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奥运的到来意味着中国的企业开始大踏步的走入体育营销的领域,体育营销的成功并非一朝一夕,这是常识性问题,但北京奥运会的举办将促使媒体投资增长率在2008年达到29%。其中电视广告在总媒体投资中占70%的份额,报纸为15%,杂志为28%,这样的诱惑依然使得有实力进行体育营销的企业和品牌跃跃欲试,不论这个数据是否真的就是准确,单就传播这个领域来说,奥运这个非常时期所赋予品牌的传播力量肯定要远远大于平日,其实从更深的意义上看,奥运也只是品牌体育营销活动中的重要组成而并非全部,有营销就要有传播,传播就需要平台,特别是强势平台对品牌的传播价值是毋庸质疑的。CCTV—5的平台价值无需在本期大案中讨论,一两个案例也无法对C5和未来广告进行详尽的论述,当世界杯、冬奥会、亚洲杯、女足世界杯、08奥运这些赛事一项一项向我们走近或者远去的时候,总会留下很多的回忆,当体育已经摆脱了单纯而更显得魅力四射,当体育明星已经成为偶像,品牌在这其中就会一显身手,电视的转播、明星的代言,这看似简单的资源在CCTV—5和未来的策划与执行下被极大的丰富并被赋予了科学的传播灵性,在与联想、三星、中移、青啤们的联动中,这些因素的每一个细节都被价值化了,对于观众,这种价值带来了体育的美感与享受,对于品牌,带了的是美誉、忠诚与象征,从某种意义上说,这是资源的胜利、是品牌的胜利、是策划的胜利。本期我刊“月度大案”遴选了CCTV—5和未来广告公司的大批鲜活案例,基于版面所限,我们无法对这么多的案子一一解析,我们采取了以大向小,以面向点的过渡态势,既能让我们的读者从宏观的战略和执行的实战中获得经验,同时筛选出亚洲杯这样的“小案”进行重点的剖析,从而让我们的读者全方位的了解一家品牌性的专业频道的运营思路和策略方向。关注奥运,关注体育,关注未来,我们期待有更多的中国品牌在体育这个行业中从容行走,我们更加期盼有更多的体育传播平台来承载这一份辉煌。
The advent of the Olympics means that Chinese enterprises are beginning to step into the field of sports marketing. The success of sports marketing does not happen overnight. This is a commonsense issue. However, the hosting of the Beijing Olympics will lead to a media investment growth rate of 29% in 2008. TV ads accounted for 70% of the total media investment, newspapers 15%, magazines 28%, so the temptation is still making the strength of sports marketing enterprises and brands eager, whether or not the data is really accurate, single In terms of dissemination of this field, the power of the brand given to the Olympic Games in this extraordinary period must be far greater than usual. In a deeper sense, the Olympic Games are only an important part of the brand sports marketing activities, and not all of them are marketed To have dissemination, dissemination needs a platform, especially the strong platform for the spread of the value of the brand is no doubt. CCTV-5 platform value need not be discussed in this issue, one or two cases can not C5 and future advertising detailed discussion, when the World Cup, the Olympic Winter Games, the Asian Cup, the Women’s World Cup, 08 Olympic Games these events When approaching or going away to us, there will always be a lot of memories. When sports have got rid of simplicity and charm, when sports stars have become idols, the brand will play an active role in this one. Television broadcast, celebrity endorsements, this seemingly simple resources in the CCTV-5 and future planning and execution has been greatly enriched and was given a scientific spirit of communication, with Lenovo, Samsung, China Mobile, Tsingtao Brewery In the linkage between them, every detail of these factors is valued. For the audience, this kind of value brings about the beauty and enjoyment of sport. For the brand, it brings the reputation, loyalty and symbol. In a sense, That is the victory of resources, the victory of the brand and the victory of planning. In this issue, we selected a large number of live cases of CCTV-5 and future advertising companies. Based on the layout restrictions, we were unable to analyze so many cases one by one. We adopted the principle of “ In a point-to-point transitional situation, not only can our readers gain experience from macro-strategy and actual combat, but also select the ”small case" of the Asia Cup to focus on the analysis so as to make our readers omni-directional Understand the operational ideas and strategic direction of a brand of professional channel. Concerned about the Olympic Games, concerned about sports, concerned about the future, we look forward to more Chinese brands in the sports industry calmly walk, we are more looking forward to more sports communication platform to carry this brilliant.