奥运体育营销探析:功能、案例与策略  

Study on the Olympic Sports Marketing: Features,Case,and Policy

作　　者：谢翊[1] 

机构地区：[1]福建工程学院文化传播系,福建福州350108

出　　处：《体育科学研究》2013年第5期44-47,共4页Sports Science Research

基　　金："十一五"国家课题(FIB070335-A14-06);福建省教育厅A类项目(JA1191S)

摘　　要：运用文献资料、专家访谈、逻辑分析等方法,探讨奥运体育营销具有提升品牌价值、提高企业知名度、促进产品销售以及赢得更多商业机会等功能。分析联想、李宁、伊利、青岛啤酒等中国企业的成功案例,并提出认识奥运营销具有的风险性、结合自身实际制定营销计划、考虑企业形象与奥运精神吻合度以及注重奥运营销规划的长期战略等奥运体育营销策略,为推进企业奥运体育营销发展提供参考依据。The use of literature, expert interviews and logical analysis to explore the Olympic sports marketing is to enhance brand value, increase awareness, promote product sales, and win more business opportunities. Analysis of Lenovo, Li Ning, Yili, Tsingtao Beer and other Chinese companies success stories will make awareness of the risk of Olympic marketing, combined with their actual marketing plan, consider the corporate image of the goodness of fit with the Olympic spirit and Olympic marketing programs focus on long-term strategy and other Olympic sports marketing strategy for promoting the development of en- terprises Olympic Sports Marketing provide a reference.

关 键 词：奥运 体育营销 功能 案例 策略 

分 类 号：G80-052[文化科学—运动人体科学]