| 探究武汉网球公开赛的赞助现状 |
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| 引用本文： | 刘芳枝,张贝贝.探究武汉网球公开赛的赞助现状[J].湖北体育科技,2019(5):401-406. |
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| 作者姓名： | 刘芳枝 张贝贝 |
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| 作者单位： | 1.武汉体育学院研究生院;2.武汉城市职业学院网球学院 |
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| 基金项目： | 江汉大学武汉研究院开放性课题资助项目(IWHS20182020) |
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| 摘 要： | 以武汉网球公开赛为研究对象,采用文献资料、调查法、实证分析法对其赞助现状及存在的问题进行剖析。研究结果显示:武汉网球公开赛赞助表现出专设的赞助招商部门、规范化的赞助商体系设计、国际化的媒体宣传、多样的赛事推广活动、合理的赞助收入结构、民族品牌和民营企业为主体的赞助商队伍、广泛的赞助行业分布等特征。但同时也存在着赞助招商有一定的困难、赞助商不稳定、赞助品牌契合度不高、缺乏国际有影响力的高端赞助品牌等问题。在此基础上,提出武汉网球公开赛举办方应调整武汉网球公开赛赛事定位,丰富赛事产品结构,深入合作强势主流媒体,打造高效专业的运营团队等完善武汉网球公开赛赞助的策略。
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| 关 键 词： | 职业赛事 武汉网球公开赛 企业赞助 |
Exploring Sponsorship Status of Wuhan Open |
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| LIU Fangzhi,ZHANG Beibei.Exploring Sponsorship Status of Wuhan Open[J].Journal of Hubei Sports Science,2019(5):401-406. |
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| Authors: | LIU Fangzhi ZHANG Beibei |
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| Institution: | (Postgraduate School of Wuhan Sports University, Wuhan 430079, China;Tennis School of Wuhan City Polytechinic, Wuhan430064, China) |
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| Abstract: | Taking Wuhan Open as the research object, this paper uses the methods of literature, investigation and empirical analysis to analyze its sponsorship status and existing problems. The results show that the sponsorship of Wuhan Open exhibits the characteristics of special sponsorship departments, standardized sponsorship system design, international media publicity, various events promotion activities, reasonable sponsorship income structure, national brands and private enterprises as the main sponsors, and extensive distribution of sponsorship industries. But at the same time, there are also some problems such as difficulties in sponsoring investment,unstable sponsors, low compatibility of sponsored brands, and lack of internationally influential high-end sponsored brands. On this basis, it is proposed that the organizers of Wuhan Open should adjust the orientation of the event, enrich the product structure of the event, deepen cooperation with strong mainstream media, and create an efficient and professional operation team to improve the sponsorship strategy of Wuhan Open. |
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| Keywords: | professional events Wuhan Open corporate sponsorship |
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