【摘要】 通过文献资料分析和问卷调查,对全国排球联赛竞赛表演市场现实消费者状况进行了初步研究,对“球市”的主体消费人群结构、消费需求和动机进行了初步的分析。结果表明:联赛观众具有明显的群体倾向性特征,并表现出地城差异。联赛竞赛表演市场具有很大的经营开发潜力。为此,提出比赛门票目标市场定位和职业排球俱乐部主场定位的基本策略。更多还原

【Abstract】 Based on Documents study and questionnaire, the realistic consumers of the national volleyball leagues matches were investigated and the composition structure, requirements and motives of the consumers were analyzed. The results show that there exist evident group tendentious characteristics and regional differences of the spectators, and there are great potentials of marketing of matches and performance in the national volleyball league. It is thus suggested that marketing of entrance tickets and home advantage of volleyball clubs should be taken as basic strategies in developing the national volleyball league market.更多还原