奥运赞助营销与品牌国际化——基于三星与联想的比较研究  

Olympic sponsorship and brand internationalization:A research based on comparison between SAMSUNG and LENOVO

作　　者：卢长宝[1] 杨晓兰[2] 

机构地区：[1]北京大学经济学院,北京100871 [2]福州大学管理学院,福建福州350108

出　　处：《中南大学学报（社会科学版）》2008年第4期445-451,共7页Journal of Central South University：Social Sciences

基　　金：福建省社会科学基金资助项目(2007B2069);福州大学科技发展基金资助项目(2006-XQ[S]-05)

摘　　要：通过联想与三星的比较发现,尽管奥运赞助营销是企业实现品牌国际化的一个重要的平台,然而为了将奥运精神转移到企业品牌形象之上,赞助商需要花费巨大的赞助与后续传播费用,二者的比例为1?3～5,因此充满了风险;赞助商需要花更长的时间持续赞助奥运,才能达到将与奥运的关联转变为长期关系的目的。奥运赞助营销并不适合所有企业,企业必须要有与之相匹配的能力与实力,才能参与到这个属于巨人的游戏之中。Based on the comparison between SAMSUNG and LENOVO, we have found that Olympic sponsorship is a good platform of achieving brand internationalization. In order to transfer the Olympic spirit into the image of corporate brand, however, the sponsor should spend lots of money on sponsorship and communication in the future. The proportion of sponsorship and communication is about 1：3~5, so there are many risks in sponsorship, and the sponsor needs to spend longer time to support Olympic Games so as to transfer the na^tral relation into partner relationship. The Olympic sponsorship is not appropriate for all companies except that the company has enough competence to enable it to take part in the game for the giants.

关 键 词：奥运赞助营销 品牌国际化 三星 联想 关联认知 

分 类 号：F272.3[经济管理—企业管理]