武汉网球公开赛地营销策略探究.doc

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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项目，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与。纵观网球运动的开展nnis most in four Golden constantly break while based Chinese tennis sense to do more work. Only to lay a solid foundation, playing thick, strong popularity mass tennis, so tennis popular, Chinese tennis to get better development, China will also usher in the era of good tennis.
Wuhan Open is in the net after Beijing, Shanghai Masters tennis tournament highest domestic level, from 2014 -2028 year, will be held in Wuhan in September each year. After extensive network, the network held a week before. The current body of Wuhan Open WTA tournament for over five Tour is one of the WTA's top events, tournaments points to 900 points, bonuses amounted to $ million, and Doha, Rome, Montreal, Cincinnati, alongside the world's top five super five race. Main event operations for the Wuhan Sports Development Investment Limited.


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In this paper, Wuhan Open for the study, preclude the use of literature, expert interviews, parative analysis, mathematical statistics and so on Wuhan Open 2014 marketing data for research, including: tickets, sponsorship, broadcast, licensed merchandise and so on. Whole of Wuhan Open marketing and development factors were analyzed for the overall reality of martial network marketing events and found deficiencies in the network marketing event for the future of Wuhan Open to mature and improve provide some reference.
Keywords: Wuhan Open marketing strategy
目录
摘要1
关键字：2
Abstrac2
Keywords: 4
前言6
一、研究背景与研究意义8
1、国外网球赛事的开展8
2、我国网球赛事的开展10
3、当前网球公开赛营销的市场优势11
①区域经济市场化的完善奠定了网球公开赛进入市场营销的根底11
②传媒技术的升级为网球公开赛提供技术保障12
③区域网球赛事的开展具有潜在的市场12
④世界顶级赛事登陆中国市场为网球公开赛提供借鉴经验13
4、研究网球公开赛的意义13
①规网球公开赛营销市场13
②推进网球公开赛营销产业化14
③协助开发网球公开赛营销所需的条件14
二、研究对象与研究方法14
1、研究对象14
2、研究方法15
①文献资料法15
②专家访谈法15
③问卷调查法16
④数理统计法16
三、我国网球事业开展的优势16
1、网球是一种时尚的运动16
2、网球运动自身具有魅力和优越性17
3、网球可以提高人的综合素质17
4、网球可以放松身心，充分施展个性17
5、网球可以全面开展人的身心