Analyze On The Value Chain Of Mutua Madrid Open

The Mutua Madrid Open is a tennis tournament that holds both the ATP Master1000 and WTA Premier Mandatory.At present,there are only three tournaments that holds the same level in the world.Among them,Mutua Madrid Open is the youngest one.Although it has only less than 20 years of history,Mutua Madrid Open has been profitable in the second year since it started,and has continued to carry out commercial development and value innovation while maintaining profitability in the subsequent development process.Now,China’s structural adjustments have also accelerated the development of sports industry,the income has gradually shifted from sports manufacturing to sports services and business development.The number of sports events have increased rapidly,which also grew in tennis.With the accumulation of a considerable number,the focus should be turning on how to improve the quality and value of the sports events and build the competitive advantages of themselves.The Mutua Madrid Open can be benchmarked with some of tennis tournaments in China in terms of level and history.Research on this event can enrich China’s database of foreign tennis tournaments.This article comprehensively uses the literature method,field investigation method,expert interview method,and case analysis method.It is based on Porter’s value chain theory,and value engineering theory.Through participating in the entire process of organizing the Mutua Madrid Open,deeply know about its event organization and workflow,analyze its value activities in detail,and then integrate to build a value chain model that meets the requirements of event analysis.Based on this model,explores the parts that can be improved in the future,and finally provides a reference sample for the operation and sustainable development of similar domestic events.After research,this article mainly draws the following conclusions: Mutua Madrid Open is organized and produced by a professional team,and has a sound operational development,design,and production process.Value activities in each part of the tournament can build a complete value chain.In the future,there is still room for development and expansion of it,which it is also not easy.The cooperation with the government and cities needs to be strengthened and promoted so that the subsequent growth plan of the tournament can be carried out smoothly.In addition,Mutua Madrid Open needs to be fine-tuned for different audiences in the use of social media platforms.Finally,with this paper,the whole structure of Mutua Madrid Open could be provided as reference for domestic events in terms of the value chain construction,tangible asset design,intangible asset creation and the choice of sponsors,.