CBA南京主场观众需求和动机动态研究

Dynamic Study of CBA Nanjing Home Court Spectators' Demand and Motivation

以CBA联赛07-08、08-09两个赛季南京主场38场常规赛现实消费者为研究对象,通过查阅文献资料、问卷调查、专家咨询、现场观察与访问、数理统计等方法,对消费者需求与动机进行统计分析,认为篮球联赛作为观赏型体育消费市场,还有很大的发展空间,并认为要进一步激活篮球消费市场,需要对"产品信息"、消费者动机进一步细分,改进俱乐部服务等方面,从而推动CBA联赛的健康发展,

Using the CBA Nanjing home court spectators of the two sports competition seasons in 2007-08 and 2008-09（altogether 38 games of basketball matches） as the research subjects,a statistical analysis about the consumer needs and motivations is made by way of literature reviews,questionnaires,interview of experts,on-the-spot observations,visitations and statistic methods.The conclusion is that the basketball league match,as a consumer market of the spectator sports,still has much room for development.It is suggested that the further activation of the basketball comsumer market still needs a further subdivision of the product information and consumer motivation and improvement of club service so as to push forward the sound development of CBA league match.