After 1980s, with the emergence of high-tech products and services, marketing of 4V marketing mix: differentiation (Vari-ation), functional (Versatility), value added (Value) and resonance (Vibration) 1, the consumer demand-oriented, emphasizes that enterprises should be the first to improve customer value in the first place. To improve customer value is to create customers indirectly, to create product differentiation. In the development of the sports industry becomes more mature, although the occupation sports in China is in a good momentum of development, but there are still some problems, such as the overall small scale, weak vitality, the proportion of low, these problems have seriously hindered the development of the sports industry. In October 2014, the State Council proposed to accelerate the development of the sports industry, its purpose is to improve the value of the sports industry, professional sports is also the focus of development. Because the occupation League as an important part of sports industry, and the fans as the largest capital and the core of the league, so fans with action can not be ignored in the process of the development of the sports industry to promote good 2.
In this paper, the fans as the club's target customers, from the perspective of customer value analysis of the elements of the loyalty of the fans, which will provide new support for the club to develop new fans and loyal supporters to provide theoretical support.
A review of customer value theory
(a) foreign customer value theory
In the early study of customer value, customer value is considered to be part of the actual value of a product or service that exceeds the customer's expectations. For example, Potter believes that customer value is the perception of customer purchase cost and performance. Philip Kotler proposed that customer value is a part of the total customer cost is lower or higher than the total customer value and total customer cost refers to the product or service by access to money, time and energy use in the stage of the cost, the total customer value refers to the value of the product or service are expected in service image, products and services from the customer.
From the angle of economics, Mehta puts forward that customer value is the maximum economic cost that consumers are willing to pay for the products and services when they know the core products and services. Monroe puts forward that customer value is the perception of the buyer of the product, which reflects the satisfaction of the product and service, and the perception of the product. Groro put forward the relationship between the starting point and the end of the relationship between the value of the process, this process should be greater than the value of the simple transaction marketing and provide this value to the customer.
Customer value is the most widely recognized is the definition of Woodruff, he believes that customer value is the customer for the product attributes, and achieve the effect under certain conditions (obstacle) perception of evaluation and preference of the expected goal in the process of. He stressed that the perceived preferences and evaluation of the customer constitute the customer value, and the customer experience with the product, the use of the situation connected [3].
(two) domestic customer value theory
Zhang Mingli in the foundation of foreign customer value theory, put forward a more complete definition: in a given situation, the customer perception of product function and attribute relative to competitors or their expectations, and the full cost measure produced in the realization of the use of products results in the formation of perception and evaluation of products. Wu Yonghong believes that customer value is the customer of the specific needs of individuals or groups with the intention of product perception, are or will be obtained from certain requirements to meet the situation in specific income and to get the income paid by the total cost, and the trade-off between product evaluation, total revenue and total cost comparison produced after 4. The views of experts, including the customer value is the customer perception, customer on the product or service is expected to meet in the process of measure to pay the cost and benefits of enterprises after the emotional connection.
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Two, the definition of the concept of fan loyalty
(1) the concept of fan loyalty
Generally speaking, the fans refers to a ball sports enthusiasts, they are a special group of customers, will for a long time to watch the game, collecting hobby project information, show the dynamic behavior in the game, and has a fanatical emotion feature of the audience. This article refers to football fans. Loyalty is usually a matter of conscience to the country, career and friends, no. Fan loyalty is the support of the fans to the club, is a recognition of values. As an enterprise, its main purpose is to pursue its own economic growth. In order to improve the income, the club used to use the team's own resources to promote the club to the fans, but ignored the fundamental needs of the fans - customer value. In addition, the lack of accurate positioning of club events, also has yet to build a high level of fan service system, which leads to the low fan loyalty to the club, to the development of occupation club has hampered the great 5.
Combing the domestic scholars in recent years for the fans the main content of the research are: management mechanism, organization structure and consumer behavior and satisfaction, and relates to the club operation internal and external environment; in the literature of the scholars mostly from government departments, organization development, sociology research theory, and ignore their own psychological analysis from the fans the point of view to analyze the emotional appeal of the team and the fans loyal elements, there is a big shortage of fans. In this paper, from the perspective of customer value, the fans and their loyalty are analyzed.
(two) the level of fan loyalty
According to the way of obtaining information can be classified as the loyalty of fans: one is the scene type, i.e. the club tournament will be possible to go to the scene to watch the game; two is live TV, which is rarely to the scene to watch the game, usually through television or network video broadcast way, which is the number of a class of fans up; three is the mobile phone media, which some fans through WeChat, micro-blog, and other ways to participate in the event of "understanding; four is the print size, namely through traditional media such as newspapers and magazines to read understand events news and reviews.
Based on this, the fans can be divided into four levels according to customer contribution value to establish the customer Pyramid, Pyramid in the top of the fans for the team's loyalty to the highest contribution to the team's profit is also the largest. The four levels from the top brass, silver, platinum, diamond class. Brass class is the bottom of the customer, the lowest value, the largest number of fans, the fans rarely go to the stadium to see the game and buy souvenirs. Silver class is occasionally able to go to the scene to watch a few games, but little contribution to the team, the customer value is relatively low. Platinum class refers to often go to the scene to watch the game, but also love the collection of souvenirs, high customer value. Diamond class almost every time to go to the scene to watch the game, is a hardcore fans, the team's contribution rate is very high, the largest customer value.
According to marketing theory, the 28 law, the club should focus on the key part of the fans. The club locked the top 20% fans, you can seize the contribution of the fans in the profits of the 80%, while saving up to 80% of the time and money, but also to find potential target customers, more convenient to enhance the loyalty of fans to the club.
Three, the influence factors of low loyalty
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(a) the level of quality is not high
Our football club most pursuit of the goal of profit maximization strategy, in the operation of the team is a center with economic benefits, ignoring the overall quality of the team and the players, led the team tactical level in the construction team, uneven in quality; the club will introduce foreign aid and investment to star players, ignore the youth team in the short term the earnings effect is very good, long term, like poison. Fans pay the cost but it is difficult to enjoy a high level of competition, so companies earn a profit but sacrifice the value of the customer's fans.
(two) the fans have low identity
China's Professional Football League was founded in 1994, the club team is not mature. Therefore, the identity of the fans on the values of the team is lower than the European and American clubs. As a customer, the concept of value affects the preference of a certain commodity. Changes in the macro environment, work content and so on will encourage the concept of fans to change, and then change the degree of recognition of the club. When the identity of the fans gradually increased, but did not watch the wonderful game, resulting in the expectations of the fans did not realize the value. Eventually makes the fans no longer agree with the team.
(three) domestic club brand image is weak
Part of the brand image is the customer value, the foreign club can give fans a better customer experience value, thereby increasing the loyalty of fans, and then lead to the domestic football league loss of a large number of loyal fans. The five major league in Europe has a very good technical level and offensive style, the competition is strong, the customer value is relatively high. In addition, the Spanish Real Madrid and Barcelona; Chelsea and Manchester United in the Premier League; the Serie A inter Milan and AC Milan are world famous club in the world are excellent club brand image. In contrast, there are few clubs with good brands, the overall brand image is weak. The above factors show that, due to China's Football League to provide a low value of the customer experience, there is a low demand for fans to watch the domestic football game.
Four, improve the loyalty of fans
(a) improve the level of service quality
Influence factors of customer value is introduced before the consumer behavior are the main quality and satisfaction in the tourism industry, Beck et al. Study results further indicate: role satisfaction on behavior intention, is greater than the action of quality on the behavior in 6, loyal fans are exhibited by the consumer behavior of the fans. The exciting game is a kind of high quality products, when the fans to enjoy this product in the field, the costs (tickets, time and energy) will be less than get the fans return, so fans will have a very high degree of satisfaction for the club and generate repeat purchase behavior, if the event level is too low, the fans will be stop buying behavior. Compared with other products, sports products have two distinct characteristics, namely, the simultaneity of production and consumption and the invisibility of products. The simultaneous determination of the characteristics of the game products must be involved in the sports event. Fans to experience events scene is the key to cultivate loyal fans, so as to improve the quality and service level of club competition, so fans can feel good competition atmosphere and service, in order to improve the fans of the customer value, ultimately enhance the loyalty of fans.
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(two) enhance the fans' sense of team identity
The fans when compared to the other product has an obvious characteristic is the regional situation is normal, the local fans loyal to the local team, the club represented in the local image, sometimes beyond the sport itself to link city feelings, but also in major tournaments, the team will be carrying the symbol of the city 7. For example, the world's largest exporter of football talent Brazil, because of the high degree of recognition of football, football has become an image of Brazil. The identity of the team can also be achieved through the reserve fans. The club to carry out the interaction of the fans team, donated sporting goods, the construction of small football venues and other measures to make the club in the hearts of fans to form an intuitive physical image. Because when the customer to participate in the experience, the customer value will be created at the same time, so that the fans will be able to form a commemorative value, which is worthy of a permanent collection of souvenirs. So when these fans have a sense of identity for the team, it is likely to become the club's loyal fans.
(three) shaping the brand image of the club
The club should pay attention to brand building, its purpose is to make the club in the field as a benchmark. When a customer is talking or watching a football match, he can instantly connect with the club. For example, said the world cup will think of the star of Brazil, when talking about the Spanish time, there will be a lot of people think of Real Madrid and barcelona. Seen from the development of European football fans, football can be used as city or country brand, for football brand city people, rely on city based emotion, fans will also have the strong sense of loyalty to the local football club. High loyalty domestic football clubs are Beijing Guoan, since 2000 began to establish national security fans club, after more than and 10 years of development and improvement, training a large number of fans club, established a strong loyalty between the club and the fans.
(four) to create the fans emotional attribution
The emotional attribution of the fans is emotional communication, self satisfaction, self realization and recognition. According to Maslow's theory of needs, human needs can be divided into five categories: physiological needs, security needs, social needs, esteem needs and self actualization needs. When the fans love when a team, the team will usually spread around the glorious history or story, has gained fans exchanges between social needs, on the other hand may get respect from others, which meet the demand of self. At the same time, the good interaction between the team and the fans, both to enhance the club's management requirements for the team, but also to stimulate the positive energy of life and work for the fans. The club to share with the fans of the team's resources, such as the team signature, club souvenirs and other cultural value of the goods, so that fans are willing to consume the team's cultural products. Through these ways to allow the club's fans to enhance the sense of belonging and sense of pride. Finally achieve the gradual formation of fan preferences, the goal of improving the loyalty of fans.
Reference?
1 3 Ma Lianfu, Zhang Huimin. Customer value marketing - the driving force of enterprise growth [M]. Beijing: Capital University of Economics and Business press, 2006:
16-17182-185.