中国奥委会无形资产营销中的产品定位

Product Orientation in Marketing the Intangible Assets of the Chinese Olympic Committee

中国奥委会无形资产市场开发的任务是树立品牌,保证品质,以期更有效地进行市场开发。采用文献分析与管理实践相结合的方法,利用营销学的产品理论对中国奥委会无形资产市场开发问题进行了分析,讨论了中国奥委会无形资产营销中产品的概念、产品的特性、产品品牌的确立以及产品质量的保证。

The task of marketing the intangible assets of the Chinese Olympic Committee is to build up its brand and to guarantee its quality in order to effectively promote its market. Based on literature review and management practice, this paper applied the product theory to the analysis of issues related to the market expansion of the intangible assets of the Chinese Olympic Committee. Conceptualization and characteristics of its products, the establishment of brand and quality guarantee in marketing the intangible assets of the Chinese Olympic Committee were also discussed in this paper.