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An Analysis Of Market Development, And Strategies Of Tickets Sales Of CBA Professional League In Jinan Division

Posted on:2015-01-30Degree:MasterType:Thesis
Country:ChinaCandidate:C B ZhangFull Text:PDF
GTID:2267330425494329Subject:Physical Education Teaching
Abstract/Summary:PDF Full Text Request
This paper, based on CBA professional league in Jinan division, aims to study thecharacteristic of tickets for CBA professional tournament and the factors of affecting thedevelopment of CBA Professional tournament. It attempts to find a solution to improvethe market of CBA tournament.Based on document literature, questionnaire survey and logical analysis, this paperreaches the following conclusions:1. The ticket of CBA league is the only way to observe the match. It reflects the value ofCBA and provides services. The ticket which functions both producing and consuming isdisposable.2. The sales for tickets of CBA has many features such as not completely monopoly,uniqueness of business groups and exclusiveness of organization.3. The major consumers in Jinan division are men while the women are the potential ones.Young and middle-aged consumers contribute the most with the age being mainly21-50.These people have deeper interest in basketball, earn a relatively stable salary and love towatch the game in person. Moreover, most of the consumers have obtained a bachelordegree or even higher, which is related to the cultural environment around Jinan. Theincome of fans ranges from3,000to4,000, most of whom have a relatively highercultural level, stable income and enough time. As for the motivation to watch the game inperson, it is mainly the love to this game, according to the consumers.4. The home field of Shandong Golden Basketball Club lies in Jinan Olympic SportsCenter, in which the11th National Games of the People’s Republic of China was held.With perfect infrastructures and service as well as convenient transportation, this centerholds a relatively larger capacity of audiences.5. Ticket sales in Jinan division change with some factors, such as team performance,consumer demand and changes in the market. However, such changes also reflectinappropriate elements, for example, market operation and management, the tickets pricepositioning and sales channels.6. Ticket sales in Jinan division should adopt differential pricing strategy according todifferent groups; In the process of pricing tickets for groups consumers, secondarydifferential pricing strategy can be used; for poorer purchasing power groups and groupof women, triple differential pricing strategy can be used to attract potential consumersand the real customers through strengthening propaganda; continue to reinforce the club management, set prices according to the requirements of markets and consumers, seek formore professional ticketing company and build a reasonable and humanized diversifiedservice system; establish training institutions towards sports tickets market and cultivatethose who both have sports knowledge and understand the market operation andmanagement; timely grasp the needs of the consumers, master the market trend, anddevelop appropriate marketing strategy.
Keywords/Search Tags:CBA professional league, Jinan Division, markets of ticketssales, marketing strategy
PDF Full Text Request
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