| （School of Physical Education，Chongqing University of Arts and Sciences，Chongqing 402160，China) Abstract: From the perspectives of sports science, economics and marketing science, the authors studied the formation and ways of realization of return customer economy in the process of commercial operation of sports venues, and re-vealed the following findings: the essence of commercial operation of sports venues is the application of return cus-tomer economy; the maintaining and boosting of customer return rate is the core element that decides the generation of return customer economy of sports venues; return customer economy of sports venues will go through the processes of transformation from attention economy to influence economy, and then sublimation from influence economy to the formation of return customer economy; the completion of customers’ one-off consumption, the increase of consumption groups, the radioactive spreading of venue information, and the realization of secondary directional consumption or more consumption, are indispensible links in the process of formation of return customer economy of sports venues; a certain number of customers and a certain customer return rate, having return customer resources which attract con-sumers, comfortable venue service environments, readily marketable marketing strategies etc, are necessary conditions for the formation of return customer economy of sports venues; while well targeting venue markets, improving market share and customer return rate, building return customer resources of the venues, maintaining customer consumption frequencies, valuing venue service environments, enhancing venue service quality, implementing diversified operation strategies, meeting the consumption needs of different groups of people etc, are effective ways to realize return cus-tomer economy in the process of commercial operation of sports venues.
Key words: sports economiss；commercial operation of sports venues；return customer economy |
