Research On Marketing Mode Of China Open

The China Open (hereinafter referred to as China Open) was approved by the ITF since2004the annual international tennis tournaments. With the successful hosting of the2008Olympic Games, Beijing’s international influence rising, the China Open also attract the world many famous tennis player came to compete. Star for China Open added stars, also lit up the enthusiasm of the audience to tennis. China Open commercial value also gradually reflect. So the China Open as the research target, The literature material method, expert interview method, comparative analysis and mathematical statistics method to the China Open2009years,2010years,2011years of market survey data, including:tickets, sponsorship, broadcast, licensed merchandise, etc. On the whole China Open event marketing mode and development of the influential factors were analyzed, in view of the China Open event marketing the reality of the whole, and found that China Open event marketing mode of the deficiencies, for the future of China Open to mature and perfect provide some reference.The main conclusions are as follows:1China Open2004to2011Annual on-site total audience flow increase, to Chinese country with great population increase little. This is because tennis is a late start in China, failed to gain popularity of various factors leading to tennis, due to tennis less population and the lack of awareness of tennis and tennis-cultural factors, Cause China Open in the box office support rate is not high.2Itself in the international tennis has a certain influence, so in the China Open sponsored marketing is still very optimistic, sponsors can also watch the future development of China Open, Investment in the China Open and sponsor ads than other broader, as a result of international influence on the effect of branding and commercial reflect more intuitive and efficient. 3China Open television coverage, ratings in rising year by year, further highlights events brand influence and appeal. TV covered the audience up to124million people, but subject to the TV market is not establish a standard system and a small population of tennis in China; cognition is not high; lack of market factors, such as the audience, resulting in the ratings cannot be expanded, so television broadcasts of broadcasting organizations for China Open events will not enthusiastic.4China Open investment in design and development of licensed products is relatively small, the lack of integration into the cultural identity of the subject element, and events, kind enough, and mature events relative to the major international merchandise trade down, and traditional marketing channels and a single.5In terms of hardware in the China Open to reach or even exceed the four major grand slam is not difficult, but not up to the four major grand slam level of soft power in a few short years can make.