中国网球公开赛商业运营模式研究

发布时间：2018-02-03 12:57

本文关键词： 中国网球公开赛赛事运营商业化运作模式　出处：《武汉体育学院》2015年硕士论文　论文类型：学位论文

【摘要】：随着市场经济不断发展,北京奥运会等重大赛事在我国的成功举办,为中国体育产业发展提供良好的平台,同时也是体育赛事进行商业化运营的重要契机。中国网球公开赛(以下简称:中网),从2004年举办至今,是国内较早市场化运作的大型单项体育赛事之一。历经11年的发展,逐渐发展成为一项品牌体育赛事,形成了赛事独特的魅力,对国内网球运动及其文化的推广、北京城市品牌的提升、中国网球竞技水平提高发挥着重要作用,同时在发展过程中自身也不断向市场化、商业化过渡。本文采用文献资料法、逻辑分析法、对比分析法、问卷调查法、专家访谈法等综合研究方法,以中网商业运营模式为研究对象,通过对目前中网发展、运营现状以及国际品牌网球赛事运作的分析,探究其在实际运作中不合理的问题所在,并提出进一步改善建议,不断完善自身商业运营模式。其研究结论如下:1、政府主导、市场运作是目前中网形成的商业运作模式。赛事运作主体为政府部门,运营机制则采用半市场化机制。2、现阶段的中网已发展成为亚洲地区最具商业价值的综合性网球赛事之一。由于中网赛事处于市场化、商业化探索阶段,其在实际运营模式中存在一定的不合理问题:赛事收入不合理;赛事体制与网球职业化矛盾;赛事、赞助商、媒体合作契合度不够。3、中网商业运作模式基本要素包括:电视转播权、赞助商、票务、特许商品开发经营权。4、中网商业运作采取的策略有:品牌塑造、网络营销、市场推广。其中品牌塑造主要是通过营造系列赛事、打造赛事特色塑造中网赛事的品牌形象,借助赞助营销助力品牌推广,提升品牌价值。网络营销是指中网借助强大的网络传播平台,进行门票的营销、赛事的宣传,以扩大目标人群,提高赛事影响力。市场推广主要是指赛事在众多媒体合作伙伴的宣传推广下实现强大的曝光率,产生一定的商业价值。
[Abstract]:With the continuous development of market economy, the Beijing Olympic Games and other major events in China successfully held, for the development of China's sports industry to provide a good platform. At the same time, it is also an important opportunity for the commercialization of sports events. The China Open Tennis Championship (hereinafter referred to as China Open) has been held since 2004. After 11 years of development, it has gradually developed into a brand sports event, forming the unique charm of the event. The promotion of domestic tennis and its culture, the promotion of Beijing city brand, the improvement of Chinese tennis competition level play an important role, at the same time in the process of development itself is also constantly market-oriented. Commercial transition. This paper uses the methods of literature, logic analysis, comparative analysis, questionnaire survey, expert interviews and other comprehensive research methods, taking the commercial operation model of China Internet as the research object. Through the analysis of the current development, operation status and the operation of international brand tennis matches, this paper probes into the unreasonable problems in the actual operation, and puts forward some suggestions for further improvement. The research conclusions are as follows: 1, the government is leading, the market operation is the current business operation mode formed by China Network. The main body of the event operation is the government. The operational mechanism is semi-market-oriented mechanism. 2. At this stage, China net has developed into one of the most commercial comprehensive tennis events in Asia. There are some unreasonable problems in the actual operation mode: the income of the race is unreasonable; The contradiction between competition system and tennis professionalization; Matches, sponsors, media cooperation degree is not enough. 3, the basic elements of the business operation model include: television broadcast rights, sponsors, ticketing, franchise development and operating rights .4. The strategies adopted in the commercial operation of China Internet include: brand shaping, network marketing, marketing. Among them, brand shaping is mainly through building a series of events, creating the characteristics of events to shape the brand image of the event. With the help of sponsorship marketing to help promote brand value. Network marketing refers to the use of a strong network communication platform, ticket marketing, competition publicity, in order to expand the target population. Improve the influence of the event. Marketing mainly refers to the event under the promotion of many media partners to achieve a strong exposure to a certain degree of commercial value.
【学位授予单位】：武汉体育学院
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G845

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