从观众消费者角度对山东省两支CBA球队商业价值取向评价的研究

Evaluation of commercial value for the 2 Shandong CBA teams from the perspective of spectator consumption

以山东省两支CBA球队的商业价值量化评价为研究对象,运用文献资料法、问卷法、访谈法等,通过观众消费者角度对山东省两家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,进而从观众消费者的角度对球队的商业价值给予评价。

This thesis sets the quantitative evaluation of commercial value for two CBA teams in Shandong as the research objects.By adopting the methods of literature review,questionnaire,in-terview and mathematical statistics and from the perspective of spectator consumption,it studies the 2 Shandong CBA teams from the aspects of the value,the value orientation and the theoretical con-notation of commercial evaluation.On the basis of that,the index system of value orientation evalua-tion for CBA teams is to be established,which arranges the index weight in order to evaluate the commercial value of the teams from the perspective of spectator consumption.