全国排球联赛河南女排“开衡”主场现场观众的比较研究  

A Comparative Study of on-the-spot Spectators between Kaifeng and Hengshui Home Court during the National Women’s Volleyball League Matches Held in Henan Province

作　　者：史友宽[1] 屈东华[1] 

机构地区：[1]河南大学体育学院,河南开封475001

出　　处：《首都体育学院学报》2007年第6期47-50,59,共5页Journal of Capital University of Physical Education and Sports

基　　金：河南省教育科学"十一五"规划课题(2006-JKGHAG-024);河南省教育厅人文社会科学研究项目(2006-GH-024);河南大学人文社会科学基础研究项目(05YBRW004)

摘　　要：开封赛区现场观众的变化趋势为衡水赛区提供了有益借鉴:衡水赛区组委会应该将高学历、高收入的有职业者和大中专院校的学生作为主要营销对象;充分考虑女性潜在观众的心理需求,积极做好女性潜在观众的宣传工作;做好培养球市的长期规划,提高区域赛事营销的可持续性;在以后的2～3个赛季内仍以街道广告为主,对东北、东、东南3个方向20km以内的居民进行密集型宣传;重视现场观众的"舆论走向",研究和关注比赛的意见领袖,树立联赛的良好口碑;着力渲染中国女排奥运夺冠的民族情节,突出宣传球星风采等。The authors of this paper believe that the changes of the spectators in Kaifeng home court have provided lessons for Hengshui site.Therefore,the games organization committee of Hengshui site should regard the career people with high degrees and high income and the students in institutions of higher learning as their main consumers for marketing,taking into account of the psychological demand of the potential female spectators so as to advertise among them.The committee should make out a long-term program to bring up the market,advance a sustainable market of the area,and densely put up advertisement of the game within the area of 20km in north-east,east and south-east,while making neighborhood advertisement as the major means for Hengshui site in the next 2～3 seasons.They should also pay special attention to the public opinion of the spectators,investigate and attend to the opinions of leaders in the audience so as to build up a good public name for the league matches.Meanwhile,the national spirit that stems from the winning of Olympic Games by the national volleyball team can be aroused particularly and the elegant demeanor and mien of the sport stars should be given prominence to.

关 键 词：全国排球联赛 河南女排 “开衡”主场 现场观众 

分 类 号：G80-05[文化科学—运动人体科学]