由奥运营销看中国企业品牌营销策略实施

发布时间：2018-04-10 14:21

本文选题：奥运营销 + 品牌价值　；参考：《华中科技大学》2008年硕士论文

【摘要】： 奥运营销的核心是实现传播价值、精神价值、消费价值和品牌价值等价值的最大化。2008年北京奥运会为中国企业品牌构建提供了良好的营销平台。如何紧紧抓住奥运机遇进行品牌营销,有效增强中国国家和企业的国际竞争力,将奥运带来的有利影响最大化,这是摆在中国企业面前的一个重要问题。本文基于奥运营销对品牌构建的强大助推作用,分析了国内企业如何借助奥运契机实施品牌营销的策略。文章综合运用企业管理、营销管理、事件营销、关系营销、整合营销、项目管理等理论和实践知识,对奥运会部分国内赞助商的品牌营销策略进行了分析,指出了国内企业在品牌营销策略及实施过程中的不足,并针对后奥运营销提出了思考。文章认为整合营销是成就企业品牌的重要的策略。企业在奥运营销活动中,应贯彻整合营销传播的理念,把奥运营销传播置于公司整合营销传播的主干线上。以奥运为平台、以消费者为核心,重组企业的各种行为和市场行为,综合协调地使用各种形式的传播方式,以统一的目标和统一的传播形象、传播一致的产品信息和品牌信息,实现与消费者的双向沟通,树立产品和品牌在消费者心目中的地位,更有效地达到品牌传播和提升品牌价值目的。结合整合营销的核心思想,文章提出了整合营销的产品优势策略、长效性策略、快速反应策略、创意广告策略、社会新闻策略、公益赞助策略,以充分整合奥运营销的员工轴、顾客轴、竞争轴、合作轴、公众轴等五大体系轴,全面提升企业和产品的品牌价值。
[Abstract]:The core of Olympic marketing is to maximize the value of communication, spiritual value, consumption value and brand value, etc. The 2008 Beijing Olympic Games provides a good marketing platform for the brand construction of Chinese enterprises.How to grasp the Olympic opportunity to carry on the brand marketing effectively strengthens the Chinese nation and the enterprise international competition ability will bring the Olympic Games beneficial influence maximizes this is placed in front of the Chinese enterprise an important question.Based on the powerful role of Olympic marketing in brand building, this paper analyzes how domestic enterprises implement brand marketing strategy by taking advantage of Olympic opportunity.Based on the theory and practice of enterprise management, marketing management, event marketing, relationship marketing, integrated marketing and project management, this paper analyzes the brand marketing strategies of some domestic sponsors of the Olympic Games.This paper points out the shortcomings of domestic enterprises in brand marketing strategy and implementation process, and puts forward some thoughts on post Olympic marketing.The article thinks that integrated marketing is an important strategy to achieve enterprise brand.In the Olympic marketing activities, enterprises should carry out the concept of integrated marketing communication and put the Olympic marketing communication on the main line of integrated marketing communication.Taking the Olympic Games as the platform, taking the consumer as the core, reorganizing the various behaviors and market behaviors of enterprises, using various forms of communication methods in a comprehensive and coordinated manner, disseminating consistent product information and brand information in order to achieve a unified goal and a unified communication image,To achieve two-way communication with consumers, to establish the position of products and brands in the eyes of consumers, and to achieve the goal of brand communication and promotion of brand value more effectively.Combined with the core idea of integrated marketing, the article puts forward the product superiority strategy, long-term effect strategy, rapid reaction strategy, creative advertising strategy, social news strategy, public welfare sponsorship strategy, in order to fully integrate the staff axis of Olympic marketing.Customer axis, competition axis, cooperation axis, public axis and other five system axes to enhance the brand value of enterprises and products.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274;F273.2

【引证文献】