Research On Satisfaction Evaluation Of Bridge Promotion Activities Based On IPA Model

As an intellectual sport suitable for all ages,bridge plays a unique and irreplaceable role in promoting the high-quality development of the national fitness cause.On April 8,2018.the "overall plan for the implementation of the national chess and card promotion project in hundreds of cities,thousands of counties and thousands of townships" issued by Board and Card Games Administrative Center of the General Administration of Sport in China.It identified bridge as one of the five key development projects.In recent years,the national,local government and sports departments have attached great importance to bridge,and the promotion of bridge has been carried out intensively,attracting great attention from the academic,the political and the industry circle.But how is the effect of the bridge promotion?Has it reached the original intention and assumption of the Chinese Bridge Association.At present,there is still a lack of research on this aspect,so the scientific evaluation of the effect of bridge promotion activities has become an urgent issue for the development of bridgeBased on the above background,this paper used the Customer Satisfaction Theory and Expectation-Disconfirmation Theory for reference,adopted the method of literature,interview,questionnaire,mathematical statistics,took SPSS21.0 as a software tool.And took the audience satisfaction as the entry point to study the effect of bridge promotion.Firstly,on the basis of summarizing the existing researches of scholars and combining with the characteristics of bridge promotion activities,the satisfaction evaluation index system of bridge promotion activities was scientifically constructed.Secondly,taking the Bridge Culture Lecture as an example,an empirical study was carried out.A total of 399 valid questionnaires were obtained,and the basic characteristics of the sample were analyzed.According to the survey of the importance and satisfaction of indicators and the overall satisfaction of the evaluation of the promotion activities of bridge,the paper presents the status of the bridge promotion activities satisfaction.Thirdly,the IPA model is constructed to analyze the satisfaction of bridge promotion activities and put forward the differentiation strategy.Finally,the paper explores the dynamic system of improving the satisfaction of bridge promotion activities.The main conclusions of this study are:(1)The evaluation index system of bridge sport promotion activity satisfaction is constructed.Based on the questionnaire survey data,the dimensions and indicators of the satisfaction measurement scale of bridge promotion activities are verified and improved to ensure the reliability and applicability of the scale.There are 4 dimensions and 28 indicators in total,including publicity effect,lecture content quality,lecture organization ability and technical support.(2)The author demonstrate the satisfaction status of bridge promotion activities.Through the analysis of the audience's important perception and satisfaction evaluation on the indicators of bridge sports promotion activities,it is found that the average value of the current evaluation indicators of bridge sports promotion activities is higher than the average value of satisfaction,indicating that the bridge sports promotion activities have not fully met the audience's psychological expectations,and there is a certain improvement gap in the service supply of bridge sports promotion activities provided by China Bridge Association Room.(3)This paper analyzes the influence of each index on the satisfaction of bridge promotion activities.Through the construction of IPA model of bridge sports promotion activities,the indexes affecting the satisfaction of bridge sports promotion activities are divided.The importance and satisfaction of 11 indicators such as "credibility of publicity channels" are highly evaluated by the audience,which are the advantages of bridge promotion activities The evaluation of the importance of the indicators such as "the professional quality of the student leader" is high,but the evaluation of satisfaction is low.These indicators are the key to restrict the improvement of the satisfaction of the promotion activities of the bridge game.The organizers of the activities should immediately and emphatically solve the problems in this regard,followed by the indicators such as "the diversity of publicity channels" and the evaluation of the importance and satisfaction are low.The importance evaluation of the two indicators of "lecture content fit the theme" and "infrastructure completeness" is low,but the satisfaction evaluation is high.In the future,appropriate regulation and control should be carried out to avoid spending a lot of energy and resources.(4)This paper puts forward the strategies to improve the satisfaction of bridge promotion activities.According to the seriousness and urgency of the problem,the key points of the future promotion of bridge games are defined,and the differentiation strategy is put forward as the decision-making basis for managers to improve the effect of practical activities of bridge games promotion in the future.First,the sustainable promotion strategy:design the implementation program of the activity scientifically;establish a long-term mechanism for the promotion of bridge.Second,the key improvement strategy:innovate teaching methods and standardize bridge system;Fill up the shortage of the selection of student leaders,and improve the assessment mechanism of student leaders.Third,the active expansion strategy:strengthen scientific research and excavate the value of bridge;increase publicity efforts and broaden publicity channels;optimize the fund management method and make their use more standardized and flexible.Fourth,moderate maintenance strategy:the extent to which the activities conform to the theme shall be appropriately regulated and infrastructure deployment continued.