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

1、CHAPTER 5Understanding Spectators As ConsumersFeng JingQuestionsHave you ever attended a sports event?Think about a moment that you decided to attend a sports eventWhy you finally decided to attend a sports event?What influenced you to make this decision?CHAPTER OBJECTIVES Understand the similaritie

2、s and differences between spectators and participant marketsDescribe the eight basic fan motivation factors Explain how game attractiveness,economic factors,and competitive factors relate to game attendanceDescribe the demographic profile of spectators and explain the changing role of women as spect

3、atorsUnderstand the relationship between stadium factors and game attendance Discuss the components of the sportscape modelDescribe the multiple values of sport to the communityExplain sport involvement from a spectators perspectiveDiscuss the model of fan identificationTwo key points need to be add

4、ressed.First,the model of participant consumption behavior discussed in Chapter 5 can also be applied to spectator.The second key point addresses the basis for considering spectators and participants as two separate markets.Basketball participantsGolf spectatorsThe relation between audience and part

5、icipantGolf participantsBasketball audienceAuto racing audienceAuto racing participantsRunning participantsRunning audience84%overlap81%overlapVery little overlapBarely overlapWhat are the differences between spectators and participants?Table 5.1,Page 141Factors influencing attendanceFan motivation

6、Game attractiveness Economic factors Competitive factors Demographic factors(人口统计因素)Stadium factorsValue of sport to the community(体育对社会的价值)Sports involvement Fan identification Self-esteem enhancement entertainment value Diversion from everyday life Eustress(良性应激良性应激)Economic valueFan motivation(体育

7、迷动机因素体育迷动机因素)Fan motivation(体育迷动机因素)Aesthetic Figure skatingRhythmic gymnastics Need for affiliation(归属需要）归属需要）Family ties(家庭纽带）家庭纽带）Game attractiveness(比赛吸引力)Economic factors(经济因素)Controllable factorsPrice of ticketsPerceived value（感知价值）of the sports productstar winning 每增加一个百分点的胜率就会在那个赛季多吸引32000名体

8、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。Uncontrollable factorsAverage income of the populationEconomic health of the countryCompetitive factors(竞争因素)Direct competitionSubstitute(替代）productsIndirect competitionDemographic factors(人口

9、统计因素)Such as population,age,gender,education,occupation,and ethnic background,are also found to be related to game attendance.Although the number of women attending sporting events is greater than before,males are still more likely to be in attendance.Men appear more highly involved in televised spo

10、rts.Stadium factors(体育场因素)Parking that costs less than$8 and tickets under$25 eachAdequate parking or convenient public transportationA safe,comfortable seat that you can buy just a week before the gameReasonable priced snack foodsHome team with a winning recordA close scoreA hometown star who is ge

11、nerally regarded as being among the sports best 10 playersReasonable priced souvenirsA game that ends in less than 3 hoursA wide variety of snack foods 摘自IRC调查小组为金钱杂志实施的调查体育风景Sportscape（体育风景）refers to the physical surroundings of the stadium that affect spectators desire to stay at the stadium and u

12、ltimately return to the stadium.Stadium accessFacility aestheticsScoreboard qualitySeating comfortLayout accessibilitySpace allocationpleasurePerceived crowdingsignageDesire to stayRe-patronageSportscape factorsAffectiveresponsesBehavioral responses5.2 model of sportscape豪华包厢豪华包厢Qwest Field 体育场的豪华包体

13、育场的豪华包厢厢 体育场贵宾包厢俱乐部坐席休息室俱乐部坐席休息室Value of sport to the community 5.3 eight value dimensions of sport to the communityCommunity solidarityPublic behaviorpastime ecstasyExcellence pursuitSocial equityHealth awarenessIndividual qualityBusiness opportunitySports involvement Sports involvement is the perc

14、eived interest in and personal importance of sports to an individual attending sporting events or consuming sport through some other medium.Fan identification Fan identification is defined as the personal commitment and emotional involvement customers have with a sports organization.管理关联管理关联球队特性组织特性

15、从属关系特性活动特性体育迷情节体育迷情节低（社会的）中（集中的）高（归属的）管理益处管理益处降低价格敏感性降低结果绩效敏感性图图6-3 体育迷情节模型体育迷情节模型Key terms and conceptsAesthetic value 美学价值美学价值Demographic factors 人口统计因素人口统计因素Diversion from everyday life 远离日常生活远离日常生活Economic factors 经济因素经济因素Economic value 经济价值经济价值entertainment value 娱乐价值娱乐价值Eustress 良性压力良性压力Facili

16、ty aesthetic 设施美学设施美学Fan identification 体育迷情节体育迷情节Fan motivation 体育迷动机因素体育迷动机因素Game attractiveness 比赛吸引力比赛吸引力Layout accessibility 布局易于接近布局易于接近Need for affiliation 归属需要归属需要Scoreboard quality 记分板质量记分板质量Seating comfort 座位舒适座位舒适Self-esteem enhancement 提高自尊提高自尊Signage 标记标记Space allocation 空间分配空间分配Sport involvement 体育专注体育专注Sportscape 体育风景体育风景Stadium access 体育场通路体育场通路Homework1.Exercise:Interview 20 students and ask them why they participate in sports?2.Review and think:how to divide the consumers into different groups?What are the criteria?