球迷视角下CBA球队商业价值评价指标体系的研究

Commercial Value Evaluation Indicator System of CBA Team in the Perspective of Basketball Fans

目的:针对CBA联赛市场发展的现实需要,从球迷消费者的视角出发,对CBA球队价值、球队价值取向评价、商业价值的理论内涵进行研究,在此基础上构建CBA球队价值取向评价指标体系,对指标权重进行分配。方法:运用文献资料法、问卷法、访谈法等多种研究方法。结果:从球迷与消费者角度对CBA球队商业价值进行评估的基本思想所构建的CBA球队商业价值评价指标体系,不仅代表着球迷与消费者主体对CBA球队价值取向评价的共同标准,也反映了球迷与消费者对CBA球队价值影响因素重要程度的把握。并通过北京金隅与新疆广汇2支成绩显著的球队作为评价对象,论证了球迷视角下CBA球队商业价值评价指标体系的客观公正性。

Purpose： According to actual need of market development of CBA league,this paper analyzed CBA teams’ value,team value orientation evaluation,and theoretical connotation of commercial value,and constructed a CBA team value orientation evaluation indicator system and allocated indicators weight. Methods： Literatures,questionnaire and interview were used in this study. Results： The constructed evaluation indicator system not only represents the common standard of fans and customers for the evaluation of CBA teams,but also represents their understanding of the importance of the influential factors. Regarding the two outstanding teams,Beijing Jinyu Men’s Basketball Team and Xinjiang Guanghui Men’s Basketball Team,this article attested the objectivity and impartiality of the evaluation system for CBA teams from the opinions of fans.