CBA赛事球迷忠诚度影响因素及其提升路径研究

On the Influencing Factors and the Upgrade Path of Fan Loyalty of CBA-based on the Perspective of the Theory of Customer Loyalty

赛事球迷忠诚是联赛生存和发展的基础,运用文献资料、逻辑分析等研究方法对赛事球迷忠诚的内涵、影响因素及其提升的路径进行了研究,以培育CBA赛事球迷忠诚度,促进联赛收益的持续增长。研究认为:CBA赛事球迷忠诚度影响因素主要包括赛事服务产品质量、赛事球迷价值和赛事球迷满意等因素;CBA赛事球迷忠诚度提升不仅需要确立CBA赛事球迷忠诚营销理念,还需要构建CBA赛事球迷忠诚驱动机制,进一步打造CBA赛事品牌,促进联赛持续发展。

Loyal fans are the basis for survival and development of the league tournament. The meaning of loyal fans, influencing factors and the upgrade path to foster fan loyalty are analyzed by Literature and logic analysis, to promote sustainable growth in earnings league. The results are： the main affecting factors include the quality of the events, the value of the fans and satisfied fans and other factors; And the enhancement of the loyalty not only need to establish the concept of loyalty marketing, but also need to build loyalty drive mechanism to build CBA event brand and promote the sustainable development of CBA.