CBA联赛上座率与俱乐部收益的关联分析  

A Correlating Analysis on Attendance and Profits in CBA League

作　　者：周岩峰[1] 

机构地区：[1]广州体育学院篮球教研室,广东广州510075

出　　处：《沈阳体育学院学报》2014年第2期59-63,共5页Journal of Shenyang Sport University

摘　　要：运用文献资料、数理统计等方法,对CBA联赛俱乐部的收支状况及盈利模式中的上座率做出分析。结果显示:目前CBA俱乐部的收入来源在没有电视转播收益的情况下,主要靠门票、冠名权和篮协分成,门票收益占俱乐部收入的比例较大,与上座率成正比例关系。上座率的高低与联赛品牌、市场关注度及球队水平成正相关。俱乐部在没有更多经营权的状况下,加强管理,改善门票的不合理分配,提高比赛场数,加大场馆座位数并提高上座率,是实现俱乐部增收最直接的方法。By using literature review and statistics analysis, this paper investigates the relationship between the revenue-cost ratio, profit mode, and attendance rate of CBA league clubs. Our results show that in the absence of telecasting revenue, the main source of revenue for each league club comes from ticket selling, naming rights and profit sharing with the Chinese Basketball Association. Ticket selling, which positively correlated with attendance rate, accounts for a great proportion of the clubs＇ revenue. In addition, the attendance rate has positively association with the brand image, public attention, as well as the team＇ s play level. Without operating rights, the league clubs should improve strategic management; in particular, each club should correct any unreasonable allocation of tickets, increase competitions and seating capacity of the stadium, and eventually lead to a higher attendance rate. The study concludes that this would be the most direct and effecive way for the league clubs to realize a higher income.

关 键 词：CBA联赛 俱乐部 上座率 投入 收益 

分 类 号：G80-052[文化科学—运动人体科学]