对我国企业奥运会赞助营销策略的研究

Study on the Marketing Strategy for Chinese Enterprises to Sponsor the Olympic Games

从奥运会赞助营销角度出发,对体育营销、奥运会营销等基本概念和奥运会营销的意义进行研究,对我国企业的奥运会赞助营销给出了相应的策略和建议。

The author has studied the Olympic sponsorship from the marketing point of view and summaried some basic concepts of the Olympic marketing, the sports marketing and the significance, the corresponding strategies and recommendations on how Chinese enterprises participate in the Olympic sponsorship.