A Quantitative Analysis And Countermeasure Study On Ticket Service Marketing Of China Open

As the highest-level tennis tournament in China and Asia, China Open isupgrading in commercial value. Gate receipts as an indispensable part of sportingrevenue is not only a mirror of match attendance but also an indicator of internationalinfluence of the match. Thus, marketing of ticket service has won a growing attentionfrom scholars and researchers. However, most of them focused on theoretical research.In such case, this paper adopts a quantitative approach to ticket service marketing ofChina Open between the period from2011to2013.This paper adopts several research methods including document literature, expertinterviewing, case study, inductive and comparative research, mathematical statisticsand field observation. Based on sport marketing theories and ticket system database of2011-2013China Open tournaments, analyses and discussions are conducted onChina Open’s history, ticket types and prices, ticket service promotion, audiencefeatures and gate receipts. Through analyses and discussions, several problems arefound as follows:1. A complex categories of ticket types and prices, inconvenient for customers tochoose;2. Low additional value, weakening the value of competition;3. Poor promotion of ticket service and poor knowledge in working process ofticket system;4. Unreasonable planning in ticket sales, resulting in low sales;5. A growing number of unofficial ticket purchase and so on.To deal with the above-mentioned problems, this paper gives suggestionsincluding to enhance soft power and brand value of China Open, to specify tickettypes and add ticket additional value, to increase the amount of high-and low-priceticket and meanwhile decrease amount of medium-price tickets, to make differentsales plans in different periods, to raise sales commission in distributing process tomotivate distributers, and to build free-ticket mechanism to utilize free tickets rationally and efficiently, etc. These measures are supposed to be helpful in elevatinggate receipts and match attendance of China Open to upgrade its influence and brandvalue.