奥运语境下企业品牌传播研究

发布时间：2018-07-21 15:46

【摘要】：奥运会作为全球性的体育盛事,拥有不可比拟的注意力资源。因此,四年一届的奥运会不仅是各国运动员实现国家荣誉和个人理想的竞技场,也是企业品牌全球化展示的大舞台。2008年的北京奥运会,使世界的目光聚焦中国,这无疑为我国企业提供了千载难逢的发展机遇。如今,奥运已经落下帷幕,回顾和总结奥运语境下品牌传播的得与失,对国产品牌进一步登上世界舞台提供了极强的指导意义。企业在奥运语境下进行的品牌传播,不同于一般的品牌传播活动。奥林匹克品牌在世界范围内拥有极高的知名度、美誉度、忠诚度,品牌资产巨大;同时,由顾拜旦倡导的奥林匹克主义,在现代奥运会的百年发展中,已被全世界人民所认可,成为奥林匹克品牌的文化精髓。从奥运会的传播特性来看,作为世界顶级的综合性体育比赛,奥运会早已不仅仅是竞技项目的集合,而成为了无国界、影响力巨大的传播媒介。因此,企业品牌的奥运传播表现出对于奥林匹克品牌的强烈依附性特征。根据传播理论的5W模式,企业品牌奥运传播的过程为:“企业(奥运关联性企业和非奥运关联性企业)”通过运用“广告、公关、新闻”等大众传播手段,将“与奥运相关的品牌信息”传达给“关注奥运的公众”。本文对该传播过程中的要素进行了逐一分析,据此对企业品牌奥运传播的策略进行了探讨:首先,企业应从发展战略、品牌内涵及产品类别、经济实力三个角度来考量是否赞助奥运会;其次,应准确找到企业品牌与奥运品牌的融合点,并贯穿于整个传播活动中;第三,制定整合营销传播计划,保证传播活动的顺利进行。在此基础上,总结了北京奥运会期间,中国企业在品牌传播中的误区;并以三家体育用品品牌阿迪达斯、耐克、李宁在奥运期间的传播活动为例,进行了案例分析。
[Abstract]:As a global sports event, the Olympic Games has unparalleled attention resources. Therefore, the quadrennial Olympic Games are not only the arena for athletes from all over the world to realize their national honor and personal ideals, but also the big stage for the globalization of enterprise brands. The 2008 Beijing Olympic Games made the world's eyes focus on China. This undoubtedly for our enterprises to provide a rare opportunity for development. Now, the Olympic Games have come to an end, reviewing and summing up the gains and losses of brand communication in the context of the Olympic Games, which provides a strong guiding significance for domestic brands to step on the world stage. Brand communication in the context of the Olympic Games is different from the general brand communication activities. The Olympic brand has a very high reputation, loyalty and huge brand assets in the world. At the same time, the Olympism advocated by Coubertin has been recognized by the people all over the world in the century-long development of the modern Olympic Games. Become the cultural essence of Olympic brand. From the perspective of the characteristics of the Olympic Games, as the world's top comprehensive sports competition, the Olympic Games has become not only a collection of competitive events, but also a medium without national boundaries and great influence. Therefore, the Olympic communication of enterprise brand shows strong dependence on Olympic brand. According to the 5W model of communication theory, the process of enterprise brand Olympic brand communication is: "enterprise (Olympic Games related enterprise and non-Olympic related enterprise)" through the use of "advertising, public relations, news" and other means of mass communication. "Olympic brand information" will be conveyed to the "public concerned about the Olympic Games." Based on the analysis of the elements in the communication process, this paper discusses the strategies of the Olympic brand communication: firstly, the enterprise should develop strategy, brand connotation and product category. We should consider whether to sponsor the Olympic Games from three angles of economic strength; secondly, we should find the integration point of enterprise brand and Olympic brand accurately, and run through the whole communication activity; third, we should make the integrated marketing communication plan. Ensure the smooth running of communication activities. On this basis, this paper summarizes the misunderstandings of Chinese enterprises in brand communication during the Beijing Olympic Games, and takes three sports goods brands Adidas, Nike and Li Ning for example.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G80-05

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