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The Study on the Ticket Marketing Tactics of National Volleyball League Matches

Author: LvYunLong
Tutor: QuDongHua；LiPeng
School: Henan University
Course: Physical Education and Training
Keywords: National Volleyball League Matches admission ticket marketing strategy
CLC: G80-05
Type: Master's thesis
Year: 2006
Downloads: 285
Quote: 1
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Abstract


The National Sports Bureau, in“2,001– 2,010 Sports Reform and Development Summary”, explicitly put forward the proposal“carefully managing the admission ticket”for the professionalizing sports club. Our country’s volleyball professional club starts late and the majorities of the clubs of the national volleyball league tournament don’t know very well and attach insufficient importance to the ticket management marketing strategy. The situation indirectly leads to the relatively deep gap between different clubs’ticket income. Therefore, there is special significance to make a study on the marketing strategy of the national volleyball league matches’admission ticket.Research methods: literature study, interview, questionnaire, observation, statistic analysis, logical analysis.Through interview and investigation to the audiences and the principles from 6 volleyball clubs in 2005-2006 national league matches’season, the results indicate that most of the clubs don’t have a unified criterion in ticket layout designing. Since the advertisement is usually combined with the ticket, it is not convenient for the consumers to get the relative information; most of the clubs grade the tickets, but the price is usually above audiences’expectation which generally is concentrated in 20BMB and 30—50 RMB; the booking channel is not sufficiently unobstructed in some degree, and 37.29% of the interviewed audiences felt inconvenient, 3.32% met difficulty buying the ticket. Those who consider convenient account for 59.39%; advertisement is taken by most of the clubs as the common promotion strategy, while another promotion way that is to utilize public relation doesn’t get enough recognition; most of the clubs don’t launch any market investigation before they make ticket marketing strategy and what’s more 4PS strategy unit lacks scientific theoretical basis.Suggestion: The Chinese volleyball administrative center should request, guide and

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