The Media Marketing Reasearch On The Intergrated Marketing Communication Theory Of The China Open

The sports industry has become a new growth point of the national economy under the strong support of the national policy.In the professional tennis tournament,the domestic already exists in Shanghai Masters Cup,Guangzhou Tennis Open,Wuhan Tennis Open and many other professional tennis tournament.How to carry out effective media marketing in the sports tide,brand promotion is the urgent need to face the various sports institutions.Because the effective media marketing will be the promotion of the tournament,brand image shaping,enhance the influence of the tournament play an irreplaceable role.However,from the current point of view,sports marketing agencies in the media marketing did not form a special system,and some even no special media sector,but the choice of news media and marketing department or business sponsor merger.This will not only make full use of media resources,or even can not be transmitted to the outside of the unified information.This article chooses the China Tennis Open as the research object,the current event is the Asian region set the most complete,the highest level,the most players of an international tennis tournament.Through the quantitative and qualitative analysis method,this paper analyzes the media marketing data of the China Tennis Open from two aspects: the media marketing channel and the media operation service by integrating the marketing marketing data of the tournament for 13 years.Through the audience and media marketing Analysis of the Development of Media Marketing Strategy in Value Data.The agency by the media marketing marketing department is responsible for media marketing matters,open the official website,WeChat,microblogging for the original event reports,through the CCTV-5 and BTV-sports live television events,through Sina Sports,Love Arts for the Internet Privilege broadcast,and with the Beijing Youth Daily,tennis master magazine and other traditional media to promote strategic cooperation,which Beiqing newspaper for the network of the parent company,the promotion of the tournament played an important role.Multi-channel common joint,the formation of a shared media sharing platform.At the same time continue to improve the level of media hardware and software facilities,to carry out a variety of media activities,and strive for media organizations and personnel to provide better service.China Network in 2012 will put forward the use of integrated marketing communication for media marketing guidance,but in actual operation is not in place,there is a low utilization of media channels,new media communication is not enough and so on.Therefore,this paper will use the theory of integrated marketing communication,according to the theoretical core,put forward from the implementation of integrated marketing communication concept,accurate brand positioning,the establishment of consumer-centric marketing strategy,build enterprise information exchange platform for these four aspects of media marketing system Of the re-adjustment,analysis of the highest level of domestic tennis tournament media marketing level,for other domestic institutions to provide experience for reference.