奥运品牌营销——以北京奥运会国内企业为例

Olympic Brand Marketing:An Example of State-owned Enterprises in Beijing Olympic Games

运用文献资料、实证分析、逻辑分析等方法对奥运品牌营销进行研究。从奥运品牌营销的概念入手,揭示赞助商奥运品牌战略的重要性,明确奥运营销的根本含义和奥运带给商家的品牌价值。通过对奥运营销以及奥运品牌理论的深入剖析,发现奥运品牌营销对赞助商在企业形象、品牌形象塑造和产品销售、品牌推广等方面都起到积极的意义,国内赞助商必须提升产品和服务质量、优化营销渠道以实现"品牌奥运化",对国内企业展开奥运营销具有一定的指导意义。

Based on literature,empirical analysis,logical analysis methods,this paper researches Olympic brand marketing.From the concept of Olympic brand marketing,it reveals the importance of Olympic brand strategy of the sponsors,and gives a clearly understand of the fundamental meaning of Olympic marketing and the brand value of Olympic bring to businesses.Through the depth analysis of the Olympic marketing and the Olympic brand theory,it found that the Olympic brand marketing played a positive significance for sponsors in the corporate image,brand image-building and product marketing,brand promotion and so on.The state sponsors have to improve product and service quality,optimize the marketing channels in order to achieve ＂brand of the Olympic Games＂.All these play certain significance for state corporations in Olympic maketing.