关键词: 职业网球赛事, 赞助收入, 中国网球公开赛, 影响因素, 多元回归分析

Abstract: 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.

Key words: professional tennis events, sponsorship income, China Open, influencing factors, multiple regression analysis