北京奥运会赞助企业的营销特征研究

Research on the Marketing Characteristics of Beijing Olympic Game Sponsors

奥运会作为世界上覆盖面和影响力最大的赛事,日益成为跨国企业实现其战略意图进行营销活动的有效平台,其中,赞助行为是最为典型的营销方式。2008年北京奥运会我国赞助企业进行营销活动已经全面展开,如何认识和评价我国赞助企业的行为,基本前提是对企业赞助营销行为特征的把握,由于赞助活动涉及众多因素,这些因素之间交互作用明显,使得赞助行为难以窥探其全貌。为此,采用简化问题方式,力图通过分析几个主要环节,展开企业赞助行为的本质特征,并借助于几届奥运会实证数据的整理和分析,分析和探讨2008年北京奥运会赞助企业行为方式和本质属性。基本结论是:北京奥运会赞助企业表现出品牌依附性、产品类别集中性、整合性传播、受众人群复杂等方面的特征。

The Olympic Game is the most influential worldwide game, so it becomes the stage on which multinational companies carry out their marketing strategies. Sponsorship is their most typical marketing method. Chinese Olympic Game sponsors＇ marketing activities have been carried out completely. Before evaluating their behaviors, we should first master the characteristics of their marketing behaviors. Because sponsorship involves numerous factors which interact one another, it is difficult for us to fully understand sponsorship. Therefore, we use the method of simplifying the problem, and by analyzing a few vital links, try to find out the essential characteristics of sponsorship. By analyzing a few Olympic Games demonstration data, we analyze and probe into the nature and the behavior mode of Beijing 2008 Olympic Game sponsors. The conclusion is that Beijing Olympic Game sponsors show the characteristics of depending on brand, product category concentration and communicating as a whole, complicated target group of people.