Research On The Characteristics Of Sports Consumption Of Scene Of Chinese Men 's Basketball League In Jinan

On September2,2014,the State Council premier Li Keqiang chaired a StateCouncil executive meeting,deployed speeding up the development of sports industryand arranged to promote the sports consumption to enhance the public fitness.On October30,2014,”suggestions on speeding up sports industry and promotingsports consumption”was produced by the State Council.Two points wereemphasized:First,we should promote the sports industry which will play an importantrole in the economic restructure.Second,we should enhance the comprehensive andcoordinated development of competitive sports and mass sports.2014-2015Chinese Basketball Association season is the tenth year ofimplementation of the “north star plan”.It is also the20thyear of professionalizingChinese basketball sports.After years of ups downs,Chinese Baskteball Associationhas become Asian’s top basketball league.Sports consumption as an important part of the sports industry has become anincreasingly important consumer market.With the formation and development ofsports market,the scale of sports market expanding,the sports consumption will playan important role in stimulating domestic demand and promoting economicgrowth.Live audience as an major consumer group in sports evevts play a greater rolein modetn sports events.They decide whether the events are successful or not.Thispaper tries to study the live audience in CBA Jinan dicision,analyze the professionalsteps of Chinese Basketball Association,and put forward constructive suggestions asto further professionalizing of Chinese Basketball sports.Literature review,interview,questionnaire and logical analysis are used in theresearch.Questionnaire as a tool was used to probe into the consumptioncharacteristics of live audience in CBA Jinan division.SPSS(statistical package forsocial science)was used to describe the statistics.The results are as follows:1.Lice audience in Jinan dicision show obvious demographiccharacteristics:Most of the live audience are men aged20to30.Students andemployees of firms and enterprises are the major consumet groups.Most of the audience earn more than2000yuan a month and they are well-educated and havegood education background.2.The consumption motivations of live audience Jinan divisions are characterizedby clarity,dicersity and differentiation.The top-three consumption motives are lovingbasketball game,experiencing the venue atmosphere and hoping for the victory ofShandong Basketball team.3.Live audience in Jinan division participate in a variety of physical activities intheir spare time and they are self-driven.They have a strong sense of participating inphysical training and have good physical foundation.The indirect effects of CBAmainly are participation in physical exercise and recreational activities.The directeffects are various sports events.4.Ticket-selling systems in Jinan division need to be improved in ways of selling,the convenience of ticket-purchasing and promotional channels.Ticket-purchasingpower of the audience is increading.Audience like to watch games with their friendsand family members,which is highly social.5.The facilities of the stadiums are imperfect and related services are notprovided.Ventilation and sanitation need to be improved.The audience attend theevents mainly by public transportation or by car.6.The audience in Jinan division have the low loyalty.The audience hope to havemore chances to communicate with basketball players.They have strong desire topurchase team’s clothes and autographed photos.