对中国网球公开赛的SWOT分析

SWOT Analysis of China Open

运用SWOT分析法分析中国网球公开赛的内部与外部环境。中国网球公开赛内部优势主要是国家及政府的支持,成熟的赛事运作公司,相对全面的市场推广;内部劣势是非官方渠道购票现象严重,球迷价值开发程度不高,赛事运行信息较为分散;外部机会是中国网球市场潜力巨大,中国网球女子运动员的不断突破,亚洲网球赛事服务联盟的成立;外部威胁是体育法制体系不健全,上海网球大师赛的冲击,中国男子网球运动员缺乏竞争力。根据上述因素提出了增长型、扭转型、多种经营、防御型4种战略及具体措施。

With SWOT analysis,the paper analyzes the internal and external factors of China Open. The internal strengths of China Open are the support of government,mature operating of the tournament company and relatively comprehensive market promotion; its internal weakness are the prevalent unofficial ways of getting tickets,low level of fans value exploitation,and scattered tournament function information; its external opportunities are the great potential of China tennis market,breakthrough of Chinese female tennis players,and the establishment of Asia Tennis Tournament Service Alliance; its external threats are incomplete sports legal system,impacts from Shanghai Rolex Masters,and comparatively low competitiveness of Chinese male tennis players. Above all the factors,this paper has put forward 4 types＇ strategies and specific measures of growth,torsion,diversified and defensive.