| China table tennis super league enjoys the reputation of“NBA in the table tennis”circle.The players have included almost all the current national players who are world champions and the latest top 50 players in the international table tennis federation.It is the highest professional table tennis league in the world at present.At the same time,the foundation of China's table tennis people is solid,and many first-line players are highly sought after by domestic and foreign fans,such as Ma Long and Fan Zhendong.However,the reality has not been consistent with it,and even the opposite of the game attendance rate and the current status of the ticket market.The ticket market is a direct response to the level of attention of the event,not only related to the actual box office income of the event,but also has a joint impact on the club team's revenue,expenses,advertising and sponsorship.The study the main purpose is that to improve the formulation of the ticket marketing strategy of the Table Tennis Super League,it provides a reasonable theoretical basis and feasible suggestions for the reference of the Table Tennis Super Association to further promote the professional development of table tennis.This thesis adopts the literature method,questionnaire survey method,mathematical statistics method and other research technique.From the perspective of the on-site watchers of the Table Tennis Super League,through the on-site audience's satisfaction and willingness survey on the current league ticket marketing strategies,this paper studies the problems of the ticket marketing strategies in the league,and draw the following conclusions and countermeasures: First of all,according to the analysis of demographic characteristics,the number of female audience is dominant.The audience age group is mainly young and middle-aged people under 40 years old;Jobs are mainly distributed among students and company employees;The audience is mostly middle and low level consumers in Shanghai.Secondly,at present,the price customization of the ping super league is too high.The general acceptance of the ticket price by the audience is less than 400 yuan,people are more willing to buy the combination ticket with preferential price and the fan group.Thirdly,for the sake of their favorite players and their own favorite table tennis is the main reason for the audience to go to the scene to watch the game.Fourthly,there is a lack of ticket derivative services.The most popular derivative services for the audience are "taking photos with and interacting with stars" and "receiving souvenirs and surrounding stars",with little demand for accommodation and transportation services.Finally,online platforms and social media play an irreplaceable role in ticket marketing,which is not only reflected in the way of watching the game,but also become the main source of information and purchase channel for the audience.In view of the above conclusions,the corresponding strategies are proposed: utilize the "star effect" to develop fans' emotional capital;Adjust ticket price setting;Carry out profit-giving promotion activities;Additional ticket derivative services;Multi-directional cooperation,open up a mode of new ticket sales. |
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