A Correlation Study On Audience Demand,Relationship Quality And Relationship Persistent Behavior Based On Relationship Marketing Theory

Chinese University Basketball Association(CUBA)is currently the most influential sports competitions in the higher education in China,it promotes the development of university sports in China,and the contribution of the great power in the process of campus league occupation,so the marketing research has certain theoretical significance and practical significance.The audience as one of the stakeholders in the CUBA League,is the main consumer of CUBA marketing,is the main body of the CUBA services,regardless of government control and the changes in the market environment and the interests of many factors restrict each other,the relationship between events and the audience is the market economy the most basic "buy and sell",so it is the most pure and most essential the reaction of the market marketing connotation.Therefore,this article from the audience's point of view to analyze the current status of CUBA marketing,understand the audience for the CUBA events and demands,through the evaluation of the audience and race relations,to explore the relationship between the view after the retention behavior,the purpose is different from the perspective of CUBA to carry out marketing exploration based on the relationship between the existence of the between the audience demand for CUBA and relationship quality,explore the influence mechanism of evaluation of CUBA audience relationship quality on the relationship between the retention behavior.Based on the relationship marketing theory,put forward the CUBA audience retention effect theory to explore the factors of the assumed model,compiled the questionnaire CUBA research of customer relationship marketing,500 college students of four well-known universities to participate in CUBA events questionnaire.On the basis of the questionnaire survey,using descriptive statistical methods to analysis the basic characteristics of CUBA and its audience on the events of the cognitive status,and the use of structural equation model quantitative analysis method,discusses the relation between the audience demand for CUBA and relationship quality,relationship quality and evaluation mechanism of the effect of CUBA on the relationship between the audience to keep behavior.Through investigation and analysis,the main conclusions of this study are as follows: three:1.CUBA has the obvious characteristics of the audience of college students,with higher levels of knowledge and accept new things,the sports consciousness and good exercise habits,and has a certain level of consumption,consumption time events and event event consumption ability,especially has obvious feelings of his alma mater.In summary,the status quo is very conducive to the development and promotion of CUBA event marketing.However,the current CUBA event marketing campaign is not enough,the marketing approach is not appropriate,need to further improve and improve.2.through CUBA audience retention of structural equation model of factors to establish behavioral effects,found a negative correlation between the audience demand and relationship quality,there is a negative correlation between the-0.19 audience demand and satisfaction,and evaluate the relationship between the pathcoefficient is-0.26.At the same time,the quality of the relationship will affect the audience's retention behavior.The path coefficient of satisfaction on loyalty is-0.05,satisfaction to the harmonious relationship between the path coefficient of 0.07,the relationship between evaluation of the harmonious relationship between the path coefficient is 0.76 degrees,to evaluate the relationship between the path coefficient on loyalty is 0.04.Therefore,there is a correlation between audience demand and relationship quality.3.compared with the previous assumptions,the results of the model reflect the following three aspects: first,the needs of the audience can not promote the improvement of the relationship quality.Secondly,the current CUBA tournament quality needs to be further improved to meet the requirements of the audience for the event.Finally,to enhance the audience's acceptance of CUBA events,the degree of sharing and the degree of influence is conducive to enhance the degree of harmony.Based on the theory of relationship marketing,this paper puts forward the following suggestions: 1.to carry out marketing activities with the characteristics of College students.2.change the current CUBA marketing thinking.3.to improve their own strength is a hard indicator of marketing.4.emotional communication is the key weapon of relationship marketing.5.make and make full use of current resources.6.focus on female college students' enthusiasm for CUBA.