Marketing Analysis Of Table Tennis "The Top 12 People On The Earth" Pass-Through Race

Table tennis,known as China's national game,occupies an important position in the development of sports in China.In various international competitions,Chinese table tennis players often achieve good results and are world-renowned.However,compared with the popularity and competitive performance of table tennis in China,the industrialization and commercial development of table tennis in China has not yet formed a mature and stable model,which has a large room for improvement.The "Top 12 players" direct competition is a highly commercialized table tennis competition in China,which will be held in Shenzhen in 2017,2019 and 2020 respectively.This study takes the target marketing,product strategy,channel strategy,communication strategy and price strategy of the competition as the research object,and studies the marketing strategy of the "Top 12 runners" through the competition by means of literature review,participation survey,questionnaire survey,mathematical statistics and other research methods.The main conclusions of this study are as follows: First,the direct match clearly targets young consumers aged 18-44 as the target market for marketing;Second,star table tennis players,top table tennis competition level and personalized competition system can better meet the core needs of spectators.Thirdly,as a marketing channel for the event,factors such as the location,facilities and service of the venue directly affect the audience's satisfaction with the event.Fourth,the direct race effectively combines new media and traditional media for event communication and creates higher commercial value for the event.Fifthly,through the competition mainly through the strategy of low-cost tickets to attract the audience to watch the game live,to achieve a good box office revenue.To sum up,the successful experience of the "Top 12" direct competition is mainly reflected in the following aspects: First,to build high-quality core competition products,and based on this,to carry out online and offline communication and promotion.Secondly,star athletes should be regarded as an important grasp of the brand value of the games.This study puts forward the following Suggestions for improving the marketing strategy of direct matches: First,pay attention to the research of audience demand,increase the cultivation of star athletes,improve star commentary,give full play to the symbol role of star players,and further improve the game quality and marketing effect;Secondly,optimize venue location and environment,enhance venue service and management level,and improve audience satisfaction;Third,try to develop thederivative events of the "Top 12" direct competition,extend the communication cycle of the competition through media communication,and enhance the exposure and attention;Finally,it is necessary to strengthen the management of ticket sales and expand value-added services,such as combining star interaction with ticket sales to enhance the attraction of the event.