The Communication Strategy Of The Mobile Platform Of The Research On The Interactive Marketing Concept Of The International Professional Tennis Tournament

Tennis began in earnest in France, and was introduced to China in the 19th century. With professionalism and maturity of the Four Grand Slam tournaments and the increasing Chinese professional tennis players in the growing international professional tennis tournament progress of recent years, China international professional tennis tournament as the four Grand Slam extension in Asia, after germination, discover, mature stages, now has China Open, Shanghai Rolex masters, tennis tournament in Guangzhou, Wuhan Open, and many other high-profile, high levels of the world’s top professional events. The success of These professional tennis tournament held in China, not only promote China’s increasingly high level of professional tennis, while communications and marketing situation of China’s international professional tennis tournament has been the academic attention.With the rapid development of mobile platform, the Chinese international professional tennis tournament also saw a huge advantage in the mobile platform event propagation process, and through micro-channel, microblog, mobile APP and a series of mobile phone communication platform, with the interactive marketing concept, launched a series of communications and marketing activities, and achieved certain results. This study selected a high degree of Chinese international professional tennis tournament in professional development, the more rapid development of the network and the Shanghai Masters as the research object, starting from the concept of interactive marketing, from interactive communication and feedback from the view of the audience, the pair strategies text from Chinese international professional tennis tournament spread, the analysis of the content and effects of the Chinese international professional tennis from the dimension of time, platform, summed up China international professional tennis tournament change communication strategy.The study found that different propagation times, event stage, communication platform and other aspects of the Communication Strategy of Chinese international professional tennis tournament from the content and form other aspects constitute a certain influence, in general, international professional tennis tournament in China spread on a mobile platform showing stable development, interactive experience and other trend, however, is inevitable, due to the characteristics and advantages of the mobile platform underutilized, China international professional tennis tournament is also showing a content of a single form and simple questions the need for improvements in terms of different content distribution strategies, forms, and other mobile platforms.From the "interactive marketing" point of view, through the development of research on China’s international professional tennis tournament, it can be seen from the "spread unity" to "interactive experience marketing" process change. Only by constantly improving communication strategy, China international professional tennis tournament to get better dissemination of results...