北京2008奥运营销研究

论文摘要

北京2008年奥运会不仅是一场万众瞩目的体育盛会,同时也是企业营销的良机。对于中国许多新品牌及重要企业而言,奥运会将提供一个独一无二的向世界展示的国际舞台;对于全球一些重要企业而言,奥运会将为它们打开世界上最重要的市场。北京2008年奥运会包括5个等级的赞助商,其中国际奥委会TOP合作伙伴12家、北京2008合作伙伴11家、北京2008赞助商10家、北京2008独家供应商15家、北京2008供应商17家。中国企业都积极参与奥运营销,期待着自己的世界级品牌从奥运平台上诞生。但是对于大部分中国企业而言,奥运营销还处于探索阶段。许多企业花费巨资赞助奥运,却缺乏系统的营销战略,而且营销过程中也存在不少问题。本文对奥运营销作了探析,主要是针对那些已经获取2008年北京奥运会赞助商资格的企业。对其营销现状进行分析,找出问题,用整合营销的理论来指导如何更好的进行奥运营销。奥运会的宣传时期一般可以分为奥运前、奥运中与奥运后三个时期。奥运前期和奥运中期的营销前人有所研究,本文亮点在于提出了如何做好后奥运营销,这是大部分企业所忽略的。企业应该延长奥运营销的周期,做好后奥运营销,更好地提升企业的品牌价值,真正从巨额的投资费中取得回报。本文共分为四个部分。第一部分概述了奥运营销计划和奥运赞助。第二部分介绍了前几届的奥运营销,分析了成功的典范和失败的例子。第三部分主要分析了中国的奥运营销以及现存的问题。第四部分,也是最重要的一部分,集中探讨了企业如何做好奥运营销。在介绍了整合营销理论及整合营销与奥运的切合点之后,作者针对奥运前、中、后三个时期提出了具体的营销措施。文章的结论部分强调应该将奥运营销看作一个整体,并用整合营销理论进行指导。随着奥运会的临近,企业应该积极准备奥运中期和奥运后期的营销。

论文目录

• Acknowledgements
• 摘要
• Abstract
• Introduction
• Chapter One An Overview of Olympic Marketing
• 1.1 The Concept of Olympic Marketing
• 1.2 The Olympic Marketing Programs
• 1.2.1 Television Broadcasting
• 1.2.2 Licensing
• 1.2.3 Ticketing
• 1.2.4 Sponsorship Programs
• 1.2.5 Other Programs
• 1.3 The Olympic Sponsorship
• 1.3.1 The History of Olympic Sponsorship
• 1.3.2 The Tiers of Olympic Sponsorship
• 1.3.2.1 Worldwide Sponsorship
• 1.3.2.2 OCOG Sponsorship
• 1.3.2.3 National Sponsorship
• 1.3.3 The Obligations and Rights of Olympic Sponsorship
• 1.3.4 Sponsorship and Brand
• 1.4 The Significance of Olympic Marketing
• Chapter Two The Previous Olympic Marketing
• 2.1 The Latest Three Olympic Sponsorship
• 2.1.1 Atlanta Olympic Sponsorship
• 2.1.2 Sydney Olympic Sponsorship
• 2.1.3 Athens Olympic Sponsorship
• 2.2 Performance Research
• 2.2.1 Atlanta Olympics
• 2.2.2 Sydney Olympics
• 2.2.3 Athens Olympics
• 2.3 Successful Cases
• 2.3.1 Coca-Cola
• 2.3.1.1 The Specific Sponsorship Objectives
• 2.3.1.2 Amsterdam 1928
• 2.3.1.3 Los Angeles 1932
• 2.3.1.4 Atlanta 1996
• 2.3.1.5 Sydney 2000
• 2.3.1.6 Athens 2004
• 2.3.2 Samsung
• 2.3.2.1 Samsung's Olympic Marketing Activities
• 2.3.2.2 Benefits from the Sponsorship
• 2.4 Failed Cases
• 2.4.1 United Parcel Service （UPS）
• 2.4.2 Xerox
• Chapter Three The Olympic Marketing in China
• 3.1 The Commencement of the Olympic Marketing in China
• 3.1.1 Jianlibao
• 3.1.2 Seagull Watch
• 3.2 The Preliminary Development of the Olympic Marketing in China
• 3.2.1 In the Early 1990s
• 3.2.2 The Sydney 2000 Olympics
• 3.3 The Further Development of the Olympic Marketing in China
• 3.4 The Beijing 2008 Olympic Marketing
• 3.4.1 Beijing 2008 Olympic Games Sponsorship Program
• 3.4.1.1 Sponsorship Tiers
• 3.4.1.2 Sponsors of the Beijing 2008 Olympic Games
• 3.4.1.3 Rights and Benefits
• 3.4.2 The Modes of Olympic Marketing
• 3.4.2.1 Official Olympic Marketing
• 3.4.2.2 Ambush Olympic Marketing
• 3.4.2.3 Joint Olympic Marketing
• 3.4.3 The 2006 Annual Report of the Olympic Marketing
• 3.4.3.1 Introduction
• 3.4.3.2 The Result
• 3.5 The Main Problems of Beijing 2008 Olympic Marketing
• 3.5.1 The Ipsos Survey
• 3.5.1.1 Sponsorship Performance Indexes
• 3.5.1.2 Survey Results
• 3.5.2 The Specific Problems
• 3.5.2.1 Lack of Marketing
• 3.5.2.2 Lack of Overall Strategy and Systematic Program
• 3.5.2.3 Insufficient Marketing Budgets
• 3.5.2.4 Mismatched Product Positioning and Marketing with the Olympics
• 3.5.2.5 One-Track and Uninspired Marketing
• 3.5.2.6 Wrong Recognition
• 3.5.2.7 Ignoring Societal Interaction
• 3.5.2.8 Half Marketing, Half Quality
• Chapter Four Integrated Marketing Communication Strategy
• 4.1 Integrated Marketing Communications （IMC）
• 4.1.1 The Concept of Integrated Marketing Communications
• 4.1.2 Goal of Integrated Marketing Communications
• 4.1.3 Features of IMC
• 4.1.4 Steps in Developing Effective Marketing Communications
• 4.2 The Integrated Marketing Communications and the Olympic Marketing
• 4.3 Specific Measures
• 4.3.1 The Pre-Olympic Period
• 4.3.1.1 Olympic Sponsorship is a Marathon, not a Sprint
• 4.3.1.2 Form a Marketing Group
• 4.3.1.3 Clarify a Marketing Objective
• 4.3.1.4 Set a Marketing Theme in Line with the Olympic Theme
• 4.3.1.5 Develop Olympic-themed Products
• 4.3.1.6 Integrate Different Communications Tools
• 4.3.1.7 Promote the Sponsorship at Multiple Points of Contact
• 4.3.1.8 Unify the Image and the Slogan
• 4.3.1.9 Launch Marketing on a Large Scale
• 4.3.1.10 Be Innovative
• 4.3.2 The Mid-Olympic Period
• 4.3.2.1 Make Olympic-themed Advertisement
• 4.3.2.2 Bid for the Broadcast of Olympic Programs in CCTV
• 4.3.2.3 Sponsor One of the Chinese Teams
• 4.3.2.4 Sign up Olympic Champions as Image Spokesmen
• 4.3.2.5 Design New Packages with the Image of a Champion
• 4.3.2.6 Launch Olympic-themed Activities
• 4.3.2.7 Pay Great Attention to Competitors
• 4.3.3 The Post-Olympic Period
• 4.3.3.1 Celebrate the Olympic Champions
• 4.3.3.2 Sponsor TV Serial about the Olympics and Olympic Champions.
• 4.3.3.3 Invite Some Champions to Do a Report Tour
• 4.3.3.4 Sign up a Sportsman as Spokesman
• 4.3.3.5 Organize Olympic-themed Commemorative Activities
• 4.3.3.6 Launch Nationwide Body-building Campaign
• 4.3.3.7 Do Some Public Welfare Undertakings
• 4.3.3.8 Pay More Attention to the Quality of the Product
• 4.3.3.9 Bring the Olympic Values and Life Everyday
• 4.3.3.10 Go Global
• Conclusion
• Bibliography
• 指导教师评语