我国企业参与奥运市场竞争的现状及对策研究  

The Participation of Chinese Companies in the Olympic Market Competition

作　　者：黄鲁成[1] 周婷婷[1] 

机构地区：[1]北京工业大学经济与管理学院,北京100022

出　　处：《商业研究》2009年第1期148-151,共4页Commercial Research

基　　金：国家自然科学基金重点项目;项目编号:70639002

摘　　要：奥运赞助对企业而言有着重大的战略意义,它能为企业带来巨大的经济效益。在此背景下,我国企业纷纷通过加入奥运赞助计划进入奥运市场平台。在奥运市场平台上,赞助企业必须灵活运用营销的策略和技巧,学会驾驭大型赛事的影响过程,把握奥运营销的特性,更好地实现企业赞助奥运的目标。Many Chinese companies now recognize the strategic role of sponsorship and the great potential for creating economic value from a longer - term relationship. Therefore, an increasing number of companies seek to enter the Olympic market platform through sponsorship. Through analyzing the characteristics of the Olympic Marketing and development of Chinese sponsors, this paper brings forward some strategies to Chinese companies which are going to join the Olympic market competition.

关 键 词：奥运市场 我国企业 对策 

分 类 号：F292.3[经济管理—国民经济]