中国网球公开赛营销方式的研究

发布时间：2018-06-22 19:16

本文选题：中国网球公开赛 + 赛事营销　；参考：《北京体育大学》2013年硕士论文

【摘要】：中国网球公开赛(以下简称中网)是由国际网球联合会批准自2004年起每年一届的国际网球赛事。随着2008年奥运会成功举办,北京的国际影响力不断提升,中国网球公开赛也吸引了世界网坛众多知名球员前来参赛。球星为中网增添了星光,也点燃了观众对网球的热情。中国网球公开赛的商业价值也逐渐体现。因此以中国网球公开赛为研究对象,采用文献资料法、专家访谈法、对比分析法、数理统计法等对中国网球公开赛2009年、2010年、2011年的营销数据进行研究,其中包括：门票、赞助、转播、特许商品等方面。整体对中网赛事的营销方式和发展的影响因素进行分析,针对中网赛事营销方面整体的现实状况,发现中网赛事营销方式的不足之处,为将来的中国网球公开赛走向成熟和完善提供一点参考依据。研究的主要结论如下： 1中网2004年到2011年每年现场总观众流量都有增幅,对于中国人口大国来说增幅不大。这些都是因为网球在我国起步较晚,各种因素导致网球运动无法得到普及,由于网球人口较少以及人们对网球运动和网球文化缺乏认知度的因素,导致中网票房支持率不高。 2网球运动本身在国际具有一定影响力,因此在中网赞助的营销方面还是比较乐观,赞助商也看好中网未来的发展,并且赞助商投入中网的广告较其他广告覆盖面更广,所带来的国际影响力对品牌效应和商业化体现来的更直观、更有效。 3中网电视转播覆盖率、收视率逐年攀升,进一步彰显赛事品牌的影响力和号召力。电视转播覆盖观众多达12400万人,但受制于电视转播市场没有建立规范的体制和我国网球人口少；认知度不高；缺乏观众市场等因素,导致收视率无法扩大,所以电视转播机构对于中网赛事的转播也就随之热情不高。 4中网在特许商品的设计和研发相对投入较少,缺乏融入主题元素和赛事文化标识,种类还不够多,而且相对于国际大型成熟赛事的特许商品就显得有些降低档次,另外营销的渠道趋于传统而单一。 5中网在硬件方面要达到甚至超越四大满贯一点也不难,但软实力提升到四大满贯级别却不是短短几年就能实现的。网球的悠久历史和文化沉淀不是一朝一夕形成的,四大满贯都有几十年甚至上百年的历史和传统文化。中网要成为顶级赛事需要时间,当前中网急需要做的是培养出大满贯级别的观众和扩大赛事本身的影响力。需要举办方通过媒体、球员和赞助商的共同努力,才能让中网像滚雪球一样越做越大越来越完善。
[Abstract]:The China Open Tennis Championship (hereinafter referred to as China net) is an international tennis event approved by the International Tennis Federation (ITF) every year since 2004. With the successful hosting of the 2008 Olympic Games and the increasing international influence of Beijing, the China Open has attracted many famous players from the world tennis arena. Stars add stars to the net, but also ignited the enthusiasm of the audience for tennis. The commercial value of the China Open is also gradually reflected. Therefore, taking the China Open Tennis Championship as the research object, using the method of literature, expert interview, comparative analysis, mathematical statistics and so on, this paper studies the marketing data of China Open in 2009, 2010 and 2011, including: tickets, sponsorship, etc. Broadcasting, franchising, etc. The overall analysis of the marketing methods and development factors of the network events, in view of the overall reality of the actual situation of the event marketing, found the lack of the marketing mode of the network events, For the future China Open Tennis Championship to mature and improve to provide a little reference. The main conclusions of the study are as follows: 1 the total live audience flow has increased every year from 2004 to 2011, but the growth rate is not large for China's large population countries. All of these are due to the late start of tennis in our country, the lack of popularity of tennis due to various factors, the small population of tennis and the lack of recognition of tennis and tennis culture. As a result of the low box-office support of China.2. tennis itself has a certain degree of influence in the world, so it is relatively optimistic in the marketing aspects of CSN sponsorship. Sponsors are also optimistic about the future development of China.com. In addition, the sponsors have more extensive advertising coverage than other advertisements, and the international influence brought by them is more intuitive and more effective in terms of brand effect and commercialization. 3 the coverage rate of TV broadcast on the Chinese TV network has increased year by year, and the ratings have increased year by year. Further highlight the influence and appeal of the event brand. Television coverage covers up to 124 million people, but it is constrained by the lack of a standardized system in the television broadcasting market and the small tennis population in our country; the lack of awareness; the lack of audience market, and other factors, which result in an inability to expand the audience rating. As a result, TV broadcasters are not enthusiastic about the broadcast of China Web events. 4. The design and R & D of licensed commodities by China TV are relatively small, lack of integration of theme elements and cultural symbols of events, and lack of variety. In addition, the marketing channels tend to be traditional and single. 5. In terms of hardware, it is not at all difficult to achieve or even surpass the four Grand Slam in terms of hardware. But the promotion of soft power to the four Grand Slam level is not a few years to achieve. Tennis has a long history and culture precipitated in a single day, the four Grand Slam have decades of history and even hundreds of years of history and traditional culture. It takes time for China to become a top event, and the immediate need is to build a Grand Slam audience and expand the influence of the event itself. Organizers need to work together through the media, players and sponsors in order to make the network more and more like snowball to become more and more perfect.
【学位授予单位】：北京体育大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G845

【引证文献】