三星公司奥运赞助营销活动的启示

Enlightenment from Samsung's Olympic Sponsorship Marketing Activities

作为奥运赞助营销的代表,三星公司借助奥运会进行品牌国际化运作,实现了品牌形象的成功转移。文章从Irwin和Asimakopoulos的六阶段体育赞助管理概念角度出发,以伦敦奥运会赞助活动为例,分析了三星奥运赞助营销的成功之处,同时分别在目标顾客、企业形象、市场范围、典型性代表性、兼容性及冲突方面分析了三星与奥运会的契合度,为国内企业赞助体育赛事提供参考依据。

Through Olympic Sponsorship, Samsung has become a worldwide brand. As a successful sponsor of Olympic Games, how can Samsung achieve brand internationalization and transfer the Olympic spirit into image of corporate brand? This paper adopts Irwin & Asimakopoulos' six-stage sponsorship management concept to evaluate the Samsung Olympic Games Sponsorship. Taking the sponsorship of the London Olympic Games as an example, this paper analyses the success of the sponsorship marketing activities of Samsung. Six dimensions were used to measure the fit between the sponsors and the sponsored, including target customers, corporate image, market area, typicality, complementarities and clash. This paper aims to provide a reference for domestic enterprises in sponsoring sports event.