2008北京奥运会阻击埋伏营销策略

Strategies for Preventing Ambush Marketing to Beijing 2008 Olympic Games

2008北京奥运的商机层出不穷,而机会与风险是同时并存。国内企业如何才能利用好北京奥运的商机,树立和宣传自己的品牌形象,在自身利益最大化的同时能够预防埋伏营销对自己的法定权益所产生的危害。现在比较系统的研究基础上论述奥运赞助商之攻防策略及赛事组织者之应对策略。

There are a great amount of commercial opportunities, as well as risks, in Beijing 2008 Olympic Games. Domestic enterprises are supposed to take this opportunity to build and publicize their own images and brandings as well as maximize their benefits while preventing the damage of ambush marketing. This article, based on comparatively systematic research, discusses the strategies of Olympic sponsors and the countermeasures of organizers.