武汉网球公开赛的营销策略探究.docVIP

. 1 网球公开赛的营销策略 大学 鹏 摘要 网球运动是一项极具魅力又老少皆宜的体育工程，它既有悠久漫长的历史，而且随着近些年国家经济的开展和人们生活水平的提高，网球事业也不断得到开展和普及。纵观网球运动的开展状况我们不难看出，网球在欧洲各国已经开展得相对成熟，社会重视度很高，在我国才方兴未艾，但整体开展势头十分迅速，越来越受到各类人群的广泛喜爱，网球运动也正朝着更具生机与活力，更加安康的方向开展。然而我们须得清醒认识到，我国网球运动目前还处在普及率低、底子薄的状态。 几年来，中国网球一直坚持走有中国特色的道路，尽管整体水平有很大提高，可是在国际大型赛场鲜有佳绩，在中国体坛也是长期处在边缘状态。尽管“四朵金花〞洁/晏紫，婷/甜甜都为中国网球取得了历史突破性的好成绩，但是比起欧美网球运动兴旺的国家，我国网球当前的根底还很薄弱。要踏踏实实为中国网球的根底做更多的工作。只有把根底打牢、打厚了，才能普及日常性的群众网球运动，做到网球群众化开展，唯有如此，中国网球才可以得到更好的开展，进而迎来中国网球开展的美好时代。 网球公开赛是继中网、大师赛之后，国级别最高的网球赛事，从2021年—2028年，将于每年9月在举行。在广网之后，中网之前的一周举行。当前网球公开赛的主体赛事为WTA超五巡回赛，是WTA的顶级赛事之一，赛事冠军积分到达900分，奖金额为240万美元，与多哈、罗马、蒙特利尔、辛辛那提并肩成为全球五大超五赛。赛事运营主体为体育开展投资。 本文以网球公开赛为研究对象，釆用文献资料法、专家访谈法、比照分析法、数理统计法等对网球公开赛2021年的营销数据进展研究，其中包括:门票、赞助、转播、特许商品等方面。整体对网球公开赛的营销方式和开展的影响因素进展分析，针对武网赛事营销方面整体的现实状况，发现中网赛事营销方式的缺乏之处,为将来的网球公开赛走向成熟和完善提供一点参考依据。 关键字： 网球 公开赛 营销策略 Abstrac Tennis is a sport for all ages and highly attractive sports, it not only has a long history, but also with the economic development and peoples living standards improve, continue to gain popularity and development. Throughout the development of tennis is not difficult to see that tennis has been carried out in full swing in Europe, in our country is in the ascendant, very rapid development momentum, more and more loved by all types of people, and tennis are also moving toward more full vigor and vitality, more healthy direction. However, we must recognize that China is still in tennis weak foundation, low coverage of state. For several years, always adhere with Chinese characteristics, the Chinese tennis road, although the overall increase, but little success in the international arena, sports in China is unknown. Although the four Golden Li Ting / Sun Tiantian, Zheng Jie / Yan Zi have made a breakthrough for Chinese tennis good results, but we should also see that, pared to developed countries in Europe and America tennis, our foundation is still very weak. China should maintain a normal tennis most in four Golden constantly break while based Chinese te