丰富业余生活、强身健体、缓解身心压力、防病祛病等。体育消费动机呈现多样性和差异性。(3)观众的年体育消费水平有待进一步提高。年体育消费金额在201-500元之间的观众,占25.9%;其次是消费金额在101-200元之间的观众占21.6%。观众用于排球运动相关消费的金额主要集中在50元以下。观众更倾向于实物型体育消费,参与型和观赏型体育消费的水平较低。观众在排球方面的消费较低,主要是实物型体育消费,参与型和观赏性消费更低。(4)社会阶层与观众参与体育消费有显著相关性。处于上层、中上层的现场观众在排球运动相关的消费中,消费的比重较高;处于中间阶层及其以下阶层的现场观众消费比例较低。(5)观众生活的地方,经济发展程度相对较好,体育消费意识也较高,但是政府对开展排球运动的积极性不够;社区中排球运动场馆不足,缺乏排球运动健身指导员,对排球运动知识的宣传和技术的传授不足,排球运动文化的氛围较淡。(6)排球运动在家庭体育中开展的程度较低,并且观众的闲暇时间不足,制约着观众参与体育活动的时间和参与体育消费的可能性。(7)排球赛事的组织和管理水平有待提高;赛事产品的内容较为单一,排球运动的附带产品开发不利,特别是具有中国特色的排球运动相关产品和市场没有起色;排球赛事水平有待进一步提高。(8)大众传媒与观众实施体育消费呈显著相关性,观众获得排球赛事信息的方式较为传统,网络、手机媒体等新兴媒体应用的程度不高。建议:(1)扩大女性群体对排球赛事的关注度,积极引导女性群体在排球赛事方面的消费。完善观众的职业结构,努力提高各职业人员对排球运动的兴趣和爱好,提高排球运动在各个职业群体中的市场占有率,尤其是要重点开发中间阶层观众的参与率。(2)完善现场观众体育消费的结构,保持观众在实物型体育消费的基础上,提高观众在参与型体育消费和观赏型体育消费的比重。(3)积极引进外援,提高赛事水平;同时在赛事过程中,开展灵活多样、具有吸引力的活动。比如:局间开展啦啦操、抽奖活动、明星签名纪念品的发放,以及赛后进行运动员和观众的交流会等。(4)在保持观众合理工作量的基础上,提高工作效率,获得更多的闲暇时间;同时要对排球运动进行多种娱乐形式的探究,提高排球运动在家庭体育中的地位。(5)充分利用网络、手机等新兴媒体的优势,积极与媒体合作。保持“三大媒体”对排球运动的宣传力度的同时,积极采用网络、手机媒体、移动电视和LED广告等手段,积极宣传赛事信息和产品,努力打造排球赛事品牌,强化对消费群体的影响。(6)加大对排球运动的宣传力度,努力提高观众对排球运动的认识程度和参与程度;努力对排球运动附属产品的开发,如排球运动纪念品、画册、排球动漫、明星签字产品等。
[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
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：G812

【参考文献】