体育赛事现场观众收入特征的实证分析

Research on Income Characteristics of On-site Audiences of Sport Events

对上海连续多年举办的体育赛事的现场观众收入特征进行研究。结果显示,体育赛事现场观众收入水平远高于居民平均水平。建议在都市体育赛事规划中应考虑中高收入并对赛事有兴趣的人群的规模,针对这类目标人群进行票务销售、宣传和推广,选择品牌形象一致的赞助商。

The present paper studied the income characteristics of on-site audiences of sport events in Shanghai.The findings reveal that the income level of on-site audiences of sport events in Shanghai is much higher than the average level of Shanghai residents.It suggested that during the metropolitan sport events planning the host cities should consider the size of people that is high-income and also interested in the events,develop marketing strategies directed at this target population,and select sponsors whose brand image is consistent with events.