体育市场营销学(双语)5-understanding-spectators-as-consumeT课件

CHAPTER5UnderstandingSpectatorsAsConsumersFengJing

CHAPTER5UnderstandingSpectat1QuestionsHaveyoueverattendedasportsevent?ThinkaboutamomentthatyoudecidedtoattendasportseventWhyyoufinallydecidedtoattendasportsevent?Whatinfluencedyoutomakethisdecision?QuestionsHaveyoueverattende2CHAPTEROBJECTIVES

UnderstandthesimilaritiesanddifferencesbetweenspectatorsandparticipantmarketsDescribetheeightbasicfanmotivationfactorsExplainhowgameattractiveness,economicfactors,andcompetitivefactorsrelatetogameattendanceDescribethedemographicprofileofspectatorsandexplainthechangingroleofwomenasspectatorsUnderstandtherelationshipbetweenstadiumfactorsandgameattendanceDiscussthecomponentsofthesportscapemodelDescribethemultiplevaluesofsporttothecommunityExplainsportinvolvementfromaspectator’sperspectiveDiscussthemodeloffanidentificationCHAPTEROBJECTIVESUnderstand3Twokeypointsneedtobeaddressed.First,themodelofparticipantconsumptionbehaviordiscussedinChapter5canalsobeappliedtospectator.Thesecondkeypointaddressesthebasisforconsideringspectatorsandparticipantsastwoseparatemarkets.Twokeypointsneedtobeaddr4BasketballparticipantsGolfspectatorsTherelationbetweenaudienceandparticipantGolfparticipantsBasketballaudienceAutoracingaudienceAutoracingparticipantsRunningparticipantsRunningaudience84%overlap81%overlapVerylittleoverlapBarelyoverlapTherelationbetweenaudience5Whatarethedifferencesbetweenspectatorsandparticipants?Table5.1,Page141Whatarethedifferencesbetwe6体育市场营销学(双语)5-understanding-spectators-as-consumeT课件7FactorsinfluencingattendanceFanmotivationGameattractivenessEconomicfactorsCompetitivefactorsDemographicfactors(人口统计因素)StadiumfactorsValueofsporttothecommunity(体育对社会的价值)SportsinvolvementFanidentificationFactorsinfluencingattendance8

Self-esteemenhancement

entertainmentvalueDiversionfromeverydaylife

Eustress(良性应激)

EconomicvalueFanmotivation(体育迷动机因素)

Fanmotivation(体育迷动机因素)

Aesthetic

FigureskatingRhythmicgymnastics

Needforaffiliation

(归属需要）

Familyties

(家庭纽带）Self-esteemenhancemententer9Gameattractiveness(比赛吸引力)

Gameattractiveness(比赛吸引力)

10Economicfactors(经济因素)ControllablefactorsPriceofticketsPerceivedvalue（感知价值）

ofthesportsproductstarwinning

每增加一个百分点的胜率就会在那个赛季多吸引32000名体育迷，并在下个赛季吸引25000名体育迷。棒球职业联赛的平均票价每增加1美元，就会减少大约180000名出席人数。一个一般队员的离去可能花去48000张门票的销售，当一个明星球员离开时，可能有84000张门票卖不出去。

UncontrollablefactorsAverageincomeofthepopulationEconomichealthofthecountryEconomicfactors(经济因素)Control11Competitivefactors(竞争因素)DirectcompetitionSubstitute(替代）productsIndirectcompetitionCompetitivefactors(竞争因素)Dire12Demographicfactors(人口统计因素)Suchaspopulation,age,gender,education,occupation,andethnicbackground,arealsofoundtoberelatedtogameattendance.Althoughthenumberofwomenattendingsportingeventsisgreaterthanbefore,malesarestillmorelikelytobeinattendance.Menappearmorehighlyinvolvedintelevisedsports.Demographicfactors(人口统计因素)Su13Stadiumfactors(体育场因素)

Parkingthatcostslessthan$8andticketsunder$25eachAdequateparkingorconvenientpublictransportationAsafe,comfortableseatthatyoucanbuyjustaweekbeforethegameReasonablepricedsnackfoodsHometeamwithawinningrecordAclosescoreAhometownstarwhoisgenerallyregardedasbeingamongthesports’best10playersReasonablepricedsouvenirsAgamethatendsinlessthan3hoursAwidevarietyofsnackfoods

摘自IRC调查小组为《金钱》杂志实施的调查Stadiumfactors(体育场因素)

Parkin14体育风景Sportscape（体育风景）referstothephysicalsurroundingsofthestadiumthataffectspectatorsdesiretostayatthestadiumandultimatelyreturntothestadium.StadiumaccessFacilityaestheticsScoreboardqualitySeatingcomfortLayoutaccessibilitySpaceallocationpleasurePerceivedcrowdingsignageDesiretostayRe-patronageSportscapefactorsAffectiveresponsesBehavioralresponses5.2modelofsportscape体育风景Sportscape（体育风景）referst15体育市场营销学(双语)5-understanding-spectators-as-consumeT课件16豪华包厢豪华包厢17QwestField体育场的豪华包厢

QwestField体育场的豪华包厢18体育场贵宾包厢体育场贵宾包厢19俱乐部坐席休息室俱乐部坐席休息室20Valueofsporttothecommunity

5.3eightvaluedimensionsofsporttothecommunityCommunitysolidarityPublicbehaviorpastimeecstasyExcellencepursuitSocialequityHealthawarenessIndividualqualityBusinessopportunityValueofsporttothecommunit21Sportsinvolvement

Sportsinvolvement

istheperceivedinterestinandpersonalimportanceofsportstoanindividualattendingsportingeventsorconsumingsportthroughsomeothermedium.Sportsinvolvement

Sportsinv22FanidentificationFanidentificationisdefinedasthepersonalcommitmentandemotionalinvolvementcustomershavewithasportsorganization.管理关联球队特性组织特性从属关系特性活动特性体育迷情节低（社会的）中（集中的）高（归属的）管理益处降低价格敏感性降低结果绩效敏感性图6-3体育迷情节模型FanidentificationFanidentif23KeytermsandconceptsAestheticvalue美学价值Demographicfactors人口统计因素Diversionfromeverydaylife远离日常生活Economicfactors经济因素Economicvalue经济价值entertainmentvalue娱乐价值Eustress良性压力Facilityaesthetic设施美学Fanidentification体育迷情节Fanmotivation体育迷动机因素Gameattractiveness比赛吸引力Layoutaccessibility布局易于接近Needforaffiliation归属需要Scoreboardquality记分板质量Seatingcomfort座位舒适Self-esteemenhancement提高自尊Signage标记Spaceallocation空间分配Sportinvolvement体育专注Sportscape体育风景Stadiumaccess体育场通路KeytermsandconceptsAestheti24Homework1.Exercise:Interview20studentsandaskthemwhytheyparticipateinsports?2.Reviewandthink:howtodividetheconsumersintodifferentgroups?Whatarethecriteria?Homework1.Exercise:Interview25CHAPTER5UnderstandingSpectatorsAsConsumersFengJing

CHAPTER5UnderstandingSpectat26QuestionsHaveyoueverattendedasportsevent?ThinkaboutamomentthatyoudecidedtoattendasportseventWhyyoufinallydecidedtoattendasportsevent?Whatinfluencedyoutomakethisdecision?QuestionsHaveyoueverattende27CHAPTEROBJECTIVES

UnderstandthesimilaritiesanddifferencesbetweenspectatorsandparticipantmarketsDescribetheeightbasicfanmotivationfactorsExplainhowgameattractiveness,economicfactors,andcompetitivefactorsrelatetogameattendanceDescribethedemographicprofileofspectatorsandexplainthechangingroleofwomenasspectatorsUnderstandtherelationshipbetweenstadiumfactorsandgameattendanceDiscussthecomponentsofthesportscapemodelDescribethemultiplevaluesofsporttothecommunityExplainsportinvolvementfromaspectator’sperspectiveDiscussthemodeloffanidentificationCHAPTEROBJECTIVESUnderstand28Twokeypointsneedtobeaddressed.First,themodelofparticipantconsumptionbehaviordiscussedinChapter5canalsobeappliedtospectator.Thesecondkeypointaddressesthebasisforconsideringspectatorsandparticipantsastwoseparatemarkets.Twokeypointsneedtobeaddr29BasketballparticipantsGolfspectatorsTherelationbetweenaudienceandparticipantGolfparticipantsBasketballaudienceAutoracingaudienceAutoracingparticipantsRunningparticipantsRunningaudience84%overlap81%overlapVerylittleoverlapBarelyoverlapTherelationbetweenaudience30Whatarethedifferencesbetweenspectatorsandparticipants?Table5.1,Page141Whatarethedifferencesbetwe31体育市场营销学(双语)5-understanding-spectators-as-consumeT课件32FactorsinfluencingattendanceFanmotivationGameattractivenessEconomicfactorsCompetitivefactorsDemographicfactors(人口统计因素)StadiumfactorsValueofsporttothecommunity(体育对社会的价值)SportsinvolvementFanidentificationFactorsinfluencingattendance33

Self-esteemenhancement

entertainmentvalueDiversionfromeverydaylife

Eustress(良性应激)

EconomicvalueFanmotivation(体育迷动机因素)

Fanmotivation(体育迷动机因素)

Aesthetic

FigureskatingRhythmicgymnastics

Needforaffiliation

(归属需要）

Familyties

(家庭纽带）Self-esteemenhancemententer34Gameattractiveness(比赛吸引力)

Gameattractiveness(比赛吸引力)

35Economicfactors(经济因素)ControllablefactorsPriceofticketsPerceivedvalue（感知价值）

ofthesportsproductstarwinning

每增加一个百分点的胜率就会在那个赛季多吸引32000名体育迷，并在下个赛季吸引25000名体育迷。棒球职业联赛的平均票价每增加1美元，就会减少大约180000名出席人数。一个一般队员的离去可能花去48000张门票的销售，当一个明星球员离开时，可能有84000张门票卖不出去。

UncontrollablefactorsAverageincomeofthepopulationEconomichealthofthecountryEconomicfactors(经济因素)Control36Competitivefactors(竞争因素)DirectcompetitionSubstitute(替代）productsIndirectcompetitionCompetitivefactors(竞争因素)Dire37Demographicfactors(人口统计因素)Suchaspopulation,age,gender,education,occupation,andethnicbackground,arealsofoundtoberelatedtogameattendance.Althoughthenumberofwomenattendingsportingeventsisgreaterthanbefore,malesarestillmorelikelytobeinattendance.Menappearmorehighlyinvolvedintelevisedsports.Demographicfactors(人口统计因素)Su38Stadiumfactors(体育场因素)

Parkingthatcostslessthan$8andticketsunder$25eachAdequateparkingorconvenientpublictransportationAsafe,comfortableseatthatyoucanbuyjustaweekbeforethegameReasonablepricedsnackfoodsHometeamwithawinningrecordAclosescoreAhometownstarwhoisgenerallyregardedasbeingamongthesports’best10playersReasonablepricedsouvenirsAgamethatendsinlessthan3hoursAwidevarietyofsnackfoods

摘自IRC调查小组为《金钱》杂志实施的调查Stadiumfactors(体育场因素)

Parkin39体育风景Sportscape（体育风景）referstothephysicalsurroundingsofthestadiumthataffectspectatorsdesiretostayatthestadiumandultimatelyreturntothestadium.StadiumaccessFacilityaestheticsScoreboardqualitySeatingcomfortLayoutaccessibilitySpaceallocationpleasurePerceivedcrowdingsignageDesiretostayRe-patronageSportscapefactorsAffectiveresponsesBehavioralresponses5.2modelofsportscape体育风景Sportscape（体育风景）referst40体育市场营销学(双语)5-understanding-spectators-as-consumeT课件41豪华包厢豪华包厢42QwestField体育场的豪华包厢

QwestField体育场的豪华包厢43体育场贵宾包厢体育场贵宾包厢44俱乐部坐席休息室俱乐部坐席休息室45Valueofsporttothecommunity

5.3eightvaluedimensionsofsporttothecommunityCommunitysolidarityPublicbehaviorpastimeecstasyExcellencepursuitSocialequityHealthawarenessIndividualqualityBusinessopportunityValueofsporttothecommunit46Sportsinvolvement

Sportsinvolvement

istheperceivedinterestinandpersonalimportanceofsportstoanindividualattendings