Research On Consumer Preference For Shanghai Sipg Football Club Fans

In recent years,China sports industry is developing quickly,football industy as the leader also has deep marketization and the professional football league which is represented for China Football Association Super League is flourishing and football fan occupancy rate is also increasing,so the prosperous football fans market has great potential.Because football fans is the product and service customer of professional football club and play a big role in club development,so the football club must understant adequately the fans consumer preference and make the consumer demand come true.Shanghai,who has a high level of resident income and sport consumer consciousness and ability,is the economic center of China and wants to become sport game center,and its fans consumer market will increase continually by the fans has more spare time.Shanghai SIPG Football Club is one of the Shanghai' team of China Football Association Super League,and it has cost much money hire famous players and teachers to improve the team' grade and popularity,which attracts many Shanghai football fans to watch games live.So,doing research on fans preference of Shanghai SIPG Football Club and finding the characters and influnce factors of fans preference are good for the development of the club.On the other hand,these conclusions are also benefit to other clubs.In a word,the research on fans consumer prefernce is important with the development of China professional football game.This research use the thoeries and methods of microeconomics,consumer behaviour,management,and psychology science as a source of reference,and choose the Shanghai SIPG Football Club as the object of empirical research to analyse its characters and consumer preference of fans by questionnaire survey.Some conclusions can be made.First,by means of descriptive statistics,the fans preference characters of the Shanghai SIPG Football Club include the watch attitude is positive and watch demand is more strong than last season;supporting the club and players is the main motive of watch game and expecting team win is the demand of the watch game;most fans buied ticket online and commemorative clothes as the consumer product.Second,using Likert five scale and factor analysis to explore the influence factors of Shanghai SIPG Football Club fans consumer preference.The research finds the “game attration”,“brand image”,“playing area construction”,and “cost” are four main influence factors,and “game attration” is the most important factor,and “cost”is the least factor.In the mean time,this research analyse the difference of fans consumer preference among different context.Third,on the base of the research of fans consumer preference,this paper advices Shanghai SIPG Football Club improves the game level,shapes the club brand image,perfects playing area serviece facilities,reinforces the communiction with fans,chooses multiple price strategies,produces different fans products and so on.These enlightenment are also helpful for other clubs.