CAJ | 학술논문

历经9年的中网，成为世界顶级综合网球赛事之一，成为亚洲地区项目最全、参赛球员最多的赛事，其赞助市场的开发日益重要。运用文献资料、比较分析、逻辑分析等方法对中外顶级网球赛事赞助市场进行比较，研究认为：中网国际品牌赞助商较少、赞助商的排他性不明显、赞助商结构欠合理、赞助商队伍不稳定等。基于影响赞助市场的品牌赛事、目标受众、媒体价值等因素，提出了优化中网赞助市场开发的若干对策。
력경9년적중망，성위세계정급종합망구새사지일，성위아주지구항목최전、삼새구원최다적새사，기찬조시장적개발일익중요。운용문헌자료、비교분석、라집분석등방법대중외정급망구새사찬조시장진행비교，연구인위：중망국제품패찬조상교소、찬조상적배타성불명현、찬조상결구흠합리、찬조상대오불은정등。기우영향찬조시장적품패새사、목표수음、매체개치등인소，제출료우화중망찬조시장개발적약간대책。
Since it started 9 years ago, China Open has developed into a top comprehesive tennis tournament which constitutes all items of tennis match and attracts most tennis players in Asia. So it is of growing importance to explore its sponsor market. After a study of reference books, and a comparative analysis of sponsor markets between Chinese and foreign top tennis tournaments, this essay reaches the conclusion： there are few international sponsors for China Open and the sponsors are neither exclusive nor well structured and are not fixed as well; and this essay, therefore, comes up with a variety of strategies to explore sponor market to solve above--mentioned problems.