中国职业篮球竞赛市场需求的研究  

Study on the Demand of Competition Market of China Professional Basketball

作　　者：何斌[1] 刘玉林(指导教师) 

机构地区：[1]安徽师范大学体育学院,安徽芜湖241000 [2]不详

出　　处：《体育科学》2007年第8期86-95,共10页China Sport Science

基　　金：教育部人文社会科学研究项目(06JA630003)。

摘　　要：采用文献资料调研、社会调查、数理统计和比较分析等方法,对中国职业篮球竞赛市场商务需求和欣赏性需求的现状、发展趋势进行系统研究;从赞助传播价值实现的视角,探讨了中国职业篮球竞赛市场商务需求的主要影响因素;基于消费者行为学对中国职业篮球竞赛市场欣赏性需求的影响因素进行分析;提出创造需求的理念和实施差异化战略是扩大中国职业篮球竞赛市场需求的两条有效途径。Though using the method of literature, social investigation, statistics and comparative analysis, this paper studied the current situation and development trend of the demand of China professional basketball competition market, discussed the factors of business demand of China professional basketball competition market from the view of the realizing of sponsorship value, analyzed particularly the factors of audience consumer demand of China professional basketball competition market on the ground of consumer action subject, enlarged the demand of China professional basketball competition market and putted forward the two effective ways that are erecting the idea of creating demand and practicing difference strategy.

关 键 词：篮球 市场 需求 中国 

分 类 号：G841[文化科学—体育训练]