奥林匹克营销及我国企业应对策略

Olympic Marketing and the Strategies of Domestic Enterprises

从分析奥林匹克营销结构和发展趋势入手,分层次地阐述了北京2008奥运会的营销策略。重点分析了我国企业在奥运营销过程中所面临的资金、经验和认识方面的阻力,最后提出了针对性的发展对策,以期为我国企业制定合理的营销策略,有效地参与奥运营销,提升自身竞争实力提供参考。

This study elaborates the marketing strategy of Beijing 2008 Olympic Games hierarchically starting with the analysis on the Olympic marketing structure and trends. It focuses on the resistance that domestic enterprises will meet, from the funds, experience and ideas. At last, the author puts forwards a way to deal with it, in order to enact a go-ahead marketing strategy, participate in the Olympic marketing effectively and improve the ability in the fierce competition.