TOP赞助商的梦幻之旅  

Fantastic Journey of GE

作　　者：李国威 

机构地区：[1]通用电气(中国)有限公司

出　　处：《环球体育市场》2009年第1期10-13,共4页Global Sport Market

摘　　要："高管论坛"是2009年本刊着力打造的全新栏目。特邀美国ICON健康与运动公司中国区总监、《财富》杂志专栏撰稿人耿力中博士担任栏目主持人。通过现场对话真实而细致地展示体育赞助商的观点,并辅以视角独特的"主持人点评"。GE had witnessed the 'truly exceptional Games' as the top sponsor. Their conception of sponsorship was fancy, and GE, the parent firm, and NBC, the subsidiary, became the sponsors of 2008 Beijing Olympic Games at the same time. Later, they carried out the ecomagination-themed marketing activities with significant effectiveness. Their promotion strategy was called 'Beijing Sponsorships', which enhanced the harmony of the cultures in contradiction on Chinese soil. The culture blending is an inevitable process for a globalization enterprises turning into a mature sponsor and GE have done it in terms of sponsorships, marketing and sales.

关 键 词：体育赞助商 TOP 栏目主持人 梦幻 《财富》杂志 中国区 撰稿人 运动 

分 类 号：G80-05[文化科学—运动人体科学] F279.712[文化科学—体育学]