The Research On The Segmentation Of The Fans Of The Provincial Team Of Women’s Volleyball Of Jiangsu

Jiangsu female volleyball team has a long history, and has a good fan base all the time. However, the club take too little action in the fan market development. Therefore, increase team fan market to further the understanding and insight into the fans is particularly important.This paper treat the Jiangsu women’s volleyball fans market segments as the research object. Through a certain degree of market segmentation of Jiangsu women’s volleyball fan market, the manager can have a overall grasp of the fan market. The research methods adopted in this paper include questionnaire survey method, mathematical statistics method, literature data method, observation method. The main conclusions of this paper are as follows:1. Jiangsu women’s volleyball fans market segmentation is in accordance with desire and demand of the Jiangsu women’s volleyball fans. The fans of Jiangsu women’s volleyball team as a whole is divided into a number of common parts based on the characteristics of them. In the same market segmentation of fan groups, their desires and needs are very similar; and in different market segments of fans, their desires and needs of the specific products is obvious difference.2. Jiangsu province attaches great importance to the development of sports industry, but also treat the three big ball and professional sports as the focus of the development of sports industry. The traditional cultural of volleyball create a quite excellent development atmosphere.3. The problem of the fans relationship management of Jiangsu female volleyball is the lack of systematic and professional organization and management. And, due to the lack of the necessary attention and research to the fans, it’s difficult for the fans to maintain a lasting enthusiasm and loyalty,and the development of new product is also at a loss.4. This paper will combine factor analysis and cluster analysis. Firstly, this paper will simplifily nine observed variables through factor analysis into the degree of the intention of licensed products, the the degree of sports participation, the degree of team identification.Secondly, according to the above three dimensions, the women’s volleyball fans will be divided by cluster analysis into five groups of Jiangsu market segmentation, such as non positive movement type, high degree of recognition of cautious, neutral curious type, low recognition degree of suspicion.5. According to the result of market segmentation, this paper will put forward the strategy to deal with each market.