体育赛事市场需求及运营的国外研究进展

Research Development Abroad on the Market Demand and Operation of Sporting Events

在分析体育赛事的举办意义及其在北美、亚洲及中国的发展概况基础上,对体育赛事市场需求的形成、体育赛事的运营质量、观众满意度的理论模型等进行综述。认为:以消费者认知为基础的模型最能影响消费者的决策;体育赛事管理者和营销人员应提高影响赛事消费行为的核心产品和服务的质量,有效推进体育赛事的健康发展。

Based on the brief analysis of the significance to hold sporting events as well as the review of the development of sporting events in North America, Asia and China, this paper summarized the formation of market demands and operation quality of sporting events as well as the theory model of audience satisfaction. It indicates that the model on the basis of the consumers＇ cognition best determined their decision-making. Events managers and marketing personnel should improve the quality of core products and service quality which influenced consumers＇ behavior, and effectively promote the development of sporting events.