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市場調查報告書
全球體育習慣及市場預測
For the Love of the Game - Global Sporting Habits and Implications for Marketers
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本報告已在2011年07月19日停止出版。
本報告書內容包括：全球體育習慣調查、體育參與、全球性體育活動、電視觀賞、知名選手的品牌建立等體育行銷等促進體育市場發展因素、體育觀賞、體育支出等各國市場動向、未來市場預測等。內容綱要摘記如下：
實施概要
介紹
- 扮演集大成角色的體育
- 抒解壓力的體育
- 多媒體提供許多觀賞的機會
- 觀賞vs參與
促進因素
- 對體育活動的態度
- 對體育活動的一般關注
- 體育活動偏好
- 參與體育活動
- 涉入體育活動
- 主要體育活動分析
- 概要
- FIFA世界盃足球賽
- 奧運
- 超級盃
- 板球世界盃
- F1
- UEFA歐洲足球冠軍盃
- 美式足球世界盃
- 電視觀賞
- 國際體育活動的重要性
- 觀賞統計
- 地上波數位電視
- 網路電視
- 行動電視
- 體育行銷
- 概要
- 奧運
- FIFA世界盃足球賽
- 超級盃
- F1
- 溫布頓網球公開賽
- 透過知名體育選手建立品牌形象
主要市場動向
- 澳洲
- 對體育的關心
- 參與體育活動
- 觀賞體育賽事
- 對體育活動的支出
- 巴西
- 中國
- 法國
- 德國
- 日本
- 英國
- 美國
未來動向
- 體育活動因健康取向增強而受惠
- 觀賞水準居高不下
- 宅男宅女傾向集體地刺激電視觀賞
- 體育活動更加全球化
- 北京奧運的遺產
- 小眾體育更吸引大眾的興趣
- 未來的知名人士品牌
Abstract
- For the Love of the Game - Global Sporting Habits and Implications for
Marketers.
- Sport watching and participation habits and how they impact on brands and
consumer goods marketing.
- Euromonitor International strategy briefings alert you to global trends
predicted to influence consumer markets.
- They offer insight to changing market conditions and the opportunities and
challenges you need to address to maintain a competitive advantage.
- Euromonitor International has over 30 years experience of publishing
market research reports, business reference books and online information
systems.
- With offices in London, Chicago, Singapore, Shanghai, Vilniuis, Dubai and
Cape Town and a network of over 600 analysts worldwide, Euromonitor
International has a unique capability to develop reliable information
resources to help drive informed strategic planning.
Table of Contents
- List of Contents and Tables
- Executive Summary
- Drivers
- Levels of Engagement With Sport
- Chart 1 Overlap of Leading Sports by Interest, Participation and
Spectating 2007
- Trends in Key Markets
- Summary 1 Summary of Sporting Preferences in Key Markets 2007
- Outlook
- Summary 2 Opportunities Created by Globalisation of Sport
- Introduction
- Drivers
- Attitudes Towards Sports
- Chart 2 General Interest in Sport by Country 2007
- Summary 3 National Sports in Major Markets 2008
- Summary 4 Most Popular Sports 2007
- Chart 3 Leading Sports by Participation Rate 2007
- Chart 4 Leading Spectator Sports 2007
- Analysis of Major Sporting Events
- Summary 5 Rugby World Cup: Viewing Figures 1995-2007
- TV Watching
- Table 1 US TV Viewing Trends 2001-2006
- Table 2 Digital Satellite Pay-TV Subscribers in Europe by Key Market
2002/2007
- Table 3 Mobile TV Penetration in the US 2007
- Sports-related Marketing
- Table 4 Leading Companies Associated with Sports Sponsorship 2007
- Summary 6 Beijing Olympic Games: Worldwide Olympic Partners 2008
- Summary 7 South Africa FIFA World Cup 2010 Sponsors
- Table 5 Leading International Sports Personalities 2007
- Trends in Key Markets
- Australia
- Summary 8 Australia: Top 10 Sports by Self-reported Interest 2007
- Table 6 Australia: Characteristics of Frequent Participants in Physical
Activity 2006
- Table 7 Australia: Participation in Organised Activity by Type of
Organisation 2006
- Table 8 Australia: Top 10 Organised Activities by Type 2001/2006
- Table 9 Australia: Characteristics of People Attending Sport 2006
- Table 10 Australia: 15 Most Popular Spectator Sports 2006
- Chart 5 Australia: % Viewing by Type of TV 2002-2007
- Table 11 Australia: Household Expenditure on Selected Sport and Fitness
Products and Services 1999/2004
- Brazil
- Table 12 Brazil: Levels of Engagement With Sport by Age Group 2008
- Table 13 Brazil: Seven Most Practised Sports 2006
- Table 14 Brazil: 10 Sports Most Consumed Through the Media 2006
- Chart 6 Brazil: Sports by Type of Media 2006
- Chart 7 Brazil: Expenditure on Sports Clothing, Equipment and Related
Articles in 2007
- China
- Summary 9 China: Top 10 Sports by Self-reported Interest 2007
- Table 15 Leading International Sports Personalities Cited by Chinese
People 2007
- France
- Table 16 France: National Expenditure on Sport 2001-2005
- Summary 10 France: Top 10 Sports by Self-reported Interest 2007
- Table 17 France: Leading Sports by Number of Members 2005-2006
- Table 18 Leading International Sports Personalities Cited by French
People 2007
- Table 19 France: Household Expenditure on Sport 2001-2005
- Germany
- Summary 11 Germany: Top 10 Sports by Self-reported Interest 2007
- Table 20 Germany: Leading Sports by Number of Club Members 2005
- Table 21 Leading International Sports Personalities Cited by German
People 2007
- Table 22 Germany: Household Expenditure on Sport 2000
- Japan
- Summary 12 Japan: Top 10 Sports by Self-reported Interest 2007
- Table 23 Japan: Number of People Participating in Physical Activity by
Type 2006
- Table 24 Japan: Most Popularly Viewed Sports 2005/2007
- Table 25 Leading International Sports Personalities Cited by Japanese
People 2007
- Chart 8 Japan: Expenditure on Sports-related Items by Category 2007
- UK
- Summary 13 UK: Top 10 Sports by Self-reported Interest 2007
- Table 26 UK: Adult Participation Rates by Type of Activity and by Sex
2002
- Table 27 Top 10 Sports Watched on TV 2005
- Chart 9 UK: Attitudes Towards the Olympic Games 2008
- Table 28 Leading International Sports Personalities Cited by British
People 2007
- Table 29 UK: Consumer Expenditure on Sporting Goods and Services
2003-2007
- US
- Summary 14 US: Top 10 Sports by Self-reported Interest 2007
- Table 30 US: Top 10 Most Popular Sports 2002-2006
- Table 31 US: Participation in Selected Sports Activities 2005/2007
- Table 32 US: Selected Spectator Sports 2002-2006
- Summary 15 US: Top 10 TV Sporting Events by Ratings 2007
- Table 33 US: Sports Goods Sales by Category 2002-2006
- Future Trends
- Table 34 US: Attitudes Towards Attending Future Sports Events, June 2008
- Summary 16 Forthcoming Global Sporting Events 2010-1014
- For the Love of the Game - Global Sporting Habits and Implications for
Marketers World
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