市场营销专题科研项目：消费者行为及消费者心理探究

导师学校介绍

纽约大学（NYU）建校于1831年，是一所享誉世界的私立研究型大学，也是全美办学规模最大的名校之一。纽约大学是25所新常春藤院校之一，也是美国大学协会（AAU）成员。截至2018年10月，学校共计拥有37位诺贝尔奖得主（在全球高校中列第18位）、超过30名普利策奖得主、30余名奥斯卡金像奖得主和19名美国科学院勋章得主。2020-2021年度，纽约大学名列QS世界大学排名第35，U.S.News美国最佳大学排名第30。截至2020年10月，该校的校友、教授及研究人员中产生了38位诺贝尔奖得主（全球第19）、5位菲尔兹奖得主、8位图灵奖得主，以及26名普利策奖得主，37名奥斯卡金像奖得主。

导师详细介绍

导师昵称

Gina

导师级别

教授

导师学校

纽约大学New York University(NYU)

Gina于2020年8月加入纽约大学，担任体育管理课程的教授。她在加入纽约大学前，拥有8年的教学经验，她曾担任哥伦比亚大学体育管理硕士项目的教授，她也是该项目的校友。Gina导师的本科毕业于维克森林大学的传播学专业。

Gina曾担任XFL纽约卫报的传播总监，提供有建设性的传播策略并领导商业和足球项目的传播推广。在加入职业足球行列之前，Gina曾在NBA担任领导职务，包括布鲁克林篮网队和金州勇士队。2017-19年，她领导了布鲁克林体育与娱乐(BSE)的两个资产:Nassau Veterans Memorial体育管和Long Island Nets的场地和团队战略沟通。在这个职位上，她带头为Nassau Veterans Memorial体育馆的特许经营进行宣传，包括音乐会、拳击、大学篮球和家庭表演，同时还支持巴克莱中心(Barclays Center)、布鲁克林篮网队(Brooklyn Nets)和纽约岛民队(New York Islanders)。

Gina还曾在金州勇士队担任了三年的公共和社区关系总监（2022年NBA总冠军）。在勇士队的那段时间，Gina协助了两场季后赛和NBA总决赛的媒体运作，并作为主队领导了两场NBA发展联盟的媒体运作和战略沟通。2015-2019年，她还出现在国家和地区网络电视上，作为发展联盟篮球比赛的场边记者，她在ESPN、NBA电视、YES网络和MSG网络的广播中获得了副线位置。

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.

适合人群

适合专业：心理学,管理学,市场营销,广播媒体,传播学,传媒学,传媒,消费者心理,品牌管理,消费者行为

项目价格：33800/19800

项目周期：7周在线小组科研+5周论文辅导

是否建议高中生学习：是

是否建议大学生学习：是

语言：英文

难度：低级/中级难度

建议具备的基础：消费者行为学、市场营销、粉丝经济学、消费者心理学、社会学等专业或希望修读相关专业的学生；具备经济学、心理学基础知识的学生优先

科研项目产出

7周在线小组科研学习+5周论文指导学习共125课时+不限时论文指导

学术报告

优秀学员获主导师Reference Letter

EI/CPCI/Scopus/ProQuest/Crossref/EBSCO或同等级别索引国际会议全文投递与发表指导（可用于申请）

结业证书

成绩单

项目介绍

本项目通过让学生了解球迷的观点、态度、喜好，甚至对他们喜爱的球队的成功和失败的反应，来深入了解体育迷作为一种特殊消费类别的各个方面。项目从建立体育服务业产品和服务的典型消费者行为之间的区别开始。通过对粉丝心理学、社会学和神经科学的研究来深入研究粉丝科学，并根据查阅有关社会群体动力学和人类对社区的内在动力理论的相关学术文献，项目还将探讨球迷的心理框架。学生将学习球迷行为和他们的经济动机，以及对体育经济学、定价模型、营销传播活动、票务包装等的影响。学生将通过案例研究将他们的学习付诸实践，在案例研究中，学生将根据本项目的理解为运动队开发新的产品。

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.

项目背景

消费者行为学是营销学的重要基础或根基。21世纪数字化浪潮所发生的种种颠覆，其根源都在消费者的变化，所以，了解、懂得和洞察消费者非常重要。而真正把握消费者行为是一件很不容易的事，因为消费者行为好似复杂的DNA，如何去破解消费者行为密码成为了市场营销中的一大课题。项目以体育产业为例，探讨不同消费者与体育赛事消费行为模式之间的关系，旨在帮助学生掌握市场营销思维，为未来深造与职业发展奠定坚实的基础。

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.

项目大纲介绍

体育粉丝的分类；观众依恋与认同Classifying Sport Fans;Spectator Attachment and Identification

球员对团队及粉丝忠诚度的心理承诺；体育中心的社会认同与群体成员Psychological Commitment to Team and Fan Loyalty;Social Identity and Group Membership in Sports

品牌资产和消费者资产Brand and Consumer Based Equity

体育赛事中的服务质量Service Quality

项目回顾与成果展示Program Review and Presentation

论文辅导Project Deliverables Tutoring

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