2024暑期iHUB·北京：體育管理專題：體育產(chǎn)業(yè)商業(yè)化背景下的運(yùn)營策略變革---粉絲經(jīng)濟(jì)對(duì)賽事贊助和服務(wù)模式的影響分析

專業(yè)：管理學(xué)

項(xiàng)目類型：海外導(dǎo)師線下項(xiàng)目

開始時(shí)間：2024年07月21日

是否可加論文：是

項(xiàng)目周期：1周在線科研+14天面授科研+5周在線論文指導(dǎo)

語言：英文

有無剩余名額：余1位

建議學(xué)生年級(jí)：大學(xué)生 高中生

是否必需面試：否

適合專業(yè)：心理學(xué)管理學(xué)傳媒與傳播學(xué)社會(huì)心理學(xué)傳媒體育管理消費(fèi)者心理品牌管理商業(yè)決策消費(fèi)者行為

地點(diǎn)：北京愛迪學(xué)校

建議選修：學(xué)術(shù)方法論與學(xué)術(shù)溝通禮儀

建議具備的基礎(chǔ)：體育管理、體育經(jīng)濟(jì)學(xué)、市場營銷、粉絲經(jīng)濟(jì)學(xué)、社會(huì)學(xué)等專業(yè)或希望修讀相關(guān)專業(yè)的學(xué)生；具備經(jīng)濟(jì)學(xué)、心理學(xué)基礎(chǔ)知識(shí)的學(xué)生優(yōu)先

產(chǎn)出：1周在線科研+14天面授科研+5周在線論文指導(dǎo) 項(xiàng)目報(bào)告 優(yōu)秀學(xué)員獲主導(dǎo)師Reference Letter EI/CPCI/Scopus/ProQuest/Crossref/EBSCO或同等級(jí)別索引國際會(huì)議全文投遞與發(fā)表指導(dǎo)（可用于申請(qǐng)） 結(jié)業(yè)證書 成績單

項(xiàng)目背景：十多年間，粉絲群體從零星喜愛到聚集、從被動(dòng)追星到主動(dòng)造星，從娛樂跨界到體育，正在衍生出新的社群經(jīng)濟(jì)，而這是推動(dòng)各行各業(yè)良性發(fā)展的關(guān)鍵一環(huán)。如今，粉絲經(jīng)濟(jì)是各路體育資本眼中巨大的蛋糕，通過發(fā)行數(shù)字代幣帶來了豐厚的經(jīng)濟(jì)利益，而基于粉絲經(jīng)濟(jì)的“賽事+IP”也將衍生更多盈利模式。粉絲效應(yīng)帶來的好處顯而易見。從賽事的售票、節(jié)目的收視率到產(chǎn)品代言，他們給體育明星帶來了人氣、流量，也進(jìn)而帶來了豐厚的經(jīng)濟(jì)利益。本項(xiàng)目則從粉絲群體切入，全方位研究體育行業(yè)如何取得更大的收益價(jià)值。 With the digitalization of the fan-economy and the digital connection between fans and sports IP, the sports IP-economy has also changed. According to reports, the data correlation between the movie box office and the consumption market in the same period, China's fans' consumption is at least 100 billion in market size, and the fan economy of the sports industry is also Very worth watching and digging. The professional sports operation mechanism can be improved according to the type, psychology, and behavior of fans, and create revenue for the sports industry.

項(xiàng)目介紹：本項(xiàng)目通過讓學(xué)生了解球迷的觀點(diǎn)、態(tài)度、喜好，甚至對(duì)他們喜愛的球隊(duì)的成功和失敗的反應(yīng)，來深入了解體育迷作為一種特殊消費(fèi)類別的各個(gè)方面。項(xiàng)目從建立體育服務(wù)業(yè)產(chǎn)品和服務(wù)的典型消費(fèi)者行為之間的區(qū)別開始。學(xué)生將學(xué)習(xí)球迷行為和他們的經(jīng)濟(jì)動(dòng)機(jī)，以及對(duì)體育經(jīng)濟(jì)學(xué)、定價(jià)模型、營銷傳播活動(dòng)、票務(wù)包裝等的影響。學(xué)生將通過案例研究將他們的學(xué)習(xí)付諸實(shí)踐，在案例研究中，學(xué)生將根據(jù)本項(xiàng)目的理解為運(yùn)動(dòng)隊(duì)開發(fā)新的產(chǎn)品。

This course delivers an in-depth foundation of the aspects of the sports fan as a special consumer category by providing students with an understanding of the underpinnings of fans’ perspectives, attitudes, affinities, and even reactions to their favorite teams’ successes and failures.  Students will learn about fan behaviors and their economic motivations along with implications for sports economics, pricing models, marketing-communications campaigns, ticketing packages, etc. Students will put their learning into practice through a case study where students will develop a product offering for a sports team, drawing on the insights from this course.

項(xiàng)目大綱：體育粉絲的分類； 觀眾依戀與認(rèn)同 Classifying Sports Fans; Spectator Attachment and Identification 球員對(duì)團(tuán)隊(duì)及粉絲忠誠度的心理承諾 Psychological Commitment to Team and Fan Loyalty; 體育的社會(huì)認(rèn)同與群體成員 Social Identity and Group Membership in Sports 品牌資產(chǎn)和消費(fèi)者資產(chǎn) Brand and Consumer Based Equity 體育賽事中的服務(wù)質(zhì)量 Service Quality 項(xiàng)目回顧與成果展示 Program Review and Presentation 論文輔導(dǎo) Project Deliverables Tutoring