中国企业里约奥运营销的特征及启示——基于传播框架的解读

Characteristics of and Inspirations from Marketing at the Rio Olympics by Chinese Enterprises:an Interpretation within the Framework of Communication

奥运会等世界大赛历来是企业营销的必争之地,本届奥运会中国企业表现出了愈发的理性姿态,不在狂热的追逐"奥运本身",而更多的开始关注奥运事件的借势营销,在营销中体现出:在传播主体上"协同合作"的营销传播战略,传播内容上注重泛奥运IP的营销内容生产,传播渠道上注重"立体化"的营销传播手段,传播效果追求"品效合一"的营销效益,传播对象注重消费者的"情感带入",产生了积极的效果。基于此,得出强化非竞争品牌的合作营销,重视全方位布局的整合营销,注重推陈出新的创新营销,探索市场精分的圈层营销等营销策略和趋势。

World sports events like the Olympic Games have always been a battleground for corporate marketing. At the Rio Olympics Chinese enterprises assumed a relatively rational attitude, concerned more about how to take advantage of the occasion instead of being fanatical about the Games itself. This type of marketing was characterized by a synergetic strategy of marketing communication on the part of the communicator, emphasis on marketing content production of pan-Olympic IP, focus on ＂three-dimensional＂ means of marketing communication, pursuit of effectiveness in both brand marketing and revenue generation, and consideration of consumers＇ emotions. It yielded a very positive effect. Based on this discussion, I suggest that attention be paid to cooperative marketing of non-competitive brands, multi-dimensional integrated marketing, innovative marketing, and market segmentation.