我国城镇居民CBA联赛的观赛意愿实证研究

Empirical study on Chinese urban citizens’ wishes of watching the games of CBA league

DOI：

英文关键词:CBA League urban citizen wishes of watching games club image stadium environment

基金项目:国家体育总局重点领域研究攻关课题（2012B055）

作者	单位
王博	上海体育学院体育教育训练学院

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中文摘要:

基于理论和Logistic二元选择实证研究，从俱乐部形象（主客队俱乐部形象）入手，探讨与俱乐部形象密切相关的场馆环境、联赛形象、俱乐部与城市关系等各类因素，进而通过对我国CBA联赛4支俱乐部的实证调查，结合城镇居民人口特征，探索各种不同因素对我国城镇居民现场观赛意愿的影响，并提出了相应的营销对策。

英文摘要:

Based on the binary-choice empirical study of theory and logistic and focusing on club images (images of home team and visiting team), the article discusses the different factors such as stadium environment, League image and the relations between club and the city, etc. Those factors are closely linked to club images. Then through the empirical investigation of the four clubs in China’s CBA League and according to the characteristics of urban citizens, the article tries to explore the effects of the various factors on the urban citizens’ wishes of watching games. The relative marketing tactics are put forward.

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