The WCBA Division Of The Taiyuan Audience Loyalty Empirical Study

Woman of the professional basketball league (WCBA) began in 2002, the degree of marketization, commercialization is constantly improving, the league of fully market-oriented operation will be the trend of The Times. The WCBA league as a kind of spiritual and cultural products, has a huge consumer groups. Taiyuan conference as one of China’s women’s professional basketball league game, also has a wide audience, the audience for the league’s satisfaction and thus reflects the audience to the league match brand strategy, and related product development, marketing channels, such as how loyalty, for the league will not only has direct influence on the management benefit, for its market strategy and business strategy formulation and has important reference value.WCBA taiyuan division in this study,2014-2014 season the audience loyalty as research object, through to the regular season and playoffs audience issued a large number of questionnaires, investigate the influence factors of the audience and the audience’s loyalty, the following conclusions:1.The WCBA league in taiyuan the audience loyalty has two factor behavior loyalty and emotion loyalty. Satisfaction and the audience’s satisfaction with the team. Environment satisfaction and on-site activities the satisfaction of the three factors.2.The three factors of satisfaction and behavioral loyalty present positive correlation, while only environment satisfaction has a significant impact on the emotional loyalty.3.The subjects of age of the audience loyalty and no significant effect.4.Different gender of the audience watching loyalty has obvious difference at the scene, the scene of the female audience is higher than the loyalty of the male audience.5.The scene to watch game packages audience than to buy bulk fare audience to view the ball loyalty is higher.6.The audience to buy tickets to different channels will not affect the audience’s loyalty.7.The number of viewers season affects the audience’s loyalty, more viewers to watch consecutive seasons for the game loyalty is higher.8.After the attention game news, focus on team dynamics have been the audience on the loyalty.Based on the data statistics and analysis of this article put forward the following countermeasures and Suggestions:1.At the scene of the audience gender different loyalty, due to the factors of the characteristics of the female itself, its loyalty is low starting point. Although they are not league of a live audience loyalty to cultivate the main goal of the crowd, but if in the tickets, ticket sales and promotional activities with a little as a couple or a family as the unit of strategy, the loyalty of the female audience and is likely to have certain drive and got obvious improvement.2.mprove the system of the professional league match, and constantly improve the level of competition. We should from the format, such as rules, team training for improvement, in order to promote the overall level of the event to further improve and perfect to inspire the potential loyalty and inert loyal audience loyalty, in order to improve the audience attendance, makes the audience’s satisfaction with the continued to improve.3.To strengthen the management of shanxi home site activities, mobilize the audience view of passion and atmosphere. To continuously improve the personal accomplishment of DJ, shanxi has a high level of exercise baby, the game form, content and enrich the midfield, to satisfy the needs of the audience the scene atmosphere for the game, in order to improve the audience loyalty.4.In the convenient traffic conditions and the situation of quality of service, to take certain measures. Shanxi home game of the site is relatively far away from downtown, the audience has certain difficulty to arrive at the stadium. So open than the shuttle bus to facilitate audience to arrive at the stadium, strengthen the field work personnel’s service quality, improve the audience of the game environment satisfaction, in order to improve the loyalty of the game.5.The WCBA league as the market development of new products, shanxi government continues to play to create favorable conditions for its subject, formulate preferential policies for the club, offer certain support on policy, efforts to adapt to the WCBA league market, the development of comprehensive training team. The government wants to make of a live audience demand as the guidance, to perfect league actively, improving the loyalty of the audience.