著者

山本 悦史 本間 崇教 中西 純司

出版者

Japan Society of Sports Industry

雑誌

スポーツ産業学研究 (ISSN:13430688)

巻号頁・発行日

vol.32, no.3, pp.3_315-3_332, 2022-07-01 (Released:2022-07-23)

参考文献数

36

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The purpose of this study was to categorize spectators in Albirex Niigata’s home games from the aspect of spectator motives and to clarify the characteristics of sports spectators, who constitute a mature market for professional sports. A total of 3,312 samples were classified into four clusters through non-hierarchical cluster analysis by applying the sports spectator motivation scale (Performance, Social, Achievement, Escape, and Drama). One-way analysis of variance, multiple comparisons, chi-square test, and residuals analysis were performed to understand the characteristics of each cluster. Then, based on the characteristics, these clusters were named floating spectators, introverted spectators, habitual spectators, and enthusiastic spectators. The floating spectators cluster was composed of people with weaker commitment and involvement with the club. This segment showed low scores on all sports spectator motivation factors and had a significantly higher proportion of fans in their 40s and first-year fans than other segments. The introverted spectators had a significantly higher percentage of those who had supported the club for 2-4 years. It showed high scores for Performance, Achievement, Escape, and Drama, but a low score for Social. The habitual spectators had a significantly higher proportion of fans who were older adults and had been supporting the club for more than 10 years compared with other segments, and they also had lower scores for Escape and Drama. These scores suggested that such fans expect a type of scheduled victory for the club and that watching games in the stadium has become a part of their daily lives. Finally, in the enthusiastic spectators, the percentage of fans in their 20s and younger was significantly higher, and they had a strong commitment and involvement in the club. Albirex Niigata is expected to realize sustainable growth by developing and implementing a marketing strategy that reflects the characteristics of each segment.

著者

山本 悦史 中西 純司

出版者

日本スポーツ産業学会

雑誌

スポーツ産業学研究 (ISSN:13430688)

巻号頁・発行日

vol.32, no.1, pp.1_97-1_116, 2022 (Released:2022-01-20)

参考文献数

51

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While professional sports clubs in Europe and the U.S. have attained marketability and a public nature simultaneously, many clubs in Japan are struggling to achieve either or both these two values. This study explores the businessization and localization strategies of professional football clubs belonging to the J. League, categorizes the clubs into several types, and examines their marketing dilemmas. A quantitative survey of 35 clubs was conducted from managerial and social marketing perspectives. The findings are as follows: First, through exploratory factor analysis and reliability analysis, three factors were extracted as businessization indexes: stable supply of sport services, rationalization of management, and establishment of a management base. Additionally, two factors were extracted as localization indexes: building a platform for regional cooperation, and promotion of local sports activities. Second, using the geometric means derived from the businessization indexes (three factors, eight items) and the localization indexes (two factors, nine items), a correlation analysis was conducted. The clubs were classified into four types: Advanced club (Type-A), Business-oriented club (Type-B), Community-oriented club (Type-C), and Developing club (Type-D). Finally, from the viewpoint of the ABCD model, an analytical model for professional football club management is proposed. We suggest that there can be both synergies and trade-offs between businessization and localization.

著者

本間 崇教 山本 悦史

出版者

学校法人松商学園松本大学

雑誌

松本大学研究紀要 = The Journal of Matsumoto University (ISSN:13480618)

巻号頁・発行日

vol.20, pp.107-113, 2023-03-10

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本研究は、学術的な観察対象にされることの少ない野球独立リーグ観戦者を対象とした基礎資料の作成を目的とする。調査対象として、BCリーグに所属する新潟アルビレックスBCを取り上げ、観戦者及び球団のマーケティング施策に関する定量データを収集した。データ収集は新潟アルビレックスBCのホームゲームにて実施し、マーケティング施策の参考となるデータ収集のために、調査前に球団職員へヒアリングを行いながら調査票を作成した。得られたデータを用いて、一部Jリーグ観戦者調査のデータと比較しながら、独立リーグ観戦者調査の特性について明らかにした。その結果、基本属性や行動特性においてJリーグ観戦者とは異なる性質が確認された。