摘要
历经9年的中网,成为世界顶级综合网球赛事之一,成为亚洲地区项目最全、参赛球员最多的赛事,其赞助市场的开发日益重要。运用文献资料、比较分析、逻辑分析等方法对中外顶级网球赛事赞助市场进行比较,研究认为:中网国际品牌赞助商较少、赞助商的排他性不明显、赞助商结构欠合理、赞助商队伍不稳定等。基于影响赞助市场的品牌赛事、目标受众、媒体价值等因素,提出了优化中网赞助市场开发的若干对策。
Since it started 9 years ago, China Open has developed into a top comprehesive tennis tournament which constitutes all items of tennis match and attracts most tennis players in Asia. So it is of growing importance to explore its sponsor market. After a study of reference books, and a comparative analysis of sponsor markets between Chinese and foreign top tennis tournaments, this essay reaches the conclusion： there are few international sponsors for China Open and the sponsors are neither exclusive nor well structured and are not fixed as well; and this essay, therefore, comes up with a variety of strategies to explore sponor market to solve above--mentioned problems.
出处
《体育与科学》
CSSCI
北大核心
2013年第2期94-98,共5页
Sports & Science
基金
安徽省哲学社会科学规划项目
项目号:AHSK11-12D153
关键词
网球
顶级赛事
赞助市场
tennis
top tournament
sponsor market
