北京2008奥运会联合市场开发计划与企业赞助情况研究

The Research on Joint Marketing of Beijing 2008 Olympic Games and Corporation Sponsor

本研究根据奥林匹克营销的结构,主要针对北京2008奥运会组委会和中国奥委会组成的联合市场开发计划和企业参与联合市场开发的赞助情况进行研究。文章深入分析了企业赞助北京2008奥运会的基本情况,目的在于总结企业参与北京2008奥运会市场营销方面的经验和教训,为奥运会其它举办城市和中国今后举办其它大型体育赛事提供可资借鉴的依据。

In the light of structure of Olympic Marketing, the research on joint marketing of Beijing 2008 Olympic Games was formed by BOCOG and COC, and corporation sponsor. The article analyze deeply corporation sponsoring instance of Beijing 2008 Olympic Games. The aim is sum- marizing experience and lesson of Beijing 2008 Olympic Games Marketing. The result will supply evidence to other host city of Olympic Games and hosting other Games of China in future.