Research On The Influencing Factors And Countermeasures Of The Marketization Operation Of College Volleyball League In China

In order to study the marketization process of the Chinese University Volleyball League and the main factors that affect its marketization process,this study takes the marketization influencing factors of the Chinese University Volleyball League as the research object,and takes the top 24 male and female volleyball teams participating in the 2018-2019 and 2019-2020 seasons of the Chinese University Volleyball League as the research object.First of all,through the Delphi method method to determine the Chinese University Volleyball League marketization influencing factors index system;Secondly,a model of influencing factors on the marketization of the Chinese University Volleyball League was constructed using the Analytic Hierarchy Process(AHP)and the weights of each indicator were calculated.Finally,the effectiveness of the indicator system in evaluating the marketization level of the participating teams in the Chinese University Volleyball League was empirically tested using the fuzzy comprehensive evaluation method combined with the China University of Petroleum(men’s volleyball).The main conclusions drawn from this study are as follows:(1)The influencing factors of the marketization of the China University Volleyball League are the development level of volleyball events,the commercial value of the event,the media publicity,the arrangement of the match system and the specialized talents.The subordinate factors are the venue restrictions,technical requirements,the participation of the masses,the promotion of campus volleyball,the impact of the macro environment,the commercial value of the team,the income channels,the high lights of the event,the exposure of the event,the exposure of the team,the live broadcast of the event,the exciting degree of the event,the arrangement of the match system Professional coaches,team managers,game operation teams,etc.(2)Through the AHP analytic hierarchy process,this paper preliminarily constructs the influencing factor model of the marketization of China University Volleyball Lea gue.The model shows that "the commercial value of the event" has a significant impact on the marketization of China University Volleyball League,followed by "the development level of volleyball events","media publicity","competition system arrangement" and "professional talents".(3)There are four evaluation indicators for the development levelof volleyball events,namely,venue restrictions,technicalrequirements,mas participation and campus volleybal promotion;The influence of venue restriction,mass participation and campus volleyball promotion on the marketization of China University Volleyball League is signific antly higher than the technical requirements,and the influence of venue restriction is the largest.(4)In terms of the impact of the commercial value of the competition on the marketization of the Chinese University Volleyball League,the impact of the macro environment and the highlights of the competition on the marketization of the Chinese University Volleyball League is gre ater than the impact of the team’s commercial value and income channels on the marketization of the Chinese University Volleyball League.(5)Among the influencing factors of media publicity,the influence of event exposure and event live broadcast on the marketization of China University Volleyball League is higher than the team exposure.(6)Among the influencing factors of competition system arrangement and the influencing factors of professional talents,the competition syst em arrangement,professional coaches and event operation team have a greater impact on the marketization of China University Volleyball League.