中国网球公开赛商务开发研究  

Research on Business Development of China Open

作　　者：王佳[1] 房晓伟[2] WANG Jia;FANG Xiao-wei(Beijing University of Technology, Beijing 100124, China;Beijing Institute of Petrochemical Technology, Beijing 102617, China)

机构地区：[1]北京工业大学,北京100124 [2]北京石油化工学院,北京102617

出　　处：《体育文化导刊》2018年第4期84-88,109,共6页Sports Culture Guide

基　　金：国家社会科学基金项目(17BTY051)

摘　　要：采用文献资料法等对中国网球公开赛商务开发进行研究。主要结论:中国网球公开赛商务开发在严控赛事质量、重视赛事媒体曝光率、构建完善的赞助商体系等方面值得借鉴,但仍存在收入结构不合理、媒体版权收益过低、赞助收益占比过高以及赛事品牌文化还未成型等问题。建议:及时调整收入结构,加强媒体、特别是网络媒体的版权收益管理,努力培育具有自身特色的赛事品牌文化。Business development of China Open is studied by methods of literature review and so on in this paper. Main conclusion： strictly control of game quality, focus on media exposure promotion, establishment of completing sponsorship system and so on of business development are worth learning; but there are some problems such as improper revenue structure, low income from media royalty and the culture of brand is not shaped yet, etc. Suggestion： promptly adjust the revenue structure; enhance management of media royalty revenue, especially for online media; develop brand culture with own individuality.

关 键 词：体育经济 体育赛事 中国网球公开赛 商务开发 

分 类 号：G845[文化科学—体育训练]