Research On The Tournament Operation And Development Of CTA Tour

The notice of the General Administration of Sport of China on the issuance of the Sports Development Plan in the 14 th Five-Year Plan clearly points out that the competition and performance industry should accelerate the construction of independent brand sports events system and create sports competition and performance brands with independent intellectual property rights.The CTA Tour was launched in2020 and is the first tennis tournament with independent IP in China,and its development marks that Chinese tennis has finally broken the barriers of tournaments and entered a new development stage of universal participation in tennis competition.CTA Tour,as an emerging large-scale sports event,covers professional to amateur levels,and is an important part of the domestic sports event industry in the epidemic period,so it is of practical significance to study the practical path of its high-quality development.The tournament has been held for three consecutive years,but there is still little research on it in domestic event management disciplines.This study takes "the operation and development of CTA Tour" as the research object,and uses the method of literature analysis,comparative analysis,field research and expert interview to study and discuss the operation mode of CTA Tour series.It integrates,investigates and analyzes the competition organization,brand marketing,business development and sustainable development of the tournament.Investigation and analysis are conducted to summarize the tennis tour system in the post-epidemic era and establish independent tournament IP behavior,as well as to provide sufficient development suggestions for the operation and management model of emerging tournaments.This thesis draws the following conclusions:1.The CTA Tour tournament operation committee aims to build its own tournament IP,by borrowing international professional tennis tournament operation methods,establishing tour construction,ranking system,technical rating system to regulate the Chinese tennis system,and continuously innovating and improving to achieve convergence with the international tournament system.2.CTA Tour’s tournament epidemic prevention and control management has become a systematic system and achieved remarkable results;however,the operation system such as competition method and player service process obviously copied the international tour’s model,which makes the international tournament management methods not fully applicable to CTA Tour due to the social and cultural differences between China and foreign countries,and cannot reasonably control tournament cost.3.The brand marketing of the tournament relies on CCTV Sport as the media platform for sports communication,and uses sponsors and partners to carry out oncourt and off-court promotional activities to promote the tournament,and uses digital technology to help the tournament create an interactive tennis community,which covers a wide range of marketing.4.CTA Tour’s business development is relatively basic,the tournament still packages tennis as a high-quality sport to attract domestic enterprises to join the tournament sponsors,but the tournament still lacks strong international attention and the participation of international players,and the business model is still solidified at the level of simple "Sponsor-Brand exposure".5.After three years of development,CTA Tour has focused on professional level tournaments,and high level professional players have significantly improved their competitive status;however,the lack of attention at the group level makes it difficult to realize the vision of "progressive" training of tennis reserves and promoting national fitness.The resumption of the international tour will also have an impact on the CTA Tour.This study proposes the following strategies to address the shortcomings and development prospects of the tournament: CTA Tour should continue to explore a reasonable IP operation and management model for independent sports events to improve profitability and social influence;Introduce scientific research teams to conduct research on the reform of professional tournament operation and management model with the help of the tournament platform to adapt to Chinese reality;Enhance the exposure of the tournament brand on new media platforms to broaden international business development channels;Improve the imbalance in the operation and investment of different levels of tournaments,and rationalize the tournament schedule;Build a sports industry park in the context of the tournament system,which is in line with the development characteristics of each host city,and stimulate the growth of tennis and sports industry in each city.