奥运是一次历史性机遇,激起了中国人巨大的体育热情。但是,奥运之后,体育热必将逐渐降温,也将导致一系列的反应,反应之一是体育产业本身发生嬗变,其次是企业的体育营销理念和方法也将发生变革。在此,笔者就这两个问题抛出自己的一些观察和看法,并就一个案例简单说明一下后奥运时代的体育营销,究竟如何开展。 The Olympic Games is a historic opportunity, arousing the great Chinese sports passion. However, after the Olympic Games, the sports heat will surely cool down. It will also lead to a series of reactions. One of the reactions is that the sports industry itself has undergone a change. The second is that the sports marketing concepts and methods of enterprises will also change. Here, the author throws some observations and opinions on these two issues and briefly explains the sports marketing in the post-Olympic era on a case-by-case basis.