A Survey On Realistic Consumers Of CBA Match Marketing In Beijing

In order to meet the consumer realistic demands for Beijing and the whole CBA match performance market, and to develop a prosperous CBA match performance, this article makes the farther detail study which subject in Beijing CBA match performance market's realistic consumer (the present audience of Shougang basketball club and Aoshen basketball club in 2002-2003)through some research methods.The following are the Beijing Occupational basketball match performance market's realistic consumer conditions.1. Realistic consumer Background: Intensive trend for sex and age but various occupations; Income and receiving educational level even beyond Beijing average level; Stronger buying capability and living nearby gym. Thinks the targeting market of professional CBA in Beijing city should be: male consumption masses below 30:2. Consumer's demands: communication including the team achievement, player and coach information and the match arrangement information, etc. Service including improving appreciation and entertainment, personal participation and getting the profit; the quality such as higher needs for stimulating performance, players' occupational spirits or diligence and wonderful cooperation.3. Consumer's motivations: Meeting the hobby needs, supporting the National Basketball and pcrsuing the sense of beauty are placed the first three places among those motivations.4. Consumers' attitudes: Most of consumers are satisfied with the team competitive capabilities and present . Also most of consumers think the ticket price is fair. But It demonstrates that the audience tend to like the low ticket price. Over 52 percent of consumers consider the purchasing service attitudes as common and dissatisfaction. It illustrates the present selling service still can't meet the consumers demands.5. Realistic consumer behaviors: the consumers mainly derive information from the introduction of newspaper, magazine, television, families and their colleagues;the first mentioning rate shows that professional basketball matches has little obvious advantage in all the competition items; realistic consumers only accept the relatively lower price that below 30 yuan on match tickets (single) ; the main factors restraining consumers to watch match on the spot is CBA team's poor performance, overall high expense and little free time; 89.6 per cent audience are repetitive ones, but only 21.9 per cent in the whole are those watching over half the matches, not having developed some degree of faithful customers; their action behavior mainly goes in "watching with friends" or "accompanying family members" 79.5 per cent shows satisfaction in the whole evaluations, 87.4 per cent think they will watch the CBA match again between the two teams in Beijing city.6. Enterprise constructive marketing organization: production should focus on quality(according to the needs of the audience) and service, in price some compromising measurement should be adopted, retailing should add more salesmen and channels(net> telephone, retailing places),interrogation should strengthen such five aspects as the ads, salesmen retail, public relationship, package and the other signals about the products themselves and others provided by the enterprise, making the ads meeting the needs of the audience and package strategies, offering information needed by consumers and taking an active part in every kinds of public activities and public good activities. In a word, different periods of marketing plans should be carried out on the basis of the investigations on the sustained consumers.Based on the cases above, the writer provides relative suggestions, expecting to make some contributions for consumers research on CBA contest performance market, and for marketing prosperity and development.