A Research On The Audience Consumer Behavior Of China Open

The audience is an important content of the sports events market, its amountaffects not only the success of holding the sports events, but also the long-termdevelopment of events. China Open as a large single sports event, the audience’ssupport is necessary beyond doubt. No matter the live audience or the media audience,both of them are the major roles in the events market system, playing a vial part in therapid development of China Open. If a tournament does not have its own groups ofconsumers or own less, naturally this event will eventually doom. Li Na’s success inFrench Open will presumably bring a new trend of tennis in the country. And tennissports in the country will continue to prosper. More and more people started to payattention to the annual session of the China Open. Watching an exciting tennistournament live has been an important choice of the events consumers. The eventsconsumption which is the target groups in the market of China Open is huge, but theamount of live audience is still far from ideal. This article aims to start from the ChinaOpen audience’s consumer behavior. By the survey and analysis of the2011ChinaOpen spectators’ variety of consumption patterns and motivation to explore thevarious factors which influence the audience to watch the event live. On this basis putforward advice and effective marketing strategies in order to provide valuablereference for the China Open company. In this thesis, methods of literature,questionnaires and others are employed to survey and research on the2011ChinaOpen live audience consumer behaviors.The results show that: the female audience in2011China Open showed slightly lower than the male audience, both of them owngenerally own higher education level who are mainly middle-aged, and young people;the audience’s motives to consume in China Open are of diversity and relatively clear;viewers show distinct characteristics of access to race information, way of purchasingticket, expectation of fares and services, as well as a variety of attending behavior; thecharacteristics of the high cultural qualities, the deeper level of understanding of therules of the game, the strong environmental awareness and more rational mood of theevents watching of audience are showed; audience are influenced by leisure time, thecost of tickets, traffic conditions and other factors. All these above compose the mainfactors to affect the audience to consume live.