摘要
从1984年洛杉矶奥运会尤伯罗斯对奥运品牌价值2008年北京奥运会的市场开发,奥运会已经不仅仅是全世界的体育盛会,也是众多商家、行业争抢的经济大餐。关于奥运营销,奥运赞助商与非奥运赞助商的"江湖"恩怨,始终难了。"奥运营销"
When Japan hosted the 1998 Winter Olympics,the U.S.photo products giant Kodak had the games all to itself;rival Fuji Photo Film had been shut out on its own turf. In a bit of marketing one-upsmanship,Eastman Kodak Co.was the Olympics' official film sponsor,fight in the middle of Fuji's home market.The sponsorship,which Kodak secured by paying $44 million to the International Olympic Committee,permitted Kodak to put Olympic-themed advertising around Nagano and to give away its products to participants and spectators.
