【作者】 李辉；

【导师】 邓达之；

【作者基本信息】 武汉体育学院 ， 体育教育训练学， 2008， 硕士

【摘要】 我国成立职业足球俱乐部时间不长,可以算是一个新生的事物,与有着100多年职业足球历史的欧美等经济发达国家存在很大的差距。在足球进入市场以后,球迷的身份也发生了根本性的变化。球迷通过购买球票和俱乐部开发的产品成为“足球产品”的直接消费者,通过购买赞助足球和为足球提供广告的企业的产品成为足球事业的间接消费者。重视球迷,对俱乐部发展至关重要。足球球迷对足球运动的经济投入是足球运动得以发展的物质保证。本文采用文献资料法、问卷调查法、SWOT分析法、对比分析法,以武汉体育学院学生、华中师范大学学生、武汉某社区居民、黄石某球迷协会成员、黄石某社区居民为研究对象,就引起球迷消费的因素和武汉足球俱乐部发展环境的各因素进行研究。吸取国外优秀俱乐部经营成功经验,以国内优秀足球俱乐部为目标,根据武汉足球俱乐部在发展中的优势、劣势、机遇、威胁等自身特点,找出发展方向。我国球迷的足球消费正处于一个低消费阶段,引导球迷消费,市场巨大。更多还原

【Abstract】 In China, setting up the professional soccer club is not long, can be considered as a new thing. There is a big gap between our country and other economically developed countries in Europe and America which professional soccer history has more than 100 years. Since soccer into market, the identity of fans there has been a fundamental changed. They are the direct consumer in purchasing tickets and products developed by clubs, and the indirect consumer in purchasing products developed by which sponsor to soccer club and provide advertisement. Attaching attention to fans is most important to club development.Fans’consuming in soccer is material assurance of developing soccer. Regarding five different soccer fan groups as study object, this dissertation do some research on the factors that the developing environment of Wuhan soccer club and some reasons lead to fans’consuming , by the methods of literature and date, questionnaire investigation, SWOT analysis, comparative research.According to the successful experience of top foreign soccer club, and targeted top domestic soccer club, we should search for the strengths, weaknesses, opportunities, treats of Wuhan soccer club to decide the developing direction. It is shown that the consumption is at low stage. Therefore, there is a big market for the fans to spend on soccer.更多还原