李宁品牌北京奥运埋伏营销研究
发布时间：2018-08-13 11:42
【摘要】： 现代奥林匹克运动会以其巨大影响力为全球企业带来无数商机。企业参与奥运会、利用奥运进行营销效果显著,尤其是奥运官方赞助商更是获得特别的营销机会。由于国际奥委会对奥林匹克全球合作伙伴的要求非常严苛,一般的企业无法成为奥运会赞助商,只能以奥运非赞助商身份进行与奥运有关的营销活动。2008年第29届北京奥运会期间,李宁公司就以奥运非官方赞助商的身份利用奥运进行了令人瞩目的营销活动,提供了一个很好的研究案例。 本文使用文献研究法与案例分析法进行研究。作者首先比较系统地梳理了有关埋伏营销的研究文献,包括埋伏营销的概念、历史、策略、道德、法律以及消费者对埋伏营销的态度等研究成果。本文重点研究李宁品牌在2008年北京奥运会的埋伏营销活动与策略。本文首先陈述和分析李宁品牌在北京奥运会之前的体育营销概况。然后应用SWOT分析法揭示李宁品牌北京奥运埋伏营销面临的机遇、挑战及其优势与劣势。通过分析李宁品牌北京奥运会期间营销的环境因素和行业竞争者因素,揭示李宁品牌北京奥运埋伏营销面临的机遇与挑战;通过分析李宁品牌本身的资源揭示其优势与劣势。最后探讨李宁品牌北京奥运埋伏营销活动的策略,为国内其他企业未来实践埋伏营销提供了借鉴。
[Abstract]:With its great influence, the modern Olympic Games bring numerous business opportunities to enterprises around the world. Enterprises participate in the Olympic Games, using the Olympic Games to achieve significant marketing results, especially the Olympic official sponsors are given special marketing opportunities. Because of the strict requirements of the IOC on the Olympic global partners, ordinary companies cannot become sponsors of the Olympic Games. Only as a non-sponsor of the Olympic Games can Li Ning conduct Olympic-related marketing activities. During the 29th Beijing Olympic Games in 2008, Li Ning Company used the Olympic Games as a non-official sponsor to carry out remarkable marketing activities. A good case study is provided. This article uses the literature research method and the case analysis method to carry on the research. Firstly, the author systematically combs the research literature about ambush marketing, including the concept, history, strategy, morality, law and consumer's attitude towards ambush marketing. This paper focuses on the Li Ning brand in the 2008 Beijing Olympic Games ambush marketing activities and strategies. This paper first describes and analyzes the sports marketing situation of Li Ning brand before Beijing Olympic Games. Then SWOT analysis is applied to reveal the opportunities, challenges, strengths and weaknesses of Li Ning brand Beijing Olympic ambush marketing. By analyzing the environmental factors of the Li Ning brand during the Beijing Olympic Games and the competition factors of the industry, this paper reveals the opportunities and challenges faced by the Beijing Olympic ambush marketing of the Li Ning brand, and reveals its advantages and disadvantages by analyzing the resources of the Li Ning brand itself. Finally, the strategy of Beijing Olympic ambush marketing of Li Ning brand is discussed, which provides reference for other domestic enterprises to practice ambush marketing in the future.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274;F426.86
本文编号：2180879
[Abstract]:With its great influence, the modern Olympic Games bring numerous business opportunities to enterprises around the world. Enterprises participate in the Olympic Games, using the Olympic Games to achieve significant marketing results, especially the Olympic official sponsors are given special marketing opportunities. Because of the strict requirements of the IOC on the Olympic global partners, ordinary companies cannot become sponsors of the Olympic Games. Only as a non-sponsor of the Olympic Games can Li Ning conduct Olympic-related marketing activities. During the 29th Beijing Olympic Games in 2008, Li Ning Company used the Olympic Games as a non-official sponsor to carry out remarkable marketing activities. A good case study is provided. This article uses the literature research method and the case analysis method to carry on the research. Firstly, the author systematically combs the research literature about ambush marketing, including the concept, history, strategy, morality, law and consumer's attitude towards ambush marketing. This paper focuses on the Li Ning brand in the 2008 Beijing Olympic Games ambush marketing activities and strategies. This paper first describes and analyzes the sports marketing situation of Li Ning brand before Beijing Olympic Games. Then SWOT analysis is applied to reveal the opportunities, challenges, strengths and weaknesses of Li Ning brand Beijing Olympic ambush marketing. By analyzing the environmental factors of the Li Ning brand during the Beijing Olympic Games and the competition factors of the industry, this paper reveals the opportunities and challenges faced by the Beijing Olympic ambush marketing of the Li Ning brand, and reveals its advantages and disadvantages by analyzing the resources of the Li Ning brand itself. Finally, the strategy of Beijing Olympic ambush marketing of Li Ning brand is discussed, which provides reference for other domestic enterprises to practice ambush marketing in the future.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274;F426.86
【引证文献】
相关硕士学位论文 前2条
1 崔嵬;李宁公司赞助中国大学生足球联赛的营销价值研究[D];北京体育大学;2011年
2 郑广瑞;长株潭城市群健身娱乐业营销要素研究[D];湖南师范大学;2011年
，本文编号：2180879
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