Based On Analysis Of SWOT Theory Of Sustainable Development Of The Shanghai Tennis Masters

Shanghai Tennis Masters is the product of the combination of China’s reform and opening up and the rapid development of the sports industry. After a difficult initial development, has now become a renowned tennis tournament. But with the development of events, some of the problems attendant.In this paper, the Shanghai Tennis Masters as the research object, by means of a SWOT analysis, using the method of literature review, the content of the questionnaire survey and interviews and other research methods, the advantages of the Shanghai Tennis Masters, weaknesses, opportunities and challenges of depth, detailed analysis and exploration, and analyzed from the audience and other aspects of sustainable development of Shanghai masters, the following conclusions:1. Of State and Government of the support of the tournament, mature operation of the race team and metropolitan fond of the gentleman’s game, the favorable factors for sustainable development to promote events;2. Masters constrained by shallow cultural heritage from the tournament, the prize money is not enough temptation and television broadcasts are not well developed factors;3. Chinese tennis market with unlimited potential, the sponsor of the tournament invested more enthusiasm and ITF events need to expand in the Asia market, is bound to usher in an opportunity for the development of events;4. Tournament revenue structure is irrational, ticket market confusion and menthe challenges faced by the players uncompetitive are masters;5. Operations of the Shanghai Masters should choose to rely on the advantage to avoid the threat of "ST strategy";6. The masters audience of mainly young people, mostly students, company employees;7. Audience in addition to high marks on the viewing environment, and the rest, such as transportation and other ancillary facilities evaluation are lower;8. Sporting events in the market, consumer demand and expand business activities, scientific understanding of the market and consumers became the starting point of the event marketing.At the same time, based on this theoretical framework to analyze the prospects for sustainable development of the Shanghai Tennis Masters, put forward a number of specific recommendations:1. Efforts in the development process in the race to train more tennis enthusiasts, laid the foundation of good tennis consumers;2. The government introduced the policy, and standardize the market order, and at the same time more than the introduction of international competitions, to provide our players the opportunity to compete;3. Strengthening cooperation with CCTV and the development of other broadcast channels, increase the amount of matches broadcast and brand events to build with Chinese cultural characteristics;4. Sponsored choice, you can choose to sponsor a female fashion features;5. Publicity events should be extended the same time the popularity of the tournament promotional process knowledge.