北京奥运会中国赞助企业及其营销特征分析  

Chinese Sponsoring Corporations and Their Marketing Characteristics of Beijing Olympic Games

作　　者：李生民[1] 

机构地区：[1]长安大学体育系,陕西西安710064

出　　处：《沈阳体育学院学报》2010年第4期31-34,38,共5页Journal of Shenyang Sport University

摘　　要：北京奥运会是中国的企业在关键技术、产品和服务领域展示自己,提升企业的形象和产品品牌、走向世界的机遇。如何认识和评价中国赞助企业"奥运营销"行为和效果,基本前提是对企业及其营销活动特征的把握。为此,通过分析和探讨中国赞助企业营销策略和行为方式,认为:中国赞助企业表现出产品类别集中性、营销策略差异性、营销手段整合性、营销效果分化等特征,表明中国赞助企业的奥运营销已跨越了产品与奥运标识简单相加的初级阶段,形成消费者、媒体、品牌三位一体的整合营销模式。For Chinese firms,the Olympic Games provide an honorable opportunity to enhance their image and demonstrate their strengths in key technologies,products and services while gaining recognition for their commitment to China＇s national quest for professional excellence in all realms of business.Before evaluating their Olympic marketing behaviors and effect,we should first master the characteristics of corporations themselves and their marketing behaviors.Therefore,we analyze and probe into the marketing strategy and the behavior mode of Beijing Olympic Game sponsors.The conclusion is that Beijing Olympic Game sponsors show the characteristics of product category concentration,marketing strategy difference,communicating as a whole and marketing effect differentiation.This also indicated that the Chinese sponsoring enterprise＇s Olympic Games marketing had surmounted the initial stage,which connect the Olympic Games marks and their product only.Their marketing pattern connect the consumer,the media and the brand as a whole.

关 键 词：奥运营销 赞助 营销特征 

分 类 号：G80-05[文化科学—运动人体科学]