网球大师杯·上海赛现场观众基本特征研究  

Basic Characteristics of Spectators Watching Shanghai Tennis Masters Cup on the Spot

作　　者：姚芹[1] 赵敏玲[2] 张颖慧[1] 

机构地区：[1]上海体育学院体育赛事研究中心,上海200438 [2]宁波广播电视大学鄞州学院,浙江宁波315100

出　　处：《上海体育学院学报》2009年第4期21-26,共6页Journal of Shanghai University of Sport

基　　金：上海市科学技术委员会重点科技攻关项目(072705130)

摘　　要：采用问卷调查、数理统计等研究方法,分析网球大师杯·上海赛现场观众的基本特征。结果显示:无论是中国籍观众还是外国籍观众,均具有年龄轻、高学历、高收入的基本特征。具体表现为:男女性观众比例较为均衡,女性观众比例逐年上升;中青年及学生、企业员工是主要观赛人群;70%以上的观众拥有大专及以上学历;50%以上的中国观众来自中产家庭,外国观众中家庭人均年收入超过4万美元的占大多数。建议挖掘女性产品和服务的赞助商,制定营销手段吸引非上海观众观赛。The research methods of questionnaire, mathematical statistics etc. were used to analyze the basic characteristics of spectators watching Shanghai Tennis Masters Cup on the spot. The results show that both of the Chinese spectators and foreign spectators possess basic characteristics of being young and having high educational background and income, the concrete expressions of which are as follows： the proportion of male and female spectators is relatively balanced and the proportion of female spectators rises year by year; middle-aged and young persons, students and staff of enterprises are main spectators group; more than 70 percent of the spectators possess educational background of college for professional training or higher than it; 50 percent of the Chinese spectators come from middle-class families, while the foreign spectators, whose families＇ yearly income of each member is more than forty thousand dollars, constitute the majority. It proposed ＂seizing＂ sponsors of products and service for female and formulating marketing means to attract non-Shanghai spectators watching matches.

关 键 词：网球大师杯·上海赛 现场观众 基本特征 中国籍观众 外国籍观众 

分 类 号：G80-05[文化科学—运动人体科学]