Research On The Satisfaction Of Basketball Players In The 3×3 Golden League Based On Customer Delivered Value Theory

With the continuous improvement of the living standards of our people and the changes in the internal and external environment,consumption has gradually become the most important factor in the economic and social growth of China in the “troika” of export,consumption and investment.Since 2014,the country has introduced a series of policies to support the sports industry.In 2015,based on the advantages of its own new media platform,Sina first developed the first independent intellectual property 3×3 Golden League IP event.After four years of development,it won the title of tens of millions of events again in 2019.The number of participating teams and the number of participants In 2015,there were 1024 people in 9 competitions and 64,620 people in 31 competitions in 2018.The number of Weibo topic visits was 38.7 million in 2015 to 4.6 billion in 2018,with a compound growth rate of 230.19%.Starting from the satisfaction survey of the participants,the deep motivation behind the success of the Sina 3×3 Golden League with the theory of transfer value has important theoretical and practical value for the development of IP in China’s sports events.In 1994,Philip Kotler’s innovative “CUSTOMER DELIVERED VALUE” theory organically links consumers and supply-side enterprises into a whole from the value dimension.He believes that customers will consider the highest customers they will provide.A company that transfers value to purchase goods or services.Customer transfer value is the difference between the total value the customer receives and the total cost paid by the customer.For the event,the satisfaction of the participants can promote the improvement and improvement of the content of the event.The 3×3 Golden League can use the media platform of Sina to maximize the content of the event and promote it,thereby increasing the IP value of the event.Based on the theory of customer transfer value,this study takes the participants of the 3×3 Golden League(Wuhan Station)in 2018 as the questionnaire,and extracts the satisfaction of the 3×3 Golden League participants according to the transfer value theory and the characteristics of the 3×3 Golden League.According to the basic elements,the questionnaire is designed according to the five basic elements,and the weights of the indicators of the questionnaire are given,so that the relevant satisfaction value of the participants is calculated.According to the results,relevant suggestions for each part of the event are made again.The questionnaire design consists of five dimensions: the value of the event,the value of the event personnel,and the value of the image of the event.The questionnaire includes the event equipment,competition system,competition reward mechanism,competition medical service,event entertainment mitigation,event personal statistics,event photos and videos.,player competition level,referee ruling ability,staff service ability,event visual effect,event promotion effect,staff personal image,registration fee,additional currency cost around the event,transportation cost to and from the stadium,match waiting time,etc.17 Indicators,based on these 17 indicators for 3X 3 The participants of the Golden League(Wuhan Station)conducted a satisfaction survey and used the comprehensive index method to analyze the survey results.The results showed that the participants had obvious group characteristics,and the ages were mainly concentrated in 20-30 years old.Satisfaction evaluation is different,and there are obvious differences in satisfaction;the number of participation is different,the satisfaction of the participants is different,the satisfaction of the first competition is lower than multiple competitions,and the focus of multiple competitions is concentrated on the service of the event,and for the first time Participants pay more attention to the event;non-study students are more satisfied than the students,and non-school students pay attention to the event service and the related series returns after the game,while the students pay more attention to the event rewards;the participants hope to adjust the system.And can make full use of Sina’s video and image platform to maximize personal image promotion.In response to these problems,combined with the theory of transfer value and the advantages of Sina’s own media platform,some suggestions for improvement are put forward: make full use of the advantages of the media to improve the value of the event;professional system management,stabilize the value of the event personnel;accurately target the group,target the image of the event Adjust the competition system and the stadium to reduce time cost and event expenses.