中国三大职业网球赛事的赞助商特征及营销策略刘芳枝陈林祥摘要：以中国网球公开赛、上海网球大师赛和武汉网球公开赛（本文称“中国三大职业网球赛事”）的赞助商为主要研究对象，采用文献研究法、访谈法、数理统计法等对中国三大职业网球赛事的赞助商特征进行分析。研究结果表明：中国三大职业网球赛事的多层次赞助结构使赞助商更具可选择性，不断完善的三大职业网球赛事赞助商层级结构有利于形成稳定的赞助模式。中国三大职业网球赛事的赞助商的企业性质、所属国及在中国行政区划的分布有所不同。中国三大职业网球赛事的赞助商所属行业分布具有广泛性和区域性特点，赞助商品以大众消费品为主。欧美资本主义发达国家的企业和中国东南部地区的企业对三大职业网球赛事的体育赞助占比较大;冠名赞助商对中国三大职业网球赛事赞助层级结构有较大影响。中国三大职业网球赛事定位越明确，赛事品牌形象越突出，赞助商契合度越高;赛事合作电视台级别及其合作的稳定性、赞助商对赞助效果的预期、中国三大职业网球赛事的观众对赞助商的稳定性影响较大;中国三大职业网球赛事的赞助商品契合度及赞助商稳定性相较国际职业网球“四大满贯”賽事还有待提高。基于以上，提出三大职业网球赛事的体育赞助营销策略。关键词：职业网球赛事;体育赞助;营销;中国网球公开赛;上海网球大师赛;武汉网球公开赛：G80-052学科代码：040301：AAbstract：TakingsponsoringenterprisesofChinaOpen，ShanghaiMastersandWuhanOpen（tobereferredas“threemajorprofessionaltenniseventsinChina”inthefollowing）asthemainresearchobjects，thispaperfocusesonsportssponsorshipfeaturesofChinasthreemajorprofessionaltenniseventswiththeresearchmethodsofliteraturereview，interview，mathematicalstatisticsandsoon.Theresultsshowthatthemulti-levelsponsorshipstructureofthethreemajorprofessionaltenniseventsinChinamakescorporatesponsorshipmoreselective，andthecontinuousimprovementofthehierarchicalsponsorshipstructureofthethreemajorprofessionaltenniseventsisconducivetotheformationofastablesponsorshipmodel.TherearesomedifferencesamongChinasthreeprofessionaltennistournamentsintheenterprisenature，countryanddistributionofadministrativedivisioninChina.ThesponsorsofChinasthreemajorprofessionaltennistournamentsbelongtoabroadandregionaldistributionindustry，andthemassconsumergoodsarethemaincommoditiessponsoredbythem.TheenterprisesindevelopedcapitalistcountriesinEuropeandAmericaandthoseinsoutheastChinaaremoreactiveinsponsoringthethreeprofessionaltennistournaments;ThetitlesponsorhasamajorimpactonthesponsorlevelstructureofChinasthreemajorprofessionaltennistournaments.TheclearertheorientationofChinasthreemajorprofessionaltennistournamentsis，themoreprominentthebrandimageofthetournamentis，andthehigherthesponsorshipcompatibilityis;ThelevelandcooperativestabilityofcooperativeTVstations，theexpectationsofthesponsorsandtheaudiencebaseofChinasthreemajorprofessionaltennistournamentshaveagreatimpactonthestabilityofthesponsors;Comparedwiththeprofessional“FourGrandSlam”tennisevents，Chinasthreemajorprofessionaltennistournamentssponsorshipcommodityfitandsponsorstabilitystillhavetobeimproved.Basedontheabove，sportssponsorshipmarketingstrategiesofChinasthreeprofessionaltennistournamentsareputforward.Keywords：professionaltennisevents;sportssponsorship;marketing;ChinaOpen;ShanghaiMasters;WuhanOpen众所周知，网球运动是高度职业化发展的竞技体育项目，在国际上已经形成了较为成熟的商业运作机制。近年来，随着男子职业网球协会（简称“ATP”）、女子职业网球协会（简称“WTA”）和国际网球联合会（简称“ITF”）不断开拓亚太地区职业网球赛事市场，中国举办了多场职业网球赛事。目前，在北...