體育市場營銷學(xué)(雙語)5-understanding-spectators-as-consumeT課件

CHAPTER5UnderstandingSpectatorsAsConsumersFengJing

CHAPTER5UnderstandingSpectat1QuestionsHaveyoueverattendedasportsevent?ThinkaboutamomentthatyoudecidedtoattendasportseventWhyyoufinallydecidedtoattendasportsevent?Whatinfluencedyoutomakethisdecision?QuestionsHaveyoueverattende2CHAPTEROBJECTIVES

UnderstandthesimilaritiesanddifferencesbetweenspectatorsandparticipantmarketsDescribetheeightbasicfanmotivationfactorsExplainhowgameattractiveness,economicfactors,andcompetitivefactorsrelatetogameattendanceDescribethedemographicprofileofspectatorsandexplainthechangingroleofwomenasspectatorsUnderstandtherelationshipbetweenstadiumfactorsandgameattendanceDiscussthecomponentsofthesportscapemodelDescribethemultiplevaluesofsporttothecommunityExplainsportinvolvementfromaspectator’sperspectiveDiscussthemodeloffanidentificationCHAPTEROBJECTIVESUnderstand3Twokeypointsneedtobeaddressed.First,themodelofparticipantconsumptionbehaviordiscussedinChapter5canalsobeappliedtospectator.Thesecondkeypointaddressesthebasisforconsideringspectatorsandparticipantsastwoseparatemarkets.Twokeypointsneedtobeaddr4BasketballparticipantsGolfspectatorsTherelationbetweenaudienceandparticipantGolfparticipantsBasketballaudienceAutoracingaudienceAutoracingparticipantsRunningparticipantsRunningaudience84%overlap81%overlapVerylittleoverlapBarelyoverlapTherelationbetweenaudience5Whatarethedifferencesbetweenspectatorsandparticipants?Table5.1,Page141Whatarethedifferencesbetwe6體育市場營銷學(xué)(雙語)5-understanding-spectators-as-consumeT課件7FactorsinfluencingattendanceFanmotivationGameattractivenessEconomicfactorsCompetitivefactorsDemographicfactors(人口統(tǒng)計因素)StadiumfactorsValueofsporttothecommunity(體育對社會的價值)SportsinvolvementFanidentificationFactorsinfluencingattendance8

Self-esteemenhancement

entertainmentvalueDiversionfromeverydaylife

Eustress(良性應(yīng)激)

EconomicvalueFanmotivation(體育迷動機因素)

Fanmotivation(體育迷動機因素)

Aesthetic

FigureskatingRhythmicgymnastics

Needforaffiliation

(歸屬需要）

Familyties

(家庭紐帶）Self-esteemenhancemententer9Gameattractiveness(比賽吸引力)

Gameattractiveness(比賽吸引力)

10Economicfactors(經(jīng)濟因素)ControllablefactorsPriceofticketsPerceivedvalue（感知價值）

ofthesportsproductstarwinning

每增加一個百分點的勝率就會在那個賽季多吸引32000名體育迷，并在下個賽季吸引25000名體育迷。棒球職業(yè)聯(lián)賽的平均票價每增加1美元，就會減少大約180000名出席人數(shù)。一個一般隊員的離去可能花去48000張門票的銷售，當一個明星球員離開時，可能有84000張門票賣不出去。

UncontrollablefactorsAverageincomeofthepopulationEconomichealthofthecountryEconomicfactors(經(jīng)濟因素)Control11Competitivefactors(競爭因素)DirectcompetitionSubstitute(替代）productsIndirectcompetitionCompetitivefactors(競爭因素)Dire12Demographicfactors(人口統(tǒng)計因素)Suchaspopulation,age,gender,education,occupation,andethnicbackground,arealsofoundtoberelatedtogameattendance.Althoughthenumberofwomenattendingsportingeventsisgreaterthanbefore,malesarestillmorelikelytobeinattendance.Menappearmorehighlyinvolvedintelevisedsports.Demographicfactors(人口統(tǒng)計因素)Su13Stadiumfactors(體育場因素)

Parkingthatcostslessthan$8andticketsunder$25eachAdequateparkingorconvenientpublictransportationAsafe,comfortableseatthatyoucanbuyjustaweekbeforethegameReasonablepricedsnackfoodsHometeamwithawinningrecordAclosescoreAhometownstarwhoisgenerallyregardedasbeingamongthesports’best10playersReasonablepricedsouvenirsAgamethatendsinlessthan3hoursAwidevarietyofsnackfoods

摘自IRC調(diào)查小組為《金錢》雜志實施的調(diào)查Stadiumfactors(體育場因素)

Parkin14體育風(fēng)景Sportscape（體育風(fēng)景）referstothephysicalsurroundingsofthestadiumthataffectspectatorsdesiretostayatthestadiumandultimatelyreturntothestadium.StadiumaccessFacilityaestheticsScoreboardqualitySeatingcomfortLayoutaccessibilitySpaceallocationpleasurePerceivedcrowdingsignageDesiretostayRe-patronageSportscapefactorsAffectiveresponsesBehavioralresponses5.2modelofsportscape體育風(fēng)景Sportscape（體育風(fēng)景）referst15體育市場營銷學(xué)(雙語)5-understanding-spectators-as-consumeT課件16豪華包廂豪華包廂17QwestField體育場的豪華包廂

QwestField體育場的豪華包廂18體育場貴賓包廂體育場貴賓包廂19俱樂部坐席休息室俱樂部坐席休息室20Valueofsporttothecommunity

5.3eightvaluedimensionsofsporttothecommunityCommunitysolidarityPublicbehaviorpastimeecstasyExcellencepursuitSocialequityHealthawarenessIndividualqualityBusinessopportunityValueofsporttothecommunit21Sportsinvolvement

Sportsinvolvement

istheperceivedinterestinandpersonalimportanceofsportstoanindividualattendingsportingeventsorconsumingsportthroughsomeothermedium.Sportsinvolvement

Sportsinv22FanidentificationFanidentificationisdefinedasthepersonalcommitmentandemotionalinvolvementcustomershavewithasportsorganization.管理關(guān)聯(lián)球隊特性組織特性從屬關(guān)系特性活動特性體育迷情節(jié)低（社會的）中（集中的）高（歸屬的）管理益處降低價格敏感性降低結(jié)果績效敏感性圖6-3體育迷情節(jié)模型FanidentificationFanidentif23KeytermsandconceptsAestheticvalue美學(xué)價值Demographicfactors人口統(tǒng)計因素Diversionfromeverydaylife遠離日常生活Economicfactors經(jīng)濟因素Economicvalue經(jīng)濟價值entertainmentvalue娛樂價值Eustress良性壓力Facilityaesthetic