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采用问卷调查、数理统计等研究方法,分析网球大师杯·上海赛现场观众的基本特征。结果显示:无论是中国籍观众还是外国籍观众,均具有年龄轻、高学历、高收入的基本特征。具体表现为:男女性观众比例较为均衡,女性观众比例逐年上升;中青年及学生、企业员工是主要观赛人群;70%以上的观众拥有大专及以上学历;50%以上的中国观众来自中产家庭,外国观众中家庭人均年收入超过4万美元的占大多数。建议挖掘女性产品和服务的赞助商,制定营销手段吸引非上海观众观赛。
Using the research methods such as questionnaire and mathematical statistics, this paper analyzes the basic features of the tennis masters and Shanghai spectators. The result shows that both the Chinese audience and the foreign audience have the basic characteristics of being young, highly educated and of high income. The specific performance is as follows: the ratio of male and female audiences is more balanced, the proportion of female audiences is increasing year by year; middle-aged and young people, students and employees are the major spectators; over 70% of the audience have college degree or above; over 50% of Chinese audience come from middle-class families , Foreign families in the family average annual income of more than 40,000 US dollars accounted for the majority. Proposed to tap the sponsors of women’s products and services, develop marketing tools to attract non-Shanghai audience spectators.