恒大、富力两家职业足球俱乐部主场球迷消费行为的比较分析.pdfVIP

迷对购票地点和途径的便利性感到比较便利和非常便利，两队少部分非会 员球迷对购票地点和途径的便利性感到不便利或非常不便利。两队七到八 成的会员球迷认为主场的交通比较便利和非常便利，九成的恒大非会员认 为主场的交通比较便利和非常便利。六成的富力非会员球迷认为交通一般 便利和不便利。两成的恒大球迷认为周边配套设施不便利和非常不便利， 但是其他球迷大部分认为是比较便利和一般便利。 6. 恒大会员获取信息的主要方式是互联网和移动互联网，富力球迷获取信息 的主要方式是通过家人、朋友、同事的介绍和互联网，恒大非会员主要通 过互联网和电视媒体获得信息。两队球迷主要的线上交流工具是微信和微 博，两队会员球迷经常浏览官网和论坛，富力非会员浏览官网论坛的频率 最低。六成的恒大球迷认为俱乐部的宣传力度大，近六成的富力球迷认为 俱乐部的宣传力度小。线下活动，两家俱乐部开展的数量相似，但质量和 亲和度，富力俱乐部做的更好。 关键词：恒大足球俱乐部；富力足球俱乐部；会员球迷；非会员球迷；球迷消 费行为 ABSTRACT The two professional football clubs Guangzhou Evergrande and Guangzhou RF differ in size, strength and influence. This study was conducted to examine the characteristics and differences between the consumer behaviors of both clubs‟ football fans in the stadium in order to provide marketing advice for both clubs. It is also aimed at analyzing the current situation in regard to fans‟ evaluation of the clubs‟ work and trying to provide advice accordingly. Therefore, this study uses the 4Cs marketing theory analyzing and comparing the four aspects of customer, cost, convenience and communication for fan club members and non-members of both professional football clubs. The main conclusions are as follows: 1.The way which development is perceived differs between the two clubs. Guangzhou Evergrande operates according to the “big investment, big output approach which provides fast short-term results but the club‟s long-term development remains the main concern. Guangzhou RF on the other hand operates following a “steady, long- term development” approach. This approach lays a solid foundation for the club‟s development but brings disadvantages in terms of a slow expansion of their influence while standing in the shadow of Guangzhou Evergrande.