Research On The Integrated Marketing Strategy Of "China Open, Share Tennis With China"

The first China Open'has been held in 2004.Because the tennis is not popular in China.The china open promotions limited decided to set up an activity named "China Open,Share Tennis With China" in 2006.The purpose of this activity is promoting China Open,setting up the brand and increasing the brand value by popularizing the tennis.Since 2006 "Share Tennis With China" is always finding the proper strategy to realize the objective of development.So in this paper,the author will use integrated marketing theory to analyse and study the marketing strategy of "Share Tennis With China".And then make a proper integrated marketing strategy for it.The first,study the marketing status quo of "Share Tennis With China".By analyzing the author found four problems in marketing strategy.(1)The marketing objective is not accord with the marketing strategy.(2)The product strategy can not satisfy the customer's demands.(3)It is not so good in the promoting.(4)It is not so clear about the brand of "Share Tennis With China".The second,in order to use the integrated marketing theory to make the marketing strategy for"Share Tennis With China" successfully,the author build an integrated marketing system based on the demands of customers and the source from related companies.This system includes setting up the integrated marketing concept;clearing the marketing objective;reconstructing the organization and building the information communication platform.Finally,with the integrated marketing system,the author make the product strategy to satisfy the demands of customers.Make the integrated marketing communication strategy to send the effective information to customers.Make the brand strategy to generate the loyal customers.