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

CHAPTER

5Understanding

Spectators

As

ConsumersFengJing1QuestionsHave

you

ever

attended

a

sports

event?Think

about

a

moment

that

you

decided

toattend

a

sports

eventWhy

you

finally

decided

to

attend

a

sportsevent?

What

influenced

you

to

makethisdecision?2CHAPTER

OBJECTIVESUnderstand

the

similarities

and

differences

between

spectators

and

participant

marketsDescribe

the

eight

basic

fan

motivation

factorsExplain

how

game

attractiveness,

economic

factors,

and

competitive

factors

relate

to

gameattendanceDescribe

the

demographic

profileof

spectators

and

explain

the

changing

role

of

womenasspectatorsUnderstand

the

relationship

between

stadium

factors

and

game

attendanceDiscuss

the

components

of

the

sportscapemodelDescribe

the

multiple

valuesof

sport

to

the

communityExplain

sport

involvement

from

a

spectator’s

perspectiveDiscuss

the

model

of

fan

identification3Two

key

points

need

to

be

addressed.First,

the

model

of

participant

consumptionbehaviordiscussed

in

Chapter

5

can

also

be

applied

tospectator.The

second

key

point

addresses

the

basis

forconsidering

spectators

and

participants

as

twoseparate

markets.4Golf

spectatorsThe

relation

between

audience

and

participantGolf

participantsBasketball

audienceAuto

racingaudienceAuto

racing

participantsRunningparticipantsRunning

audience84%overlap81%overlapBasketball

participantsVery

little

overlapBarely

overlap5What

are

the

differences

between

spectatorsand

participants?Table

5.1,

Page

14167Factors

influencing

attendanceFan

motivationGame

attractivenessEconomic

factorsCompetitive

factorsDemographic

factors(人口統(tǒng)計因素)Stadium

factorsValue

of

sport

to

the

community(體育對社會的價值)Sports

involvementFan

identification8Self-esteemenhancemententertainmentvalueDiversion

fromeveryday

lifeEustress(良性應(yīng)激)EconomicvalueFan

motivation

(體育迷動機因素)Fan

motivation(體育迷動機因素)AestheticFigure

skatingRhythmic

gymnasticsNeed

foraffiliation(歸屬需要）Family

ties(家庭紐帶）9Game

attractiveness(比吸引力)10Economic

factors(經(jīng)濟因素)Controllable

factorsPrice

ofticketsPerceived

value

（感知價值）

of

the

sports

productstarwinning每增加一個百分點的勝率就會在那個 季多吸引32000名體育迷，并在下個 季吸引25000名體育迷。

棒球職業(yè)聯(lián) 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(dāng)一個明星球員離開時，可能有84000張門票賣不出去。Uncontrollable

factorsAverage

income

of

the

populationEconomic

health

of

the

country11Competitive

factors(競爭因素)Direct

competitionSubstitute(替代）productsIndirect

competition12Demographic

factors(人口統(tǒng)計因素)Such

as

population,

age,

gender,

education,occupation,

and

ethnic

background,

are

alsofound

to

be

related

to

game

attendance.Although

the

number

of

women

attendingsporting

events

is

greater

than

before,

males

arestill

more

likely

to

be

inattendance.Men

appear

more

highly

involved

in

televisedsports.13Stadium

factors(體育場因素)Parking

that

costs

less

than

$8

and

tickets

under

$25eachAdequate

parking

or

convenient

public

transportationA

safe,

comfortable

seat

that

you

can

buy

just

a

week

before

thegameReasonable

priced

snack

foodsHome

team

with

a

winning

recordA

close

scoreA

hometown

star

who

is

generally

regarded

as

being

among

thesports’

best

10playersReasonable

priced

souvenirsA

game

that

ends

in

less

than

3

hoursA

wide

variety

of

snackfoods摘自IRC調(diào)查小組為《金錢》雜志實施的調(diào)查14體育風(fēng)景Sportscape

（體育風(fēng)景）

refers

to

the

physical

surroundingsof

the

stadium

that

affect

spectators

desire

to

stay

at

thestadium

and

ultimately

return

to

the

stadium.Stadium

accessFacility

aestheticsScoreboard

qualitySeating

comfortLayout

accessibilitySpace

allocationpleasurePerceived

crowdingsignageDesire

to

stayRe-patronageSportscape

factorsAffectiveresponsesBehavioral

responses5.2

model

ofsportscape1516豪華包廂17廂18體育場貴賓包廂19俱樂部坐席休息室20Value

of

sport

to

thecommunity5.3

eight

value

dimensions

of

sport

to

thecommunityCommunity

solidarityPublic

behaviorpastime

ecstasyExcellence

pursuitSocial

equityHealth

awarenessIndividual

qualityBusiness

opportunity21Sports

involvementSports

involvement is

the

perceived

interest

in

andpersonalimportance

of

sports

to

an

individual

attending

sporting

eventsor

consuming

sport

through

some

othermedium.22Fan

identificationFan

identification

is

defined

as

the

personal

commitment

andemotional

involvement

customers

have

with

a

sportsorganization.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23Key

terms

and

conceptsAesthetic

value

美學(xué)價值Demographic

factors

人口統(tǒng)計因素設(shè)施美學(xué)

體育迷情節(jié)比 吸引力布局易于接近歸屬需要記分板質(zhì)量Diversion

from

everyday

life

遠離日常生活Economic

factors

經(jīng)濟因素Economic

value

經(jīng)濟