The Spectator Satisfaction Investigation Of 2014 Wuhan Open

With industrialization and marketization of sport events,the audience as the value of the main consumer market has raised.Therefore,a clear understanding of what the audience needs and improve the quality of service of the event has become a key issue and market event operators must take the audience satisfaction into consideration.This study is about the audience's satisfaction of the event of "2014 WUHAN OPEN",by the method of literature,questionnaire survey,live observation,interview and so on,to develop a research&survey from the point of view by the audience,combined with the audience 's data to analysis the satisfaction with the experience of the stadium facilities,the quality of the game,the game site service,and to explore how these factors works in order to understand the needs of the audience.Thus,base on the research,to develop a more specific and effectiveness marketing strategy for the rele,vant department and the team operation of Wuhan Open,also provide a valuable reference for success in the future sessions,nevertheless in order to better facilitate the promotion and development of Wuhan Open.From the data obtained with the analysis of the survey are as follow:(1)The male audience are outnumbered female audience,relatively in higher education level and youth-orientated base of audience demographics obvious,(2)The motivation of the audience to the game is diversity and relatively clear;(3)audience was satisfied for the high quality of the game,but the satisfaction of quality of the audience and the caddy's performance is relatively low;(4)the audience on the stadium environment overall satisfaction is high,while the stadium traffic satisfaction is low;(5)audience have a high satisfaction in ticket services,but in terms of ticket types and the distribution of tickets have to be improved;(6)Has a higher satisfaction in event organization and overall services,but for the security,fans interaction and volunteer services are below satisfaction.In addition,this study presents the above conclusions for Wuhan Open the following measures:(1)Rely on The Wuhan Open to create a Wuhan tennis star;(2)promote the popularization of tennis and leads to the more civilized audience behavior;(3)Expand the caddy training channels,improve the quality of service of volunteers;(4)Establish the consumer based concept to better the game services;(5)Updated the marketing strategy to improve marketing effectiveness.