Evaluation And Empirical Research On The Consumer Market Of Professional Sports Competition Services In China

Supply and demand are the two fundamental aspects of the internal relationship of the market economy,and the consumer market is the sum of the relationship between the supply and demand of consumer goods."Demand side management" was first proposed at the meeting of the Political Bureau of the CPC Central Committee in December 2020.Under the new development pattern of the 14th five year plan,it is an important measure to realize the high-quality development of the national economy to promote the effective coordination between the supply side structural reform and the demand side management of the national economy,accelerate the formation of a dynamic balance between supply and demand,promote the domestic and international circulation,and effectively combine the role of the government and the market mechanism.The reform of sports industry should also follow the pace of the times,actively respond to the guidance of national policies,and accelerate the effective coordination of supply side reform and demand side management.Sports competition and performance industry is one of the noumenon forms of sports industry,and professional sports competition service products are the core products of sports competition and performance industry.In 2018,the guiding opinions on accelerating the development of sports competition and performance industry issued by the general office of the State Council proposed that the total scale of China’s sports competition and performance industry should reach 2trillion yuan by 2025.In the important stage of high-quality development of China’s sports competition and performance industry,taking supply and demand matching as the goal,constructing the factor evaluation system and model of the consumption market of local professional sports competition service products,and conducting an empirical study on the consumption market of China’s typical professional sports competition service products can not only provide a scientific theoretical basis for the reform of the supply subject,but also effectively improve the supply efficiency and quality of this kind of service products,It can also better release the potential of the consumption market of local professional sports competition service products,meet the diversified and personalized needs of consumers for local professional sports competition service products,accelerate the promotion of the local professional sports competition performance industry as a new growth point of the development of the sports industry,and promote the rapid realization of high-quality development of China’s sports industry.Based on service product theory,supply and demand matching theory,sports event economics theory,consumption demand theory and value chain theory,this paper comprehensively uses the methods of literature analysis,interview,grounded theory,questionnaire survey,mathematical statistics and case analysis.Firstly,it combs and expounds the formation process,development status and practical difficulties of the consumer market of professional sports competition service products in China.Then,using the grounded theory method,this paper analyzes the influencing factors of the effective supply and effective consumption demand of local professional sports competition service products,and constructs the evaluation system and mathematical model of supply and demand matching factors in the consumption market of this kind of service products.Select the Chinese Super League and CBA League consumer market for empirical research.Secondly,it analyzes the operation of the consumer market of NBA basketball in the United States and English Premier League Football League respectively,and puts forward relevant experience that can be used for reference.Finally,it puts forward specific promotion strategies for the growth logic,empirical results and problems of China’s local professional sports competition service product consumption market.The main conclusions of this study are as follows:(1)Professional sports competition is a sports service product produced under the industrial environment of the rapid development of the socialist market economy and the refined division of labor.Based on the service product theory,the professional sports competition service products in my country are divided into two categories:professional sports competition service production means and professional sports competition service products.According to the different ways to satisfy consumption,it is divided into offline service consumer goods and information service consumer goods.According to the product hierarchy theory and the two functions of meeting production and living needs,the two types of products are subdivided into core products,basic products,expected products,additional products and potential products.(2)The consumer market of professional sports competition service products in China has experienced three important stages:preliminary development,parallel exploration and reform,and parallel reform and development.The supply pattern has shifted from a single subject to the track of coordinated development of multiple subjects.At present,the development of China’s local professional sports competition service product consumption market shows the development characteristics of the change in the nature of the supply subject,the gradual end of the consumption market,the continuous increase in the number of consumer groups,and the diversification of consumption channels.At the same time,the consumer market is also facing problems such as complex supply subject relations,imperfect product supply chain,small overall scale of consumer groups and insufficient viscosity.(3)Overall,the supply side of China’s professional sports competition service product consumer market is in a state of development with multi-subject cooperation and multi-dimensional factor interaction.The study found that the influencing factors of the effective supply of professional sports competition service products in China mainly include six categories,namely basic conditions,event quality,market operation,internal management,legal norms and external environment.Among them,the basic conditions are the cornerstone,the quality of the event is the guarantee,the market operation is the principle,the internal management is the support,the legal norm is the guarantee,and the external environment is the binding factor.(4)Consumer demand is one of the important sources of power to drive the development of the consumer market.At present,the consumer market of professional sports competition service products in my country shows a state of insufficient endogenous power.The study found that the influencing factors of the effective consumption demand of professional sports competition service products in my country mainly include six categories,namely emotional willingness,objective conditions,star effect,product service,interpersonal communication and external conditions.Among them,the individual’s willingness to consume is the core factor,the objective condition is the premise,the star effect of the event is the driving force,the product service is the fundamental,the interpersonal communication is the catalyst,and the external conditions are the binding factors.(5)Based on the influencing factors of effective supply and effective consumption demand of local professional sports competition service products,and taking supply-demand matching as the main goal,this study constructs the factor evaluation system and mathematical model of supply-demand matching of this kind of service products in the consumer market.The factor evaluation system includes 12 primary factor indicators and 45 secondary factor indicators.Using the method of supply and demand measurement in the field of public services for reference,this paper constructs a supply and demand matching model of China’s local professional sports competition service product consumption market,and measures the supply and demand matching of the product consumption market with the two-dimensional vector of matching degree and matching environment.Through the empirical research on the supply and demand of the consumer market of the Chinese Super League and CBA League,it is found that the supply of the two types of service products on the whole is far from meeting the needs of the fans and ordinary spectators participating in the survey.There is a great difference between the supply and demand matching degree of the two kinds of League segment service products for different audience groups-fans and ordinary spectators.In general,the development of consumer market for service products of Chinese Super League and CBA League is still in the primary stage of development.(6)Taking the consumer market of service products of NBA professional basketball and Premier League Professional Football League in the United States as classic cases,this study combs the formation process,development characteristics and successful experience of the consumer market of professional sports competition service products of two types of projects in two countries.Combined with the development logic and real situation of China’s local professional sports competition service product consumption market,this paper puts forward the following experiences that can be used for reference:first,we should speed up the improvement of the legal policy system of China’s professional sports competition consumption market;Second,create a fair market trading environment;Third,accelerate the construction of non-profit sports social organization network system;Fourth,improve the supply capacity of sports events in specific fields;Fifth,enhance the core value of the league and improve the marketing strategy of the league;Sixth,pay attention to the expression of consumers’ needs and cultivate the emotion between individuals and local professional sports events.(7)In view of various problems in the development of consumer market of local professional sports competition service products in China,this study puts forward specific promotion strategies from the aspects of government governance,alliance reform,market operation,social participation and individual level.First,actively build an inclusive and service-oriented government;Led by the government,we should work together with the market and society to build an integrated sports event organization system and promote the reform of production factors related to local professional sports competitions.Second,increase the support for the reform of local professional sports clubs,and further improve and update the internal trading system of local professional leagues.Third,strengthen the construction of social sports organization system,rely on social sports organizations to actively create a social atmosphere for watching and participating,and encourage them to assist sports administrative departments,professional sports councils,etc.to cultivate athletes,coaches,referees and other human resources.Third,actively promote the integration of various Internet platforms and events,expand the dissemination of event information and consumption channels,and optimize the consumption scene of professional sports competition service products.Fourth,relying on advanced technologies such as digitalization,innovate the marketing strategy of local professional sports competition service products,embed the consumption chain in the marketing process,and accelerate the online and offline consumption interoperability.Fifth,pay attention to individual experience and willingness,rely on family,school,society and market to continuously improve individual awareness of sports events,and enhance individual value recognition of local professional sports leagues.