中国职业网球赛事赞助收入影响因素研究——以中国网球公开赛为例

The Influencing Factors of Sponsorship Income of Professional Tennis Events in China ——Taking China Open as an Example

赞助收入是我国职业网球赛事市场开发最主要的收入来源,以中国网球公开赛为例,通过建立多元回归模型对影响其赞助收入的因素进行量化分析。研究结果显示:电视转播时长是影响中网赞助收入的首要关键因素,其次为赛事奖金额或顶级选手参与人数,本地选手参与人数至少在现阶段是影响中网赞助收入的关键因素,最后为赞助契合度。在此基础上提出,我国职业网球赛事举办方应采取加强与电视等媒体的合作,优化赛事产品组合,提高赛事奖金额,明确赛事定位,营造良好的网球文化氛围等赞助招商策略。

Sponsorship income is the most important source of income for the market development of China’s professional tennis events. Taking China Open as an example, the factors affecting its sponsorship income were analyzed quantitatively by establishing multiple regression model. The results show that: the duration of TV broadcast is the primary key factor affecting the sponsorship income of China Open, followed by the amount of prize or the number of top players, the number of local players is the key factor affecting the sponsorship income of China Open at least at the present stage, and the last one is sponsorship fit. On this basis, it is suggested that the organizers of professional tennis events in China should focus on strengthening the cooperation with TV and other media, optimizing the competition product mix, increasing the amount of prize, clarifying the event positioning, creating a good tennis cultural atmosphere and other sponsorship investment strategies.