浅析奥运“隐性营销”——兼谈北京奥运对“隐性营销”的应对  

On Olympic "recessive marketing"——On Beijin Olympic games handling "recessive marketing"

作　　者：刘春燕[1] 王淑英[1] 肖建国[1] 

机构地区：[1]河北师范大学体育学院,河北石家庄050016

出　　处：《特区经济》2009年第8期298-300,共3页Special Zone Economy

摘　　要：奥运"隐性营销"是奥运经济中值得关注的现象,结合北京奥运会对"隐性营销"的应对策略,对奥运"隐性营销"的含义进行辨析,对其价值取向、实质及致因进行分析。对非奥运赞助企业的"隐性营销"提出建议,认为"隐性营销"未必是非赞助企业最好的选择,应慎重使用,非赞助企业同样可以合理利用奥运资源,也可以尝试"非奥运营销"。奥运会结束后的一段时期,仍需防范"隐性营销"。The dormant marketing for the Olympic Games is one of the most prominent phenomena to which should be paid attention. With reference to the Tactics of Beijing Olympics in the Anti-dormant Marketing, the authors discriminate the meaning of dormant marketing, analyze its essence, causes and value orientation, and put forwoard sugggestions on dormant marketing of nonOlympic sponsor. They pointed out that dormant marketing is not the best choice of non-Olympic sponsor. This kind of corporations can make effective use the re sources of Olympics or take a risk of dormant marketing. After the 2008 Olympic Games, we Should still take measures to avoid the dormant marketing.

关 键 词：奥运会 隐性营销 非赞助企业 非奥运营销 

分 类 号：F274[经济管理—企业管理] G811.21[经济管理—国民经济]