检讨奥运前营销

MARKETING REVIEW BEFORE THE OLYMPICS

企业借助奥运营销成功提升品牌的成功案例在国际上屡见不鲜，对于奥运营销来说．远见和前瞻性非常重要，借助奥运营销提升品牌．一定要保证企业的品牌元素和奥运的内涵能够结合起来，企业赞助奥运，不仅是品牌传播策略，奥运赞助不是摆阔．显实力的舞台．而是提升品牌影响力．

Tokyo Olympic Games was held in 60s of last century, it became a stepping-stone which helped Japan rejoin the club of the developed countries of the world; Seoul Olympic Games was held in 1988, it helped Korea complete emerging changes from a developing country to an industrial country; Beijing will organized 28th Olympic Games in 2008, what direction it will lead China to? People have boundless imagination and vision for the answer. Will China Enterprises become the next Sumsung, Koreanair, NSK or Sony and other enterprises with the 'Olym- pic economy' effect? Lenovo, Haier, Yili, Bank of China ... these Olympic sponsorships are on their journeys of Olympic, how did these Chi- nese enterprises perform in the former Olympic marketing? It gets closer to the day of the first anniversary of the Olympic countdown and our review begins from a public investigation.