企业借助奥运提升品牌价值的策略研究

发布时间：2018-05-21 13:34

本文选题：品牌价值 + 奥运商机　；参考：《天津师范大学》2008年硕士论文

【摘要】： 北京奥运会即将来临,走过一个多世纪的奥运圣火就要在中国燃起。世界各地的目光,十三亿人的梦想,全世界的注意力都将投向北京,并以北京为轴心,向华夏大地的四面八方发散蔓延。此时,一场关于奥运营销的盛宴已经启动。其实从原奥委会主席萨马兰奇掷地有声地说出“北京”那一刻起,奥运营销便已拉开了序幕。北京奥运是一次盛大的经济宴席,奥运经济的三驾马车——聚合效应、裂变效应以及辐射效应正在逐一显现。对于中国的企业来说,这不仅是一次百年难遇的营销机会,还是一个无比巨大的传播舞台。但是,如何将奥运元素与企业品牌实现良好的结合,如何能够做好奥运营销,这是很多企业关心的问题。本文把企业以提升品牌价值为目标利用奥运进行营销的策略分为两大类来分析,即奥运营销策略和非奥运营销策略,并分别对这两种策略进行了详细地分析,并提出企业在具体操作中应注意的问题,力图为中国的企业在选择运用借奥运提升品牌价值的相关策略时提供一点参考价值。本文的结构共分为五部分: 第一章引言,主要介绍了本文的选题背景及意义,对国内外有关研究现状进行了阐述,并指出了本文的研究方法和创新之处以及本文的难点。最后,给出了本文的术语界定。第二章对企业品牌价值及奥运营销相关理论做了详细阐述,为本文的研究提供了理论基础。第三章首先分析了三星借奥运营销的成功崛起、三星的奥运策略以及其带给中国企业的启示,由此表明奥运营销对品牌价值提升的重要性。而后,介绍了联想的发展,并把三星与联想的奥运历程及北京奥运策略做了详细对比分析,在此基础上,采用SWOT分析方法分析了联想借奥运提升品牌价值所具有的优势、劣势,以及所面临的机遇与威胁。为第三章的第二大部分作了铺垫。在第二大部分中文章分析了众多奥运营销失败的原因,以此为基础,分析了奥运赞助商的奥运营销策略的选择与运用。并且对奥运赞助商的奥运营销的收益与风险作了详细分析。第四章分析了非奥运赞助商的奥运营销策略。首先介绍了非奥运营销理论,而后,以雪花啤酒为例介绍了非奥运营销并以此为基础分析了非奥运赞助商的非奥运营销策略的选择运用,以及非奥运赞助商在进行营销时所面临的知识产权的问题。最后,文章把奥运赞助商的奥运营销策略与非奥运赞助商的营销策略做了对比及SWOT分析。第五章对本文进行了总结。
[Abstract]:Beijing Olympic Games is approaching, after more than a century of Olympic flame will be lit in China. The eyes of the world, the dreams of 1.3 billion people, the attention of the whole world will turn to Beijing, and take Beijing as the axis, and spread in all directions to the land of China. At this time, a feast on Olympic marketing has been launched. In fact, from the moment former Olympic Committee President Samaranch said "Beijing", Olympic marketing has begun. The Beijing Olympic Games is a grand economic banquet. The economic troika-aggregation effect, fission effect and radiation effect of the Olympic economy are appearing one by one. For Chinese enterprises, this is not only a century of marketing opportunities, but also a huge communication stage. However, how to combine Olympic elements with enterprise brands and how to do well in Olympic marketing is a concern for many enterprises. In this paper, the marketing strategy of the Olympic Games is divided into two categories, namely, the Olympic marketing strategy and the non-Olympic marketing strategy, and the two strategies are analyzed in detail. This paper also puts forward some problems that should be paid attention to in the concrete operation of enterprises, and tries to provide some reference value for Chinese enterprises when they choose to use the relevant strategies to promote brand value by Olympic Games. The structure of this paper is divided into five parts: The first chapter introduces the background and significance of this paper, and points out the research methods, innovations and difficulties of this paper. Finally, this paper gives the definition of terms. The second chapter elaborates the theories of brand value and Olympic marketing in detail, which provides a theoretical basis for the research of this paper. The third chapter first analyzes the successful rise of Samsung's Olympic marketing, its Olympic strategy and its inspiration to Chinese enterprises, which shows the importance of Olympic marketing to the promotion of brand value. Then, the development of Lenovo is introduced, and the Olympic history of Samsung and Lenovo and the strategy of Beijing Olympic Games are compared and analyzed in detail. On this basis, the advantages and disadvantages of Lenovo to promote brand value by Olympic Games are analyzed by using SWOT analysis method. And the opportunities and threats they face. The second part of the third chapter paves the way. In the second part, the paper analyzes the reasons for the failure of Olympic marketing, and then analyzes the choice and application of Olympic marketing strategies of Olympic sponsors. And the Olympic sponsors of the Olympic marketing benefits and risks are analyzed in detail. The fourth chapter analyzes the Olympic marketing strategy of non-Olympic sponsors. This paper first introduces the theory of non-Olympic marketing, then, taking Snow Beer as an example, introduces non-Olympic marketing and analyzes the choice and application of non-Olympic marketing strategies of non-Olympic sponsors. And the issue of intellectual property rights that non-Olympic sponsors face in marketing. Finally, this paper compares the Olympic marketing strategies of Olympic sponsors with those of non-Olympic sponsors and analyzes them by SWOT. Chapter five summarizes this paper.
【学位授予单位】：天津师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2

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