为体育组织了解和预测体育消费者行为提供框架和指南

Galen Trail
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引用次数: 0

摘要

目的本评论旨在讨论一个框架(体育消费者行为修订模型--R-MSCB;特雷尔,2019 年),以实现以下目标。(1) 为体育营销人员和体育组织提供一个框架,供其在市场研究中使用。(2) 指定产生体育组织、体育营销人员和相关企业合作伙伴可用于改进营销活动的结果和知识所需的流程。(3) 为分析技术和测量结构/工具提供建议,以促进体育产业内的市场研究。前置调查在赛季开始时进行,后置调查在赛季结束时进行。研究小组共进行了 13 项研究,收集了来自 4 个大洲、8 个运动项目和 13 支球队的 7 800 多份前调查答卷(数据收集),还计划收集更多球队的数据,并收集了 2 000 多份赛季后调查答卷,数据收集工作仍在继续。研究结果该项目及其 13 项研究将为体育组织提供理论/框架、知识和流程,使其能够以更有效、更高效的方式开展自己的市场研究,并将向体育组织展示如何理解体育消费者行为的复杂性、背后的动机以及不同个体之间的广泛差异。作者将向体育组织展示如何使用有效、可靠的措施和结构从消费者那里收集数据,从而对消费者进行细分,如何有效地对这些细分市场进行营销,以及如何建立持久的关系,从而培养出满意、忠诚的客户。原创性/价值本文提供了框架和指导原则,使体育营销人员和研究人员在试图解释体育消费者行为时,能够确定具体的变量、结构和关系,从而进一步实现自己的目标。他们可以利用自己的市场调研结果/产出,结合传播战略模型,创建更有效、更高效的营销和传播活动,从而推动关键绩效指标(KPI)的实现并改善收入来源。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Providing a framework and guidelines for sport organizations to understand and predict sport consumer behavior

Purpose

The purpose of this commentary is to discuss a framework (the Revised Model of Sport Consumer Behavior – R-MSCB; Trail, 2019) to accomplish the following objectives. (1) Provide a framework for sport marketers and sport organizations to use in their own market research. (2) Designate the processes needed to generate results and knowledge that sport organizations, sport marketers and associated corporate partners can use to improve marketing campaigns. (3) Provide suggestions for analytic techniques and measurement constructs/instruments that will facilitate market research within the sport industry.

Design/methodology/approach

The author created a 140-item questionnaire for the pre-survey and a 50-item questionnaire for the post-survey. The pre-survey was given at the beginning of the season, and the post-survey was given at the end of the season. The research group has generated a sequence of 13 studies and has collected pre-survey responses from over 7,800 people across 4 continents, 8 sports and 13 teams (data collections), with more teams still planned and over 2,000 post-season survey responses with data collection continuing.

Findings

This project, with its 13 studies, will provide sport organizations with the theories/frameworks, knowledge and processes to do their own market research in a more effective and efficient manner and will show sport organizations how to understand the complexities of sport consumer behavior, the motivations behind it and how it varies extensively across individuals. The author will show sports organizations how to collect data from their consumers using valid and reliable measures and constructs that will allow them to segment their consumers, how to effectively market to those segments and how to establish long-lasting relationships that make a satisfied and loyal customer.

Originality/value

This paper provides the framework and guidelines so that sport marketers and researchers can identify specific variables, constructs and relationships that will further their own objectives when attempting to explain sport consumer behavior. Using their own market research, they can implement the results/output in association with the Communications Strategy Model to create more effective and efficient marketing and communications campaigns and consequently drive key performance indicators (KPIs) and improve revenue streams.

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