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对一项网球赛事来说,除了票房、电视转播权的运营收入外,最主要的就是赞助商们的大力资助。看看赛事赞助的大名单,我们经常会看到体育运动、啤酒、银行、餐饮等行业中响当当的名字,但真正起到中流砥柱作用的非汽车行业莫数,丰田的豪华品牌雷克萨斯长期赞助美国网球公开赛,韩国起亚亲情赞助澳大利亚网球公开赛,德国梅赛德斯-奔驰则选中了每年年末的网球大师杯赛。除此之外,福特、路虎、标致也都活跃在网球主流赞助的宝座上。然而放眼国内,我们发现本土网球赞助市场中的汽车品牌寥寥可数,落户中国的全球汽车品牌们似乎并没有为中国的网球赞助市场带来一贯的热情和大方;本土汽车品牌们忙着大打价格战,对网球营销似乎提不起兴致。那么,让汽车大牌们长年在世界网坛上不遗余力地一掷千金、对网球无比痴迷的情结是什么?而在中国的网球市场如此谨小慎微、心存疑虑的症结又在哪里?情结和症结之间,我们能否找到破解的密码?带着这样的疑问,本刊记者走访了上海通用汽车市场营销部执行总监孙晓东和起亚汽车(中国)总经理郑畅镐以及市场监测机构新生代,就汽车品牌与网球运动之间的因因果果,做了深入的探讨和分析。
For a tennis tournament, in addition to the box office, TV broadcast rights operating income, the most important is the sponsor’s strong financial support. Look at the big list sponsored by the event, we often see the name of sports, beer, banking, restaurants and other industries resounding, but really play a major role in the non-automotive industry Mozambique, Toyota’s luxury brand Lexus long-term sponsorship of American tennis Open, Kia sponsor the Australian Open, South Korea, Germany, Mercedes-Benz is selected at the end of each year Tennis Masters Cup. In addition, Ford, Land Rover, Peugeot are also active in the mainstream sponsor of tennis throne. However, looking at China, we found that there are only a few car brands in the local tennis sponsorship market. The global auto brands in China do not seem to have always had the enthusiasm and generousness for China’s tennis sponsorship market. Local auto brands are busy playing Price war, tennis marketing does not seem to mention interest. So, let the big cars for many years in the world of tennis alot to spare no effort to throw back the billions of dollars, the obsession with tennis is the complex? What is so cautious in China’s tennis market, the crux of the doubts and where? Complex and crux of the problem, we With such questions, this reporter visited the Shanghai General Motors Marketing Executive Director Sun Xiaodong and Kia Motors (China) General Manager Cheng Chang-ho and the market monitoring agency Cenozoic, automotive brands and tennis Between the cause and effect, made in-depth discussion and analysis.