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近年,体育事件营销越来越受到媒体和企业重视。作为国际顶级体育盛事的奥运会,吸引了全世界的瞩目。2008年,以伊利、李宁为首的中国企业通过奥运营销尝到了甜头,越来越多的企业期望借助奥运赛事为载体来推广并提升品牌形象。随着2012年伦敦奥运会的临近,中国受众持什么心态?与前两届奥运会相比,有什么变化?不同区域的中国受众有哪些差异?中国企业如何借奥运之机做好营销工作?如何借奥运之机整合资源,进而打造黄金品牌,超越竞争对手,进行营销突围,对于各企业来说,是千载难逢的机遇,同时也将面临着更大的挑战。
In recent years, sports event marketing is getting more and more attention from the media and enterprises. As a top international sports event of the Olympic Games, has attracted the world’s attention. In 2008, Chinese enterprises headed by Erie and Li Ning have tasted the sweetness through the Olympic marketing. More and more enterprises are expecting to use the Olympic Games as a carrier to promote and enhance the brand image. With the approaching of the London Olympic Games in 2012, what is the attitude of the Chinese audience? What changes have compared with the previous two Olympic Games? What are the differences between Chinese audiences in different regions? How can Chinese enterprises make marketing work by the Olympic Games? How to borrow It is a golden opportunity for all enterprises to integrate the resources of the Olympic Games so as to create a golden brand, surpass their competitors and make marketing breakthroughs. At the same time, they will face even greater challenges.