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 is upgrading in commercial value.Gate receipts as an indispensable part of sporting revenue is not only a mirror of match attendance but also an indicator of international influence of the match.Thus,marketing of ticket service has won a growing attention from scholars and researchers.However,most of them focused on theoretical research.In such case,this paper adopts a quantitative approach to ticket service marketing of China Open between the period from 2011 to 2013.This paper adopts several research methods including document literature,expert interviewing,case study,inductive and comparative research,mathematical statistics and field observation.Based on sport marketing theories and ticket system database of 2011-2013 China Open tournaments,analyses and discussions are conducted on China Open's history,ticket types and prices,ticket service promotion,audience features and gate receipts.Through analyses and discussions,several problems are found as follows:1.A complex categories of ticket types and prices,inconvenient for customers to choose;2.Low additional value,weakening the value of competition;3.Poor promotion of ticket service and poor knowledge in working process of ticket 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 suggestions including to enhance soft power and brand value of China Open,to specify ticket types and add ticket additional value,to increase the amount of high-and low-price ticket and meanwhile decrease amount of medium-price tickets,to make different sales plans in different periods,to raise sales commission in distributing process to motivate distributers,and to build free-ticket mechanism to utilize free tickets rationally and efficiently,etc.These measures are supposed to be helpful in elevating gate receipts and match attendance of China Open to upgrade its influence and brand value.