The Research On The Brand Positioning Of Wuhan Open

Wuhan Open is the highest level of domestic tennis tournament after China Open and Shanghai Masters in China,which is deemed as one of the Premier Five that are Doha,Rome,Montreal and Cincinnati in the world.In the world,the prestigious four grand slam tennis have more than hundred years of history and the influential events such as Shanghai masters and China open,which also has more than 10 years of growth,but Wuhan Open only has one year.Therefore,the event organizers should have accurate market judgment and clear brand positioning.Only by these ways,can it strive for a long-term competition market and guarantee the sustainable development of the event.The literature review of brand positioning is based on the explanation of the brand and relative concepts of brand positioning,which are clarified in this paper.The paper uses the method of literature review,questionnaires,expert interviews and field surveys to analyze Wuhan Open,including competitors position in the different events,integrated environment and consumer demand.The conclusions of this paper are as followed:First,the reference dimensions of event brand positioning including macro environment,consumers,competitors and own resources,and it comprises five steps.Second,selecting student and personnel groups as the main audiences in the preliminary location of Wuhan Open brand:25 years old and 30-50 year old ranges and wages are concentrated in 2000 yuan and 3000-8000 yuan range.Meanwhile,developing the female market selectively and intentionally and making Wuhan Open positioned as the "fashion,elegant" position.Third,in the stage of Wuhan Open brand positioning,it plays an important role on enhancing competition of brand for choosing international brand sponsors and the media;Fourth,the promotion of Wuhan Open brand should be based on Wuhan "Optical Valley",especially the supporting of science and technology and focused on the international "marketing" and"service",namely the humanized service,and local characteristics of brand as well,the fashion and elegant personality of Wuhan Open will be showed through the design of door tickets,souvenirs,packaging and supporting services.Finally,Wuhan Open has only been developed one year,the event organizers should pay much attention on the brand characteristics,adjusting and updating constantly in the initial positioning of the brand according to the own conditions and the external environment.