耐克品牌北京奥运会广告传播研究

发布时间：2018-06-01 07:47

本文选题：耐克 + 北京奥运会　；参考：《成都体育学院》2013年硕士论文

【摘要】：众所周知，每四年一届的奥运会对于世界各大体育品牌公司而言，就是一场豪门盛宴，，可以说，谁的品牌赢得更高的关注度，谁将占据直到下一届奥运会举办期间的体育用品市场。2008年，奥运圣火第一次来到中国，这个拥有世界第一人口的大国，由此带来的巨大市场购买力，对于任何一家体育品牌公司都充满了诱惑，北京奥运会正是为他们提供了通过广告传播开拓中国市场的新契机。虽然耐克不是奥运会官方赞助商，但是作为较早来到中国的国际体育品牌，当然不会轻易放过这次机会。耐克公司最大的竞争对手阿迪达斯公司作为官方赞助商，推出了戛纳广告节的获奖作品“一起2008，没有不可能”，主要围绕这一主题进行广告传播。而耐克公司为北京奥运会策划了一场独具匠心的广告运动，“放胆做”、“练到赢”、“我是谁”、“比赛第一”四个阶段逐步递进，像一部制作精良的电视连续剧，一环紧扣一环，牢牢抓住受众的视线，即使面对代言人刘翔退赛的危机事件，也能迅速调整，对整体的广告传播活动没有产生任何影响，最后用“回到起跑线”一则广告，既总结了本届奥运会的广告传播活动，也可作为下一届在伦敦举办的奥运会广告传播活动的开端。通过对比不难看出，虽然阿迪达斯公司的广告是大手笔制作，艺术价值颇高，但耐克公司的广告传播活动层层递进，内容丰富多彩，更让受众印象深刻。综上，本选题从耐克公司在北京奥运会期间广告的传播策略出发，通过检视其在国内主流体育专业报纸《体坛周报》和主流电视媒体上投放的广告进行分析，以及与竞争对手阿迪达斯公司之间广告传播的对比研究，对我国的体育品牌如何借助大型体育赛事进行广告传播和品牌国际化传播提出一些探讨。
[Abstract]:As we all know, the Olympic Games every four years is a feast for the major sports brand companies in the world. It can be said that whose brand has won a higher degree of attention. Who will occupy the sporting goods market until the next Olympic Games. In 2008, the Olympic flame first came to China, the country with the largest population in the world, and the resulting huge market purchasing power. For any sports brand company, the Beijing Olympics offer them a new opportunity to open up the Chinese market through advertising, although Nike is not an official sponsor of the Games. But as the international sports brand that came to China earlier, certainly won't pass this opportunity easily. Nike's biggest rival, Adidas, as an official sponsor, launched the award-winning Cannes Advertising Festival, "together 2008, not impossible," focusing on the subject. And Nike has planned a unique advertising campaign for the Beijing Olympic Games, "bravely doing," practicing to win, "who am I," and "the first of the four stages of the competition," like a well-produced television series. One link, and one link, firmly catch the attention of the audience. Even in the face of the crisis of spokesperson Liu Xiang's withdrawal from the race, it can also be adjusted quickly, without any impact on the overall advertising dissemination activities. Finally, an advertisement is used to "get back to the starting line." It summarizes the advertising activities of the Olympic Games, and it can also be used as the beginning of the next Olympic advertising campaign in London. It is not difficult to see from the comparison that although the advertising of Adidas is produced in a big way and the artistic value is quite high, Nike's advertising dissemination activities are progressive, rich and colorful, and even more impressive to the audience. Starting from the advertising strategy of Nike during the Beijing Olympic Games, this paper analyzes the advertisements placed by Nike in the mainstream sports professional newspaper, Sports Weekly, and the mainstream television media. As well as the comparative study of advertising communication between rival Adidas Company, this paper puts forward some discussions on how Chinese sports brands carry out advertising communication and brand international communication with the help of large-scale sports events.
【学位授予单位】：成都体育学院
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G80-05;F713.8

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