The Research Of Issues Which Relate With Ticket Marketing Of China Open

Before and after2008Beijing Olympic Games, a number of sporting events have been settled in China. In2004, China Open was holded in Beijing, and it will last10years. China Open is one of three major commercial sporting events in Beijing. Many scholars focus on its event marketing. Ticket marketing is one part of event marketing and it plays a critical role in the success of the event.In this paper, I will study the issues which relate with ticket marketing of China Open, identify problems and propose suggestions. I hope it will have implications for ticket marketing of China Open, and also hope it will have implications for other sporting events in China.In this paper, I will use the method of literature, questionnaire survey, field observation, and use the marketing knowledge to be the theoretical basis. First, I will introduce the history and venue of China Open simplely, and then I will analyze the status of tickets marketing of China Open. The analysis of.the status is mainly from the following aspects:First, analyze the tickets marketing environment of China Open to identify strengths, weaknesses, opportunities and threats.Second, analyze the tickets consumer market of China Open, then grasp the various stages which the audience buy tickets including determine the need, gather information, evaluate options, purchase decision, post-purchase evaluation.Third, analyze the tickets target marketing of China Open. First make market segmentation, and then select the target market, and finally to market positioning.Fourth, analyze the tickets marketing mix strategy of" China Open, including the ticket type, ticket prices, sales channels and marketing strategies. After the analysis of the status of tickets marketing of China Open,1will identify problems, including the audience service do not have high quality; the audience through non-official ticket sales channels to get tickets; set a single ticket types, sales channels do not set reasonable, etc., To solve these problems, propose several suggestions.Build brand of event and improve the quality of competition; expand tennis mass base and build tennis culture in China;use complimentary tickets reasonable to increase attendance; increase ticket categories and expand the number of spectators. Through these measures, I hope to increase attendance and income of Ghina Open and expand the influence of the event.