适合人群
适合年级 (Grade): 大学生
适合专业 (Major): 体育管理、体育经济学、市场营销、粉丝经济学、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
建议选修: 商业模式与经济体系治理
导师介绍
Gina
纽约大学 New York University (NYU)
教授&学术主任
Gina于2020年8月加入纽约大学，担任体育管理课程的教授及本科学术主任。在加入纽约大学前，她曾担任哥伦比亚大学体育管理项目的教授，同时她也是该项目的校友。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 体育馆和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曾担任金州勇士队公共和区域关系总监（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 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. 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.
项目背景
十多年间，粉丝群体从零星喜爱到聚集、从被动追星到主动造星，从娱乐跨界到体育，正在衍生出新的社群经济，而这是推动各行各业良性发展的关键一环。如今，粉丝经济是各路体育资本眼中巨大的蛋糕，通过发行数字代币带来了丰厚的经济利益，而基于粉丝经济的“赛事+IP”也将衍生更多盈利模式。粉丝效应带来的好处显而易见。从赛事的售票、节目的收视率到产品代言，他们给体育明星带来了人气、流量，也进而带来了丰厚的经济利益。本项目则从粉丝群体切入，全方位研究体育行业如何取得更大的收益价值。
With the digitalization of the fan-economy and the digital connection between fans and sports IP, the sports IP-economy has also changed. According to reports, the data correlation between the movie box office and the consumption market in the same period, China's fans' consumption is at least 100 billion in market size, and the fan economy of the sports industry is also Very worth watching and digging. The professional sports operation mechanism can be improved according to the type, psychology, and behavior of fans, and create revenue for the sports industry.
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。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 consumer category by providing students with an understanding of the underpinnings of fans’ perspectives, attitudes, affinities, and even reactions to their favorite teams’ successes and failures. 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.
项目大纲
体育粉丝的分类； 观众依恋与认同 Classifying Sports Fans; Spectator Attachment and Identification
球员对团队及粉丝忠诚度的心理承诺 Psychological Commitment to Team and Fan Loyalty;
体育的社会认同与群体成员 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
项目收获
7周在线小组科研学习+5周不限时论文指导学习 共125课时
项目报告
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
LASER Award in Research Skills for Academic Study官方证书并转换8 UCAS Tariff Points（可选）