Ticket Marketing Research Of China Open

The China Open has been held for 16 years,As the top professional tennis tournament in Asia,its influence and commercial value are increasingly prominent.As an important source of revenue,ticket revenue not only reflects the attendance rate of the event,but also reflects the on-site passenger flow,measures the influence and evaluates the atmosphere of the event.However,there is a lack of empirical research on China Open ticketing.In this paper,quantitative and qualitative analysis of the data over the years and the actual marketing process,more theoretical value and practical significance.This paper adopts the methods of on-the-spot investigation,documentary,expert interview,mathematical statistics and comparative analysis,Starting from the analysis of marketing environment,based on the ticket data of China open,through the target market analysis theory,combined with the microeconomic pricing method,the 7p model in marketing is selected as the research framework to conduct a detailed study on the products,prices,channels,promotions,personnel,tangible display and service processes of ticket marketing of China open in recent years,and sort out the tickets of China open the whole process of marketing.The results show that the ticket types of China open are rich,the price setting is reasonable,the ticket revenue is gradually stable but the proportion of total revenue is not high,the sales channel is stable,and the promotion strategy and service process are relatively perfect.The influence of top tennis players on box office revenue and attendance rate has gradually decreased,and the audience has changed from star chasing to comprehensive consumption.However,the following problems exist in ticket marketing of China open:(1)there are few types of package tickets,which can not meet the needs of some audiences;(2)The proportion of distribution channel revenue is low,and poor management affects ticket purchasing experience;(3)non-sales tickets flow out and the attendance rate is low,which affects the official ticket sales and ticket revenue;(4)the result of the presales is not good,the proportion of sales volume is not high;(5)the influence of various publicity channels on the ticket sales effect is not grasped;(6)the added value of tickets is low,which can not increase the audience’s event experience.In view of these problems,the adjustment measures are put forward:(1)adjust the types of tickets,launch package tickets to meet the needs of families and individuals;(2)Strengthen cooperation with all distribution channels and formulate step-by-step incentive policies;(3)use real name to buy tickets,and monitor the attendance rate of non-sales tickets in various channels;(4)expand the publicity of events and ticketing in pre-sales through multiple channels,and increase the discount for buying tickets;(5)establish the monitoring channel of publicity channels for ticket sales,and accurately introduce users data;(6)create joint products of tickets and on-site consumption to promote the comprehensive consumption of holiday sports.