The Evaluation Method Of Customer Value In Spore Event And Cropirical Research

This article put forward the concept of customer value in sport event and its calculation method. In order to carry out this research, the author reviewed the relevant literatures, conducted interviews with the experts and used Delphi to work out the definition of the customer value in the sport event. The percentage of index at each individual level had been given through the two rounds of expert questionnaires. Finally, the author took the example of Bucks and Warriors NBA China game on October 18, 2008 in Beijing Wukesong Stadium to conduct the research on customer value. The results provided technical support and theoretical support for our evaluation of customer value in sport event.The findings are as follows: Customer value in sport event, which is influenced by the audience's perception, taste and other factors, is the benefit made by their consumption of sport products. And it is the comprehensive evaluation of perceptive benefits and loss. The evaluation index of sport event includes two value target layers, which are the customer's perceptive profits and the perceptive loss; four criteria layers of customers perceived profits : core interests, the formed interest, expected interests and extended interests; four criteria layers of customers perceptive loss: currency cost, time cost, physiological cost, psychological cost; 38 object layers,in which, the perceptive profits cover 27 indicators and 11 losses.The result of customer value index system in sport event makes it possible to evaluate the quantitative establishment of sport event, and the prose of the calculation formula makes it a simple operation for the evaluation of sport event. The empirical study further validates the feasibility of the operational methods.