Research On Integrated Marketing Communication Of Urban Tennis Clubs

Since Li Ting and Sun Tiantian won the women's doubles Olympic title in the 2004 Athens Olympic Games,tennis has set off a boom in China.Chinese tennis repre sented by Li Na,Peng Shuai and other players made rapid progress.Li Na won the Grand Slam championship twice,ranking second in the world,and Peng Shuai once r anked first in the women's doubles world ranking.The excellent performance of the at hletes has also promoted the development of tennis in China.Three high-level events,the China Open,Shanghai Masters and Wuhan Open,have been held in succession.More people can enjoy the charm of tennis matches on the spot.In recent years,with the continuous improvement of the quality of life,more and more people have participated in tennis,and tennis clubs around the country have la unched activities.But after several years of development,no major achievements have been made.With the outbreak of the new crown epidemic,many tennis clubs can no longer even support operations.In order for tennis clubs to achieve better marketing results in the new media era,it is extremely difficult to overcome the epidemic situati on,analyze the problems in their marketing,and propose optimization strategies.This article introduces integrated marketing communication theory into tennis club marketing research,comprehensively uses related knowledge of marketing,communica tion and sports,and conducts empirical research on the marketing communication case of Wuhan Aoya Tennis Club.The field investigation method,case analysis method,e tc.,analyze the marketing communication status and existing problems of Aoya Tennis Club,and put forward corresponding optimization strategies according to the requirem ents of integrated marketing communication.The innovations of this article are as follows: First,the theory of integrated mark eting communication is introduced into research,and a multi-disciplinary comprehensiv e analysis of integrated marketing communication of tennis clubs is conducted,which is helpful to draw a more comprehensive conclusion.Second,this article takes the ma rketing communication case of Wuhan Aoya Tennis Club as the research object,whic h is more specific than the previous research,and can help the integrated marketing c ommunication of the national tennis club through the research of specific objects.The study believes that the existing marketing communication methods of Wuhan Aoya Tennis Club include print media,television media,new online media and inter personal communication.However,there are problems such as low conversion rate of print media,limited transmission rate of TV media,low website utilization rate,and u nstable interpersonal communication.In the future,we should adhere to the audience a s the center,pay more attention to the online new media promotion platform,increase the contact with the audience by organizing online and offline events,use relevant sc ientific and technological means,and innovate communication methods to enhance the audience's sense of identity and belonging to the club,Use interpersonal communicatio n to build a communication bridge with the audience and expand the potential audien ce.