| In May of 2014, the Jiangsu Female Volleyball Team has changed into a professional sport club, named "Jiangsu Zhongtian Female Volleyball Club". It’s the third female professional volleyball club in China. During the first period of their professional developing process, there are many aspects need to be developed, among them, fans market development is a very important point.This article adopts researching techniques such as literature material, questionnaire, field observation, and logical reasoning, studying on the problems, such as the fans population details, and the political, economical, cultural and social environment of fans market development of Jiangsu Zhongtian Female Volleyball Club.And the conclusion of SWOT analysis shows that, for Jiangsu Zhongtian Female Volleyball Club, to develop the fans market, the Strengths are: they have fans with high loyalty, the coach and the players have high competitive ability, and the location of their home court has many advantages. The Weaknesses are:the item disadvantages, low consumption power of fans, and low effect of market developing activities. The Opportunities are:the political support, fast-developing economy, appropriate cultural environment and big amount of sport population. The Threatens are:regional economic disparity, fierce marketing competition, and the effect of "the whole nation system". According these and the situation of Jiangsu Zhongtian Female Volleyball Club, the article suggested that the club should adopt the SO or ST strategy.With the analyzing of the cases of the clubs of CPBL how to develop their fans market, and give Jiangsu Zhongtian Female Volleyball Club some suggestions about develop their own fans market:motivate the historical emotion of fans of the club; optimize the experience of watching games; simulate potential fans with specific targeted activities, make them become the real fans; pay attention to media strategies and public relations strategies. |
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