民族品牌奥运整合营销传播研究

发布时间：2018-12-07 07:05

【摘要】： 品牌代表企业产品的品质、地位、价值和信誉。在产品日益同质化的市场环境中,品牌已成为影响消费行为的重要因素,拥有知名品牌是企业在激烈竞争中的有效利器。中国企业的品牌价值总体不高,品牌形象有待提升。而奥运会恰恰是企业品牌传播、品牌国际化最有效的平台,它是一个参与人数最多、关注人数最多的全球性社会活动,它成为品牌整合营销传播的一个最有效的媒介。奥运赞助作为奥运整合营销中,最直接最特殊的营销手段,对品牌利用奥运进行整合营销传播具有十分重要的意义。而广告作为体育营销最主要最常见的营销手段,对奥运整合营销效果突出。赞助和广告作为营销手段,离不开公共关系创造的良好社会环境。本文以2008年北京奥运会为例,从赞助、广告、公共关系三个方面来进行分析,以期为民族品牌利用奥运等体育事件,进行整合营销传播提供参考,同时也提出了应该注意的问题。
[Abstract]:Brand represents the quality, status, value and credibility of the product. In the increasingly homogeneous market environment, brand has become an important factor affecting consumer behavior. Owning well-known brands is an effective weapon in the fierce competition. The brand value of Chinese enterprises is not high, brand image needs to be improved. The Olympic Games is the most effective platform for enterprise brand communication and brand internationalization. It is a global social activity with the largest number of participants and most attention. It becomes the most effective medium of brand integrated marketing communication. Olympic sponsorship, as the most direct and special marketing means in Olympic integrated marketing, is of great significance for brand to make use of Olympic Games to carry out integrated marketing communication. As the main and most common marketing means of sports marketing, advertising has outstanding effect on Olympic integrated marketing. Sponsorship and advertising as marketing means can not be separated from the good social environment created by public relations. This article takes the 2008 Beijing Olympic Games as an example, from the sponsorship, the advertisement, the public relations three aspects carries on the analysis, in order to provide the reference for the national brand to use the Olympic Games and other sports events, carries on the conformity marketing dissemination, At the same time, it also puts forward some problems that should be paid attention to.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F274

【相似文献】