基于动机与行为特征的球迷分类及市场营销策略

Classification of Sports Fans and Marketing Strategies Based on Motives and Behavior

采用文献综述法、逻辑分析法,综合应用心理学、市场营销学、体育学的相关理论研究球迷分类与市场营销,旨在给球迷市场营销提供一些启示,为体育市场的细分提供参考。

With rapid development of competitive sports and sports industry,sports fans＇ group is increasing and their impact on the economy development is also growing.By using documentary and logical analysis methods,this paper discuss sports and its market with the purpose to give some managerial suggestiopns and provide an important basis for marketing segmentation.First,from the perspective of the classification of sports fans and marketing,we define what is a sports fan.Then we made a psychological analyse for the formation and classification of the sports fan.Focused on the source of motivation and on the behavior exhibited by different types of fans,sports fans are classified into five types：the temporary fan,the local fans,the devoted fans,the fanatical fans and the dysfunctional fans.Last,according to differrent demand of each kind of sports fans,managerial suggestiopns are given as the following： To temporary fans,it＇ simportant to develop their emotional attchment.To local fans,the marketing of the sports team should revolve around tying the team and individuals associated with the team to the local community.To devoted fans,continue to feed their information need.To fanatical fans,we should use a player to endorse a product and offer information outlets to them.To dysfunctional fans,a demarketing effort is needed.