论北京奥运赞助给予我国企业塑造国际品牌的历史契机  

Discussion on Historic Opportunity Beijing Olympic Games Sponsoring Bestowing Our Enterprise

作　　者：韩骏[1] 余静[1] 

机构地区：[1]华东理工大学体育经济理论研究所,上海200237

出　　处：《安徽体育科技》2006年第2期3-5,共3页Journal of Anhui Sports Science

摘　　要：以奥运赞助对塑造国际品牌的重要性为切入点,对北京奥运赞助市场的环境进行分析研究,分析了我国企业所面临的良好的赞助环境和塑造国际品牌的历史契机。借用可口可乐等国际大公司赞助奥运,塑造国际品牌的成功经验,提出了适合我国企业的一些奥运赞助策略。Through the analysis about the essentiality of Olympic sponsoring to create international branding, and about the surrounding of Beijing Olympic sponsor market, which points out.. Beijing Olympic Games offers ＂favorable geographical position＂ chance of Olympic Games sponsoring; free approach of entering and strict standard of sponsor selected; rich and generous redound; favorable revenue policies and knowledge property right about Olympic Games, so the surrounding of Beijing Olympic sponsor market is apt to our sponsors to create international branding, and puts forward some strategies being apt to our corporations from some successful experience of creating international branding about big international corporations, like Cocacola etc.

关 键 词：北京奥运 赞助 国际品牌 契机 

分 类 号：G80-05[文化科学—运动人体科学]