中国品牌在2010南非世界杯上的营销研究——以中国英利为例

Chinese Brands' Marketing in 2010 FIFA World Cup South Africa——An Example of Yingli China

中国品牌进入世界杯的营销行列,是国人的骄傲。中国英利能进入世界杯的时代背景主要有四个因素:科技和经济实力的提升,孔子学院成功营销的启示,稀缺资源——世界杯对中国企业的吸引,世界环保理念的倡导。中国品牌在世界杯的的营销策略是:品牌个性策略,品牌传播策略,品牌销售策略和品牌管理策略。中国英利成功进入世界杯营销给中国企业带来了以下启示:要推广国际品牌,就不惜重金,充分利用特色营销优势,抓住媒体整合营销机遇,倡导绿色营销理念。

Chinese brand＇ entering to the World Cup＇s marketing ranks, is the pride of Chinese people. With Yingli China entering to the World Cup, there were mainly four factors ： technological and economic strength to upgrade, successful marketing of Confucius Institute, scarce resources the World Cup to attract Chinese enterprises, the world＇s advocacy about philosophy of environmental protection. The strategies of Chinese brands in the World Cup＇s marketing were： the strategy of brand personality, the strategy of brand communication, the strategyof brand sales and the strategy of brand management. Yingli China successful entry into the World Cup marketing, to Chinese companies, there were the following revelations： To promote international brand, it should be spent no expense, make full use of characteristics of marketing, take advantage of the integrated marketing opportunities of the medias, promote the green marketing idea.