品牌推广在体育文化中的实施策略分析
发布时间：2018-07-13 15:34
【摘要】： 2008年北京奥运会,是中国的盛会,是世界的盛会,更是体育与广告的约会。本文以《品牌推广在体育文化中的实施策略分析》为题,以品牌推广为出发点,着重分析其在体育文化中的实施策略。本文运用分析的研究方法,对品牌推广实施策略中广告手段的运用,营销手段的运用等逐一分析,本文的创新点在于品牌推广手段在各类媒体运用中的探索,提出品牌推广的非常之道,着重分析新媒体运用策略的实施,对中国当代企业的品牌升位带来有益启示。 品牌是什么?“什么是什么”的问题,是一个形而上的问题,无法用明确的词语来表达。然而本文的出发点正是试图要解释,什么是品牌。在当今的经济运作中,“品牌”是一个核心词汇,研究者也不乏其人,但是以往的研究都侧重愁于中国没有自己的品牌,探索中国品牌国际化之路,纷纷出谋划策。本文的观点是,当代中国人,中国企业家,都很有“品牌意识”,尤其是经过2008年北京奥运会,国办奥运,全民奥运,中国人,中国企业参与程度之高是前所未有的。中国借此次奥运之机,将自己的国家品牌也很好的推广给了全世界。2008年8月8日,全球40亿人通过电视观看了北京奥运会的开幕式。国外媒体纷纷对开幕式给予积极评价,称这是“艺术之美的杰作”,“中华文化的缩影”。有分析人士认为,奥运开幕式是中国做的最大的,最好的广告。
[Abstract]:Beijing 2008 Olympic Games is a grand event of China, a grand event of the world, but also a dating between sports and advertising. In this paper, the implementation strategy of brand promotion in sports culture is taken as the title and brand promotion as the starting point, and the implementation strategy in sports culture is emphatically analyzed. This article uses the analytical research method, to the brand promotion implementation strategy in the advertisement means use, the marketing means use and so on one by one analysis, this article innovation point lies in the brand promotion means in each kind of media application exploration, This paper puts forward the very way of brand promotion, and analyzes the implementation of new media application strategy, which will bring beneficial enlightenment to the brand promotion of Chinese contemporary enterprises. What's the brand? The question of what is a metaphysical problem that cannot be expressed in explicit terms. However, the starting point of this article is to try to explain what is brand. In today's economic operation, "brand" is a core word, and researchers are not without people, but previous studies have focused on China's lack of its own brand, explore the road to the internationalization of Chinese brands, one after another to give advice. The viewpoint of this paper is that the contemporary Chinese and Chinese entrepreneurs all have "brand consciousness", especially after the 2008 Beijing Olympic Games, the state-owned Olympic Games, the national Olympic Games, the Chinese people, and the Chinese enterprises' participation in the Olympic Games is unprecedented. China took advantage of the Olympics to spread its national brand to the world. On Aug. 8, 2008, 4 billion people watched the opening ceremony of the Beijing Olympics on television. Foreign media have made positive comments on the opening ceremony, calling it a masterpiece of artistic beauty and a microcosm of Chinese culture. Some analysts believe that the Olympic opening ceremony is the largest and best advertising in China.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;G80-05
本文编号：2119902
[Abstract]:Beijing 2008 Olympic Games is a grand event of China, a grand event of the world, but also a dating between sports and advertising. In this paper, the implementation strategy of brand promotion in sports culture is taken as the title and brand promotion as the starting point, and the implementation strategy in sports culture is emphatically analyzed. This article uses the analytical research method, to the brand promotion implementation strategy in the advertisement means use, the marketing means use and so on one by one analysis, this article innovation point lies in the brand promotion means in each kind of media application exploration, This paper puts forward the very way of brand promotion, and analyzes the implementation of new media application strategy, which will bring beneficial enlightenment to the brand promotion of Chinese contemporary enterprises. What's the brand? The question of what is a metaphysical problem that cannot be expressed in explicit terms. However, the starting point of this article is to try to explain what is brand. In today's economic operation, "brand" is a core word, and researchers are not without people, but previous studies have focused on China's lack of its own brand, explore the road to the internationalization of Chinese brands, one after another to give advice. The viewpoint of this paper is that the contemporary Chinese and Chinese entrepreneurs all have "brand consciousness", especially after the 2008 Beijing Olympic Games, the state-owned Olympic Games, the national Olympic Games, the Chinese people, and the Chinese enterprises' participation in the Olympic Games is unprecedented. China took advantage of the Olympics to spread its national brand to the world. On Aug. 8, 2008, 4 billion people watched the opening ceremony of the Beijing Olympics on television. Foreign media have made positive comments on the opening ceremony, calling it a masterpiece of artistic beauty and a microcosm of Chinese culture. Some analysts believe that the Olympic opening ceremony is the largest and best advertising in China.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;G80-05
【引证文献】
相关硕士学位论文 前1条
1 潘苏;北京奥运会期间的电视体育广告内容形式与策略分析[D];上海体育学院;2010年
，本文编号：2119902
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