China Open Cultural Marketing Strategy

Following Beijing had successfully attained the right of holding 2008 Olympic Games, the Sports Industry of China was running into rush hour. CHINA OPEN came into the world in the period and it was a great trying of marketing and management on the Tennis Sports Industry of China independently. At present, in China, the sports event marketing still stays on the process of cumulating experiences. It is very immature and faulty. Therefore, it is very important to the sports event marketing to learn from the experiences of relatively mature enterprise marketing. Cultural marketing is one of marketing measures modern enterprises canonize and a marketing idea as the result of modern enterprise marketing developing continuously. It aims at providing stable and healthy market base and society surrounding for enterprises to develop and operate smoothly for long. Cultural marketing is a kind of marketing which put the cultural factors into every marketing part in order to enhance the additive value of products and services while it strength the competitive capability of products and services and complete market exchange better. The research introduces cultural marketing idea and theory into sports event marketing.The research adopted documentation research method, questionnaire investigation method as well as interview method. Additional, the questionnaire includes spectator questionnaire and expert questionnaire. The spectator questionnaire designed for current audience in CHINA OPEN intends to investigate the demographic composing of audience and the audience experience. The questionnaire was sent out for 285 pieces in all and was called back for 285 pieces. The callback rate is 100 percent but there was 276 pieces of effective questionnaire and the effective callback rate is 96.8 percent. The expert questionnaire was designed for validity test on spectator questionnaire. That was sent out for 10 pieces and wan called back for 10 pieces. The effective questionnaire was 10 pieces, so, the callback rate and effective callback rate were all 100 percent.According to enterprise cultural marketing, the research had established three layers cultural marketing frame including outside layer culture, inside culture and core culture. Moreover, the research had discussed the relationship of them each other. Further, the research had analyzed the current statement of CHINA OPEN cultural marketing and discovered there were a few shortcomings. The first, CHINA OPEN lacks core valuable concept. The second, CHINA OPEN was short of building of cultural system project. The third, CHINA OPEN lacks concept cultural education. The fourth, CHINA OPEN shortly created feature culture. Based on the upper, the research had suggested CHINA OPEN cultural marketing strategy static such as the following. The first, conformable model cultural marketing strategies bracing Chinese traditional cultural strategy, catering to Chinese modern aesthetic sense strategy and expanding female customer market strategy. The second, guiding model cultural marketing strategies including core value sense strategy, tennis sport cultural popularizing strategy and nation emotion of tennis sport strategy. The third is cultural marketing integration strategy.