| With the market economy development, the successfully held the Beijing Olympic Games and other major events in our country, provide a good platform for China’s sports industry development, is also the important opportunity of sports events for commercial operation. China open(hereinafter referred to as: China), since 2004, is the domestic earlier marketing operation of one of the large-scale sport events. It after 11 years of development, gradually developed into a brand sports event, formed a unique charm, for the promotion of domestic tennis sport and its culture, Beijing city brand promotion, the Chinese tennis athletic level plays an important role, at the same time itself is constantly in the process of development to make the transition to marketization and commercialization.In this paper, using the method of literature, logic analysis, comparative analysis, comprehensive research methods such as mathematical statistics, in China open commercial operation mode as the research object, through to the present situation of China development, operation and analysis of the operation of the brand’s international tennis tournament explore the unreasonable problem in the practical operation, and puts forward proposals to improve further, improve their own business operation mode. The research conclusion is as follows:1, the government leading, market operating business model is one of the China open. Event operation subject to government departments, half a market-based mechanism will be used on operating mechanism.2, At this stage of China has developed into the region one of the most commercial value of comprehensive tennis event. Since China open tournament at the marketization, commercialization of exploration stage, in the actual operating model: there are some unreasonable problems in event income is not reasonable; Event system and tennis professionalization; Events, sponsors, media cooperation fit enough.3, the first commercial operation pattern basic elements include: TV rights, sponsors, ticketing, merchandise development management.4, China business strategy are: branding, marketing, network marketing. Through creating a series of events, including branding is mainly build characteristic shaping the brand image of China open tournament, with the help of sponsorship marketing power brand promotion, enhance the brand value. Network marketing is to point to China with the aid of a powerful network transmission platform, propaganda for the marketing, event tickets, to expand the target population, improve the visibility and influence. Marketing is mainly refers to events in many media partners implementation under the promotion of powerful exposure, produce certain commercial value. |
