Research On Marketing Strategy Of China Tennis Open

The China Open was approved by the ITF, which hold from Sept. to Oct. by Beijing at each year. It was the annual international tennis tournaments.With the successful of the 2008 Olympic Game, and we have outstanding performance from our female players such as Li Na, Peng Shuai and Zheng Jie. So the China Open attracts the world many tennis player came to compete. Start for China Open added international famous stars, it will improve the whole standard for China tennis. With the continued attention of China tennis from audience, the China Open brand and commercial value also gradually reflect.Based on the related theories of enterprise management as the guidance, from the perspective of management business, the object of study is China Open. The study methods cover literature, comparison, analysis and experts’ interview. The thesis analysis based on China Open of 2011, 2012 and 2013 which includes sponsor, ticket, compete broadcast, licensed products and so on. In this paper, based on the factors China Open tennis tournament overall marketing and its impact on the development of analysis, according to the actual situation of the China Open event marketing, this paper points out the deficiency of the compete management, especially on marketing management and it also provide the suggestion on how to improvement. It hopes can be provided some reference on how to get better economic benefit about the operation and development in future for the management team of China Open.The main conclusions are as follows:1 The China Open sponsors have the positive attitude on China Open development. But the problems are how to ensure sponsor’s income and increase the title sponsors.2 The bad status of China Open box office, and the ticket income ratio is lower than total income and the gap is too big between the reasonable ticket incomes.3 The current broadcast is not established on a standard system and lack of market operation and influenced by administration. That will lead to improve the broadcast income hardly.4 The China Open less stress on the licensed products, most of products can not formed memorial significance and lead to no strong purchase interest from audience and impact the income as well.5 Unreasonable ratio of general income, and the higher ratio of sponsor income, and lower ratio of ticket, broadcast and licensed products income. That will lead to a loss-leader marketing.The improvement suggestion as follows:1. To encourage a long-term stabilization resources of sponsors. The organizing committee can guarantee the each benefits in competition for sponsors, and select excellent sponsors, especially on the key sponsors. Timely introduction of named sponsors, and increase their media exposure. To develop the booth needs for sponsor and to build up long-term relationship for sponsor and compete.2. The ticket marketing strategy of China Open need to learn from Shanghai Masters. To increase the media exposure of China Open branding, and expand the ticket sale channels and improve internet channels. Such as change the tennis venue management to ticket agents; corporate with travel agents to promote China Open compete tourist during the golden holiday; increase the variety of ticket based on different markets, purchase of people, and promotion set of tickets; and hold some interactive activities during the compete and increase game popular.3. The foreign tennis completions broadcast control by ATP and WTA. The China Open need to shift focus to domestic TV broadcast and internet, and forms strategic cooperation each other. To promote and achieve win-win purpose. Through the compete Ads, negotiations with sponsor to join the China Open element in the TV media advertising and improve media exposure and audience ratings.4. The licensed products need to design and sale by professional business. For the different age and audience’s needs, increase licensed products variety and practicality. To highlight branding on the licensed products and increase its recognizable. To increase branding social exposure after integrated into China Open culture. Open the sales channel for the licensed products, such as no limitation on sales time and venue during the compete, and the audience can purchase the licensed products at any time.5. More reasonable income of competition, and increase incomes from ticket, broadcast and licensed products and make the income ratio into a reasonable range.