市場營銷專題科研項目：消費者行為及消費者心理探究

導師學校介紹

紐約大學（NYU）建校于1831年，是一所享譽世界的私立研究型大學，也是全美辦學規(guī)模最大的名校之一。紐約大學是25所新常春藤院校之一，也是美國大學協(xié)會（AAU）成員。截至2018年10月，學校共計擁有37位諾貝爾獎得主（在全球高校中列第18位）、超過30名普利策獎得主、30余名奧斯卡金像獎得主和19名美國科學院勛章得主。2020-2021年度，紐約大學名列QS世界大學排名第35，U.S.News美國最佳大學排名第30。截至2020年10月，該校的校友、教授及研究人員中產生了38位諾貝爾獎得主（全球第19）、5位菲爾茲獎得主、8位圖靈獎得主，以及26名普利策獎得主，37名奧斯卡金像獎得主。

導師詳細介紹

導師昵稱

Gina

導師級別

教授

導師學校

紐約大學New York University(NYU)

Gina于2020年8月加入紐約大學，擔任體育管理課程的教授。她在加入紐約大學前，擁有8年的教學經驗，她曾擔任哥倫比亞大學體育管理碩士項目的教授，她也是該項目的校友。Gina導師的本科畢業(yè)于維克森林大學的傳播學專業(yè)。

Gina曾擔任XFL紐約衛(wèi)報的傳播總監(jiān)，提供有建設性的傳播策略并領導商業(yè)和足球項目的傳播推廣。在加入職業(yè)足球行列之前，Gina曾在NBA擔任領導職務，包括布魯克林籃網隊和金州勇士隊。2017-19年，她領導了布魯克林體育與娛樂(BSE)的兩個資產:Nassau Veterans Memorial體育管和Long Island Nets的場地和團隊戰(zhàn)略溝通。在這個職位上，她帶頭為Nassau Veterans Memorial體育館的特許經營進行宣傳，包括音樂會、拳擊、大學籃球和家庭表演，同時還支持巴克萊中心(Barclays Center)、布魯克林籃網隊(Brooklyn Nets)和紐約島民隊(New York Islanders)。

Gina還曾在金州勇士隊擔任了三年的公共和社區(qū)關系總監(jiān)（2022年NBA總冠軍）。在勇士隊的那段時間，Gina協(xié)助了兩場季后賽和NBA總決賽的媒體運作，并作為主隊領導了兩場NBA發(fā)展聯盟的媒體運作和戰(zhàn)略溝通。2015-2019年，她還出現在國家和地區(qū)網絡電視上，作為發(fā)展聯盟籃球比賽的場邊記者，她在ESPN、NBA電視、YES網絡和MSG網絡的廣播中獲得了副線位置。

Gina joined New York University as Assistant Clinical Professor of Sport Management in August 2020.She brings eight years of University teaching experience to NYU,after serving as an Adjunct Professor at Columbia University's MS of Sport Management program,of which she is also an alumna.Gina received her BA of Communications from Wake Forest University.

Gina last served as Head of Communications for the XFL's New York Guardians,where she was the primary architect of the communications strategy,leading both business and football communications programs.Prior to joining the ranks of professional football,Gina held leadership roles in the NBA,with both the Brooklyn Nets and Golden State Warriors organizations.She led both venue and team strategic communications for two of Brooklyn Sports&Entertainment(BSE)properties:Nassau Veterans Memorial Coliseum and the Long Island Nets from 2017-19.In that role,she spearheaded communications for Nassau Coliseum’s franchises,including concerts,boxing,college basketball and family shows,while additionally supporting Barclays Center,the Brooklyn Nets and the New York Islanders.

Before her role with the Brooklyn Nets organization,Gina spent three years with the Golden State Warriors as Director of Public and Community Relations.During that time with the Warriors,Gina assisted with media operations for two Playoff and NBA Finals runs as well as led media operations and strategic communications for two NBA G League Showcases as the host team.She has also appeared on national and regional network television as a courtside reporter for G League basketball games where she earned the sideline spot on broadcasts for ESPN,NBA TV,YES Network,and MSG Network from 2015-2019.

適合人群

適合專業(yè)：心理學,管理學,市場營銷,廣播媒體,傳播學,傳媒學,傳媒,消費者心理,品牌管理,消費者行為

項目價格：33800/19800

項目周期：7周在線小組科研+5周論文輔導

是否建議高中生學習：是

是否建議大學生學習：是

語言：英文

難度：低級/中級難度

建議具備的基礎：消費者行為學、市場營銷、粉絲經濟學、消費者心理學、社會學等專業(yè)或希望修讀相關專業(yè)的學生；具備經濟學、心理學基礎知識的學生優(yōu)先

科研項目產出

7周在線小組科研學習+5周論文指導學習共125課時+不限時論文指導

學術報告

優(yōu)秀學員獲主導師Reference Letter

EI/CPCI/Scopus/ProQuest/Crossref/EBSCO或同等級別索引國際會議全文投遞與發(fā)表指導（可用于申請）

結業(yè)證書

成績單

項目介紹

本項目通過讓學生了解球迷的觀點、態(tài)度、喜好，甚至對他們喜愛的球隊的成功和失敗的反應，來深入了解體育迷作為一種特殊消費類別的各個方面。項目從建立體育服務業(yè)產品和服務的典型消費者行為之間的區(qū)別開始。通過對粉絲心理學、社會學和神經科學的研究來深入研究粉絲科學，并根據查閱有關社會群體動力學和人類對社區(qū)的內在動力理論的相關學術文獻，項目還將探討球迷的心理框架。學生將學習球迷行為和他們的經濟動機，以及對體育經濟學、定價模型、營銷傳播活動、票務包裝等的影響。學生將通過案例研究將他們的學習付諸實踐，在案例研究中，學生將根據本項目的理解為運動隊開發(fā)新的產品。

This course delivers an in-depth foundation of the aspects of the sports fan as a special category of consumer by providing students with an understanding of the underpinnings of fans’perspectives,attitudes,affinities,and even reactions to their favorite teams’successes and failures.This course begins with establishing the difference between typical consumer behavior for products and services to the sports service industry.We will delve into the science of fandom by exploring the psychology,sociology and neuroscience of fandom,review relevant academic literature pertaining to theories of social group dynamics and humans’innate drive towards community.We will also explore the psychological framework for fandom.Students will learn about fan behaviors and their economic motivations along with implications for sports economics,pricing models,marketing-communications campaigns,ticketing packages,etc.Students will put their learning into practice through a case study where students will develop a product offering for a sports team,drawing on the insights from this course.

項目背景

消費者行為學是營銷學的重要基礎或根基。21世紀數字化浪潮所發(fā)生的種種顛覆，其根源都在消費者的變化，所以，了解、懂得和洞察消費者非常重要。而真正把握消費者行為是一件很不容易的事，因為消費者行為好似復雜的DNA，如何去破解消費者行為密碼成為了市場營銷中的一大課題。項目以體育產業(yè)為例，探討不同消費者與體育賽事消費行為模式之間的關系，旨在幫助學生掌握市場營銷思維，為未來深造與職業(yè)發(fā)展奠定堅實的基礎。

Consumer behavior is an important foundation of marketing.All kinds of disruptions in the 21st-century digital wave are rooted in changes in consumers,so it is very important to understand and gain insight into consumers.Since consumer behavior is similar to the DNA concept,so how to crack the code of consumer behavior has become a major issue in marketing topic.Taking the sports industry as an example,the project explores the relationship between different consumers and the consumption behavior patterns of sports events,aiming to help students study marketing knowledge and lay a solid foundation for future study and career development.

項目大綱介紹

體育粉絲的分類；觀眾依戀與認同Classifying Sport Fans;Spectator Attachment and Identification

球員對團隊及粉絲忠誠度的心理承諾；體育中心的社會認同與群體成員Psychological Commitment to Team and Fan Loyalty;Social Identity and Group Membership in Sports

品牌資產和消費者資產Brand and Consumer Based Equity

體育賽事中的服務質量Service Quality

項目回顧與成果展示Program Review and Presentation

論文輔導Project Deliverables Tutoring

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