奥运赞助企业的后续营销策略与实施

Post-Olympic operation strategy of enterprise sponsorship

奥运赞助营销成败得失的关键在于企业获得赞助权之后如何策划和组织实施后续营销。基于这种观点,笔者提出了赞助企业制定和实施后续营销方案必须遵循的四条原则,即遵循系统性与阶段性相结合、连续性与多样性相结合、公益性与实效性相结合、文化性与同质性相结合的原则,并应精心实施后续推广、积极防范传播风险、坚决打击隐性营销等,以确保营销目标的实现。

The suceess and failure of the Olympic sponsorship enterprise marketing lie in how the enterprises plan and operate after they are entitled to sponsor. In this paper, the author puts forth four principles to be followed for the post-Olympic operation for these enterprises. To reach the operation goals, continuity and variety of the operation should be combined. Particular phases of the operation will be taken into consideration. The operation should take non-profitability, feasibility, cultural elements into consideration.