基于SWOT模型分析的中网发展战略研究

运用文献资料法、数理分析法,结合SWOT分析模型,从内部优势和劣势,外部机遇和威胁四个维度对于中网发展战略进行全面分析,研究结果显示:优势在于政府宏观调控,支持赛事发展;中网赛事升级,硬件设施良好;我国女子网球成绩显著,明星效应形成;劣势在于中网文化底蕴不足,和赞助企业文化契合度低;中网收入不均衡,不利于持久发展;我国群众基础薄弱,球迷素质偏低;外部机遇在于国际形象提升,经济稳步增长;网球版图向亚洲扩张,地理位置优越;顶尖运动员必须参赛,票务保证;外部的威胁在于赛事时间安排不合理,多家赛事时间冲突;赛事营销手段单一,推广效果不高;世界众多赛事的竞争,竞争优势不明显。

Research on the Development Strategies of China Open Tennis with SWOT Analysis

By using the method of documentary,logical analysis as well as the SWOT,this essay made a comprehensive analysis of development strategies of China Open Tennis from four aspects which are superiority,weakness,opportunity,threatening. Results show that： the superiority is government＇s macro- regulatory functions,race upgrade and women＇s tennis vitas have formed. The weakness of the race is that lack of cultural heritage,income inequality,and mass base is still weak. The opportunity is that our country＇s international image is enhancing and economic growth,the expansion of Tennis territory to Asian and outstanding players must participate in the competition. The thrcatening of the race is match schedule unreasonable,event marketing single and the competition of other world events.