与奥运共赢--论奥运赞助的配合运作

Mutual benefits with the Olympics:Cooperation with Olympic sponsorship

以2008年北京奥运赞助为切入点,从企业内部营销手段、营销部门和企业外部参与方多重配合的角度讨论2008年北京奥运赞助过程中,要达到赞助效益的最大化,各种营销手段、部门和参与方配合执行的重要性,并初步构建配合运作的具体模式。

Focusing on the sponsorship of the 2008 Beijing Olympic Games, the article explores the importance of cooperation of different marketing means, scetors and participants to maximize the sponsorship benefits at the angle of the cooperation of marketing means of the internal corporation, marketing sectors and participants during sponsoring the 2008 Beijing Olympic Games. The pattern of the cooperation is initially constructed.