【作者】 刘洋；

【导师】 杨卫东；

【作者基本信息】 苏州大学 ， 体育（专业学位）， 2020， 硕士

【摘要】 中国网球公开赛球童项目(简称“中网球童项目”)是中国网球公开赛举办的大型青少年公益社会推广活动。中网球童项目始于2010年到2019年经历十年的时间。截至目前,中网球童项目累计招募竞赛球童上千人,累计现场参与选拔青少年上万名,影响人群达上百万人,已经成为全亚洲影响力最大、覆盖面最广、运作最成功的体育赛事球童选拔活动。澳网是四大满贯赛事中最年轻的,其包容性、创新性使澳网走向世界。澳大利亚网球公开赛球童项目(简称“澳网球童项目”)吸纳中国、韩国、印度的国际交流球童参与赛事,是四大满贯中国际交流最广、包容性最强的项目。因此,澳网球童项目对中网球童项目有很大的借鉴意义。本文将对中网球童项目与澳网球童项目进行比较,分析国内外大型赛事球童项目的异同,找出中网球童项目的特色并优化中网球童项目,扩大中网在中国甚至亚洲地区的影响力,提升网球球童对于青少的吸引力,同时也为其他网球赛事的球童项目提供借鉴。本文采用文献资料法、专家访谈法、比较分析法等研究方法,比较中网球童项目、澳网球童项目在选拔形式、培训、文化、人员管理、商业营销情况方面的异同和差距。得出以下结论:1.在球童选拔方面,中网球童的选拔在国内覆盖范围广并促进校园网球发展;澳网球童选拔注重专业性,球童来源更国际化。2.在球童培训方面,中网球童的培训时间集中且较短,注重场上培训;澳网球童培训周期长,注重场上、场下、在家的多场景培训。3.在球童文化方面,中网球童在球童的行为规范、装备、和激励机制方面欠缺中国特色;澳网球童在球童的行为规范、装备、和激励机制方面更富有本国特色。4.在球童人员管理方面,中网球童的管理人员大多数以兼职为主,缺乏专业性、流动性大;澳网球童的管理人员大多数以全职为主,专业性强,人员相对稳定。5.球童项目的商业营销情况方面,中网球童拥有独家冠名赞助商,让中网球童的推广形式更加多样化;澳网的商业运营注重娱乐,“澳网儿童日”活动吸引更多家庭来到澳网现场。本文在通过与历史悠久,发展成熟的澳网球童项目的对比分析,对中网球童项目的发展提出以下建议:1.制定规范的球童行为手册,提高中网球童队伍的质量。2.丰富中网球童的装备和激励方式,使中网球童成为传播中国文化的使者。3.重新制定球童培训师招募标准,使球童管理人员专业化、稳定化。4.开发多种商业合作,使中网球童推广的形式多样化。5.整合资源,开发以家庭观众为主的“网球儿童日”活动更多还原

【Abstract】 The China Open Ballkid Program is a large-scale public welfare and social promotion activity for young people organized by China Open Tennis Tournament.China Open Ballkid Program has become the most influential,extensive and successful caddie selection activity in Asian sports events.The Australian Open is the youngest of the four Grand Slam tournaments,and its inclusiveness and innovation have brought the Australian Open to the world.The Australian Open Ballkid Program,with the participation of international exchange ballkids from China,South Korea and India,is the most extensive and inclusive of the four Grand Slam events.Therefore,the Australian Open Ballkid Program has a great reference significance for the China Open Ballkid Program.The Ballkid Program of China Open was compared with the Australian Open Ballkid Program in this study,and also analyzed the similarities and differences of ballkid programs among domestic and foreign large-scale events,found out and optimized the feature of ballkid program of China Open,to expand the influence of China Open in China and even in Asia,and to enhance the appeal for youth to become ballkids,as well as to provide reference to other tennis tournament ballkid program.In this study,literature method,expert interview method,comparative analysis method and other research methods were used to compare the similarities and differences in selection form,training,culture,personnel management,and commercial marketing between the Ballkid Programs of China Open and Australian Open.The main conclusions are as follows:1.In terms of ballkid selection form,China Open ballkid selection covers a wide range in China and promotes the development of school tennis.Australian Open ballkid selection focuses more on professional,and the source of ballkids is more international.2.In terms of ballkid training,China Open ballkid’s training time is concentrated and shorter,pays attention to the field training;Australian Open ballkid training cycle is longer,pay attention to the field,off the court,at home multi-scene training.3.In terms of ballkid culture,China Open ballkid program lacks Chinese characteristics in terms of ballkids’ code of conduct,equipment and incentive mechanism;Australian Open ballkid program has more national characteristics on conduct,equipment and incentives.4.In terms of the management of ballkid staff,most of the China Open ballkid staff are mainly part-time,lack of professionalism,and with high mobility;Most of the Australian Open staff are full-time,professional and relatively stable.5.In terms of the commercial marketing of the ballkid program,China Open ballkid program has the exclusive title sponsor,which makes the promotion form of China Open ballkid more diversified.Through comparative analysis with the long-established and mature Australian Open ballkid program,this paper puts forward the following suggestions for the development of China Open ballkid program:1.Develop a standard ballkid behavior manual to improve the quality of China Open ballkid teams.2.Enrich the China Open ballkid’s equipment and motivation,make the China Open ballkid become one of the messengers of chinese culture.3.The recruitment standard of ballkid trainers should be reformulated to make caddie managers professional and stable.4.Develop a variety of business cooperation,make the China Open ballkid’s promotion more diversified.5.Integrate resources and develop a "Children’s Day for tennis" for thoses audiences coming as a family.更多还原