| As the top sports in the world,football is popular all over the world,with strong commercial development potential.Data shows that the global football industry output value of up to 500 billion U.S.dollars,and there is more space for development in football market because of the huge number of Chinese fans.In the financial report of the Super Club,the competition day ticket income accounted for only 3% of the total income,can be seen,tickets to the scene to see the ball fans are not much,the popularity of the league is still a great room for progress.Combined with the 2017 season of 16 team home seat rankings,the most prominent problem is the imbalance of the number of clubs,that is,many clubs to the number of spectators changes in volatility,leading to a serious polarization and even fault phenomenon.This shows that fans are not very willing to live in the audience,therefore,in order to better promote the club's good business development,it is necessary and urgent to analyze and study the fans ' behavior at the scene and make a clear development countermeasure for the club on the basis of fully understanding the motives and constraints of the audience's consumption at the scene.In order to encourage more fans to watch on the scene,so that ticket revenue truly become the club's "special skill".This article uses the literature review method,questionnaire survey method,interview method,Mathematical statistics method on the Chinese super audience to carry out an empirical study of the Easter,Central and Western region of the 4 Clubs home audience,a total of 304 effective questionnaires,the study using spss22.0 software for the data obtained by descriptive analysis,factor analysis,Regression analysis and other analytical methods.This paper explores from three angles of restraint,motivation and consumption behavior,on the one hand,focuses the interrelation between the restrictive factors of audience watching and the motivation,and puts forward the hypothesis: H1 Only the intrinsic restriction has negative and significant relationship with the intrinsic motivation of the fans to watch the scene.H2 There was no significant relationship between the constraint factors of fans ' scene and the extrinsic motivation of the scene;On the other hand,this paper focuses the relationship between the motivation of the match and the behavior of watching and puts forward the hypothesis: H3 the motivation of the fans is positively correlated with the behavior of the audience,and H4 the motivation of the fans is positively correlated with the average consumption amount.H5 There is a positive relationship between the motivation of fans and the number of spectators.The results showed that 1.The constraint factors of the fans ' scene are negatively correlated with the intrinsic motivation of the scene;2.There is a significant negative relationship between the internal restriction of the fans ' scene and the external motivation of the scene;3.The motivation factors of football fans are positively correlated with the behavior of watching at the scene.4.There was a positive relationship between the motivation factors of football fans and the average consumption amount in the audience at the 5.There was positive relationship between the motivation factors and the number of spectators.According to the conclusion,this paper puts forward some suggestions and countermeasures for the development of the Chinese Super League: 1.Actively cultivate football consumers,adapt to the development of football "hit" effect;2.Create the brand culture image of the club,enhance the fans ' stickiness;3.Enhance the attractiveness of the league,cultivate a broad audience interest in the game;4.Optimize the club operation mode to meet the diverse needs of the audience. |
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