体育场馆运营回头经济的形成与实现路径

The formation and ways of realization of return customer economy of sports venue operation

体育场馆商业运营的本质就是回头经济的应用,顾客回头率的保持与提升是决定体育场馆回头经济生成的核心要素。体育场馆回头经济会经历由注意力经济到影响力经济转变,再由影响力经济升华到回头经济形成的过程。消费者一次性消费的完成、消费群体的增多和场馆信息的放射性扩散、二次定向消费或更多消费的实现是体育场馆回头经济形成过程不可缺少的环节。一定数量的顾客和回头率、具备吸引消费者的回头资源、舒适的场馆服务环境、适销对路的营销策略等是体育场馆回头经济形成的必备条件。而找准场馆目标市场,提高市场占有率和顾客回头率;打造场馆回头资源,维持顾客消费频次,注重场馆服务环境,提高场馆服务质量;实行多样化的经营策略,满足不同人群的消费需求等是体育场馆商业运营过程中回头经济实现的有效路径。

From the perspectives of sports science, economics and marketing science, the authors studied the formation and ways of realization of return customer economy in the process of commercial operation of sports venues, and re-vealed the following findings： the essence of commercial operation of sports venues is the application of return cus-tomer economy; the maintaining and boosting of customer return rate is the core element that decides the generation of return customer economy of sports venues; return customer economy of sports venues will go through the processes of transformation from attention economy to influence economy, and then sublimation from influence economy to the formation of return customer economy; the completion of customers’ one-off consumption, the increase of consumption groups, the radioactive spreading of venue information, and the realization of secondary directional consumption or more consumption, are indispensible links in the process of formation of return customer economy of sports venues; a certain number of customers and a certain customer return rate, having return customer resources which attract con-sumers, comfortable venue service environments, readily marketable marketing strategies etc, are necessary conditions for the formation of return customer economy of sports venues; while well targeting venue markets, improving market share and customer return rate, building return customer resources of the venues, maintaining customer consumption frequencies, valuing venue service environments, enhancing venue service quality, implementing diversified operation strategies, meeting the consumption needs of different groups of people etc, are effective ways to realize return cus-tomer economy in the process of commercial operation of sports venues.