Research On New Media Promotion Strategy Of China Open

As an important part of the sports industry,sports events have become a new growth point of the national economy.The General Office of the State Council pointed out that under the new situation,we should vigorously stimulate the vitality of the sports market and consumption enthusiasm,and promote the sports industry to become a pillar industry of the national economy.As the second largest sport in the world,tennis is deeply loved by people,especially since the beginning of the 21 st century,a number of international professional tennis events,such as the China Open,Shanghai Masters,Wuhan Open and so on,have entered the Chinese market.Professional tennis events are large in scale,one-time strong and lasting for a long time,which cannot be separated from the promotion function of the media for the event.In particular,with the rapid development of new media,the promotion of professional tennis events in China has provided a powerful boost.As the benchmark of professional tennis events in China,China Open is ahead of other events in terms of new media operation.This paper takes The New media promotion of China Open as an example,uses literature,content analysis,mathematical statistics and other research methods to study its promotion strategies,find out the shortcomings and put forward countermeasures.Put forward feasible suggestions for further promoting the development of new media promotion of China Open,and provide guidance and reference for the new media promotion of other professional tennis events in China.On the basis of previous studies and in combination with the theory of new media promotion strategies,this paper,starting from the reality of China Open’s new media promotion,studies the promotion status and strategies of the three mainstream official new media platforms of China Open,namely,the official Weibo,the official wechat account and the official Tiktok,and draws the following conclusions:1.Promotion strategy of The Official Weibo platform of China Open: overall planning of the cycle layout,focusing on the core promotion of the event;Grasp the characteristics of the stage,highlight the hot topics of the stage;We will strengthen relations and engage in various forms of interaction and integration.2.Promotion strategy of The Official wechat account of China Open:Comprehensive promotion content covering all aspects of the tournament;Pay attention to marketing promotion,create a variety of marketing models;Strive for content innovation,and constantly pursue original tweets;Create high-quality text and text to ensure the effective promotion of content.3.Promotion strategy of China Open official Tiktok platform: create a series of themes and launch short video collection on China Open;Accurate user positioning,emphasizing audience intuitive experience.4.At the same time,there is insufficient information content in the new media promotion of China Open after the tournament;Related functions of new media platform have not been fully utilized;Lack of interaction and communication between official media platforms and fans.