| The country attaches great importance to the construction of sports culture and has issued multiple policy documents to promote the development of sports culture in China.The "Outline of the Cultural Development Reform Plan for the 13 th Five Year Plan Period" emphasizes that "culture is the blood of the nation,the spiritual home of the people,and an important support for national strength".The "Outline of Building a Strong Sports Country" points out that "promoting the prosperity and development of sports culture and promoting the Chinese sports spirit",The "National 14 th Five Year Plan for Sports Development" proposes to "encourage and prosper sports literary and artistic creation,fully utilize sports event activities","Several Opinions on Promoting the Integration and Development of Cultural Creativity and Design Services with Related Industries" re plans the sports industry into the category of cultural industry,and "Guiding Opinions on Accelerating the Development of Sports Competition Performance Industry" proposes to "promote the interactive integration of sports competition and cultural performance",The Opinions on Promoting National Fitness and Sports Consumption to Promote the High Quality Development of the Sports Industry once again emphasize the need to "implement the" sports+"action,promote integrated development,and increase sports cultural products and services.Sports culture is the core of the competition and performance industry,and the development of the competition industry plays an important role in driving the entire sports market.Therefore,this article takes the cultural development and promotion of professional tennis events in China as the research object,based on the theoretical foundation of cultural structure,and focuses on using the interview method in qualitative research to analyze the content and promotion path of cultural development of professional tennis events in China,the difficulties in cultural development and promotion of professional tennis events in China,and the strategies for cultural development and promotion of professional tennis events in China.The following are the research conclusions of this study:(1)The Development Content and Promotion Path of Professional Tennis Competition Culture in ChinaThe cultural development content of professional tennis events in China includes material level culture,institutional level culture,and spiritual level culture.At the material level,culture includes event venues,event logos,cultural and creative products,etc.Some domestic event venues incorporate traditional Chinese culture in their exterior design.By combining regional tourism resources and cultural characteristics,they have formed a development model of "event+business format".The design elements of the event logo integrate traditional culture,tennis event culture,and the local customs and traditions of the venue;Cultural and creative products mainly include event mascots,event souvenirs,cultural derivatives,etc.At the institutional level,culture includes operational mechanisms and management systems: the operational mechanisms of events include top-level design,organization and operation of events,and organization and management of participants;The management system mainly includes the national system,independent training mode,and the integration mode of national system and independent training.Spiritual culture includes cultural confidence,project spiritual quality,and social responsibility culture The cultural promotion path of professional tennis events in China: TV broadcasting is still the most influential and covering form of communication;Social media has the characteristics of great influence and convenience;Event cultural activities are the best way of flexible communication;Advertising has the characteristic of being intuitive in disseminating professional tennis events;Interpersonal communication has the characteristics of interactivity and authenticity.(2)Analysis on the Dilemma of Cultural Development and Promotion of Professional Tennis Events in ChinaThe cultural development dilemma of professional tennis events in China includes material cultural development dilemma,institutional cultural development dilemma,and spiritual cultural development dilemma.The dilemma of material and cultural development in professional tennis events in China: the use value of event materials needs to be improved;The emphasis on souvenir development needs to be strengthened;The connotation of cultural derivatives needs to be supplemented.The cultural development dilemma of professional tennis tournament system in China: the overall level of the tournament needs to be improved;The organization and management of participants need to be improved.The dilemma of spiritual and cultural development in professional tennis matches in China: the spiritual characteristics of the matches need to be formed;The cultural derivative activities of the competition need to be enriched The cultural promotion dilemma of professional tennis events in China: the potential attraction of the event needs to be increased;The promotion efficiency of the competition needs to be improved;The popularity cycle of the competition needs to be extended.(3)Analysis of Cultural Development and Promotion Strategies for Professional Tennis Events in ChinaThe cultural development strategies for professional tennis events in China include material cultural development strategies,institutional cultural development strategies,and spiritual cultural development strategies.The strategy for the development of material culture in professional tennis events in China is to attach importance to the use value of event materials;Pay attention to cultivating cultural derivatives related to competitions;Adjust event ticket prices and souvenir prices.The development strategy of China’s professional tennis tournament system culture: give full play to the advantages of the integration model of the national system and independent training;Cultivate a tennis population and establish a national linkage competition system;Increase the number of events held and establish a scientific competition mechanism;Pay attention to enhancing the basic quality and technical level of participants.The strategy for developing the spiritual culture of professional tennis events in China is to showcase traditional Chinese culture and strengthen the confidence of tennis culture;Build competition values to meet the spiritual demands of the audience The cultural promotion strategies for professional tennis events in China include: clarifying the theme of the event,strengthening the impression of the event;Establish event positioning and standardize event image;attach importance to event promotion and improve communication efficiency;Apply the celebrity effect to promote cultural output. |
