2014 WuHan Open Marketing Communication Research

Wuhan Open, China Open and Shanghai Masters are top tennis competitions in China. From 2014 to 2028, Wuhan Open will be held annually in September.With the WTA Premier Five Tour as the main events,2014 Wuhan Open has attracted many international stars came to compete.In recent years,there are a lot of large-scale International sporting events held in China and the sports marketing communication have begun to spread wide attention, correlation study is also increasing. How to sporting events and sports marketing communications companies spread through sports marketing and sports events to achieve a good spread of results is that researchers should consider.In this paper, literature, expert interviews, data analysis, comparative analysis on the 2014 Wuhan Open 2014 Wuhan Open Sports Marketing Communications studied.This paper is divided into five parts, the first chapter introduces the purpose of this study, the significance and background, as well as the status quo at home and abroad for sports marketing and sports marketing communication research, in order to more accurately grasp the direction of research.Chapter one is an introduction to this paper’s researching purpose, significance, backgrounds well as the current researching situation about sports marketing and marketing communication at home and abroad, hoping to have a more accurate research direction.The second chapter analyzes the sports marketing communication of 2014 Wuhan Open from following aspects: its general situation, main transmission environment, and the enterprises’ sports communication approaches in this championship.The third chapter introduces the sports marketing communication pattern of Dongfeng Motor Corporation, the title sponsor of 2014 Wuhan Open. It also analyzes Dongfeng’s sports marketing communication pattern from the following four parts: supporting and participating in sports, cooperating with sports organizations, employing sports stars to represent, and cooperating with domestic sports medium. Chapter four is talking about three future developing tendencies of sports marketing communication, namely the fast growth of new media through sports marketing communication, application of integrated marketing communications in sports marketing communications, and the development direction of sports marketing communication under the background of big data.