Research On The Audience Satisfaction Of The CBA League In Beijing Contest District

In Chinese athletic sports, basketball is one of a sport related with occupation andbusiness operation in earlier sessions, which is very popular among Chinese people. Withthe continuous growth and development of China occupation basketball league （CBA）,the CBA service quality and the satisfaction of audience has also attracted more and moreattention. Although the attendance of audience of CBA has increased to a certain proportionin two years, the thesis will conduct researches and provide analysis to enrich thinking ofbusiness pattern, audience expectations, product value, service value, value of the clubs andservice personnel and emotional value so as to enhance the satisfaction of CBA audiences,promote basketball market of Beijing division and stimulate the vigorously development ofbasketball industry.In Chinese athletic sports, basketball is one of a sport related with occupation andbusiness operation in earlier sessions, which is very popular among Chinese people. Withthe continuous growth and development of China occupation basketball league （CBA）,the CBA service quality and the satisfaction of audience has also attracted more and moreattention. Although the attendance of audience of CBA has increased to a certain proportionin two years, the thesis will conduct researches and provide analysis to enrich thinking ofbusiness pattern, audience expectations, product value, service value, value of the clubs andservice personnel and emotional value so as to enhance the satisfaction of CBA audiences,promote basketball market of Beijing division and stimulate the vigorously development ofbasketball industry.This thesis takes the Chinese Professional Basketball League （CBA） club events asthe research object. The main research methods as literature research, questionnaire surveytogether with mathematical statistics.1.Explore the relevant theories about customersatisfaction, customer value and the sports event marketing.2.Introduce the presentsituation and successful experience of CBA and NBA respectively.3.Through thewide-ranged investigation of different groups and on-site audiences, with the analysis ofvalue perception factors from the respect of audiences, I established8factors as below inthe order of importance decreasing as Service value, Emotional value, Personnel value,Spiritual value, Image value, Currency value, Product value and Cost value. Provide thestrategies of promoting CBA influences on the basis of analysis and summary of factorsmentioned above.4.With the respect of scholars’ research, this thesis proposes specificstrategies from the prospective of audience. They are improve service value, image value,emotional value, product value, reduce the cost of the five aspects for research andinnovation.I hope these could benefit CBA club and the Beijing division to make greatdifference of marketing concept and improve the audience satisfaction.