Study On The Degree Of The Loyalty Of The Audience Towards The Fighting Art Of Wushu

Martial arts as a business card of the country,martial arts tournament has been popular with Chinese people,with sports boom in recent years,the martial sports consumer attention more and more high,under the condition of national policy support,the martial arts tournament also have sprung up,loyal customers are the powerful guarantee of survival and judging the marketing of the event is good or not is very important.So let business martial competition sports industry can quickly adapt to the increasingly competitive environment,able to better the marketing target market,improve the satisfaction of the target population,eventually reach the audience loyalty is a sword head-to-head competition must to solve an important problem,has important practical significance and research value.This study using the literature material method,interview method,field survey method,questionnaire survey,mathematical statistics,logic analysis and other research methods,through the satisfaction of the organization's quality,the scene perception and match 12 indexes of level 3,and behavior loyalty and emotion loyalty of two indicators for a total of 14 indicators,five basic demographic characteristics as well as the channels and the number of purchasing tickets,to analysis different groups of loyalty and influence the loyalty of the characteristics and differences,the following conclusions:The differences in the demographic characteristics of the spectators were obvious.Site is given priority to with the male audience,26-35 years old the most young and middle-aged,the success of the middle-aged and old age people is yet to be developed,at the same time the whole audience's cultural level all ascending,high school,college,bachelor's degree of the audience is more,highly educated people for event recognition is higher and higher.At the same time,as the thought of the most active students watch the largest number,career and income into the stability of the enterprises and institutions and government organs and monthly income of more than5000 viewers remain to be improved,in the average family's income on a scale of0-5000 to 2000-3500350 basic income and the proportion of middle-income people watch is more,the ticket price satisfaction on the way of network ticket and complimentary ticket form is given priority to,the scene to buy tickets way gradually become auxiliary way.The satisfaction of the audience reflects the low recognition of the brand.The relationship between satisfaction and loyalty was confirmed by the comparison.The spectators were satisfied with the quality of the event,and the average satisfaction of the event was slightly lower.And the higher the level of education,the higher the level of the overall requirements,the lower the trend of the decrease in the degree of satisfaction.At the same time,there are fewer than 5,000 high-earning,high-earning audiences.It shows that the audience has no deep knowledge of the brand culture of the event.Because of the lack of brand culture and the lack of deep impression,the audience has not yet reached the cultural identity of the competition.There is room for improvement in audience loyalty.The student stage audience has the highest emotional loyalty,followed by the star worshiping the athlete.In high school and college,they have a strong sense of curiosity and eagerness to engage in a desire to be a great potential group and broadcast platform.In addition,there should be more discrimination in the treatment of high earners to meet the social psychological needs of their attention and respect.In addition,actively to create'atmosphere,full of care to the female audience's demand,and the corresponding increase satisfaction,it will have very good effect on the whole event of propaganda,to improve the overall loyalty.