中国职业篮球联赛观众需求管理影响因素分析

Factors Affecting the Audience Demand Management of Chinese Professional Basketball League

基于职业篮球俱乐部视角,为更好地满足观众需求,保证中国职业篮球联赛的良性运行,引入供应链管理理论,利用文献资料法、实地考察法,对中国职业篮球联赛中影响观众需求的因素进行系统分析。结论:中国职业篮球联赛中影响观众需求的因素包括政治因素、经济因素、社会文化因素、政策法规因素、环境因素、竞争者因素、俱乐部自身因素,以及时间因素等,是一个多因素影响的综合体。建议:树立"大市场、大产业、大消费"观;加强中国职业篮球职业化、制度化、法制化建设;建立快速、敏捷的信息化服务平台;制订切实可行的营销策略,不断提升联赛和职业篮球俱乐部的形象。研究价值:为中国职业篮球俱乐部和中国职业篮球联赛的长远发展提供一定的借鉴意义。

In the perspective of professional basketball club,in order to better meet the needs of audience and ensure the healthy operation of Chinese professional basketball league,this paper introduced supply chain management theory to analyze the factors which influence audience＇s need in Chinese professional basketball league by the methods of literature review and on-the-spot investigation. Conclusions： Factors affecting audience demand in Chinese professional basketball league include political factor,economic factor,social and cultural factor,policy and regulation factor,environmental factor,competitor factor,club factor,as well as the time factor. It is a comprehensive multi-factor body. Suggestions： A ＂big market,big industry,big spending＂concept should be established; China professional basketball professional,institutional and legal construction should be strengthened; fast and agile information service platform should be built; practical marketing strategy should be established; the league and professional basketball club＇s image should be improved. The value of this research is to provide a reference for the long-term development of China professional basketball club and the Chinese professional basketball league.