我国三大职业网球赛事系列推广赛开展特征及推进策略

Characteristics and Promotion Strategies of the Three Major Professional Tennis Event Series’ Promotional Tournaments in China

摘要: 本研究主要采用文献资料法、数理统计法，以中国网球公开赛、上海大师赛、武汉网球公开赛(本文简称我国三大职业网球赛事)系列推广赛为研究对象，从赛事空间布局、赛事冠名赞助、宣传推广、赛事开展类型四个方面探析其发展现状。并提出推进策略：大力开发推广赛事IP，打造完整赛事产业链；发展创新性类型赛事，满足不同水平受众需求；构建立体化赛事宣传，扩大赛事多维影响力；建立复合型运营人才团队，优化赛事各级服务。

Abstract: This study primarily employs literature review and mathematical statistics methods, taking the China Open Tennis Tournament, Shanghai Masters, and Wuhan Open Tennis Tournament (hereinafter referred to as China’s three major professional tennis tournaments) series promotion events as research subjects. The paper will analyze their current development status from four aspects: event spatial layout, event naming sponsorship, promotional activities, and event formats, and propose advancement strategies as follows: vigorously develop and promote event IPs to build a complete event industry chain; innovate event formats to meet the needs of audiences at different levels; establish multi-dimensional event promotion to expand multi-faceted influence; and form a composite operational talent team to optimize services at all levels of events.