基于买方价值的CBA联赛营销定向策略的选择

运用营销定向的组织注重了解消费者的需要价值特征.为了了解消费者的喜好,为CBA联赛的健康发展提供依据,文章通过问卷调查法和访谈法,对CBA现场观众的消费心理进行了分析.影响观众到现场观看比赛的因素主要有:主观因素;产品质量;对主队的态度和产品价格.对篮球运动的热爱、关心主队及消遣娱乐、欣赏高水平竞技是篮球观众的主要动机.产品质量表现为比赛吸引力,是由消费者对比赛的预期决定的.球迷对球队的高度忠诚有利于消费行为的稳定.门票价格变动对于不同消费动机人群所起的作用不同.

The Marketing Orientation Strategy Selection of CBA Basing on Consumer Value

The marketing orientation organization emphasizes on knowing the character of the consumer's need.To study the consumer's favors and provide references for the healthy development of the CBA,this article analyses the CBA crowds` consuming psychology by the way of questionnaires and interviews.It discovered that the factors affecting consumers to attend the matches include: subjective factors;product quality;attitude to host team and price.The main motives are enthusiasm in basketball,care for host team,and entertainment and appreciate high level competitions.Game attractiveness defined the product quality,which is determined by the consumer anticipation.Fans faithful loyalty benefits the stability of consuming behavior.Variations of ticket price will affect the consumers with different motions differently.