摘要
运用文献资料、逻辑分析等方法对我国企业参与北京2008奥运会赞助情况进行了研究,研究结果:我国企业参与2008北京奥运会赞助十分踊跃,体现出了三个方面的特征:一是赞助层次高,全面参与了从组委会供应商到奥运会全球合作伙伴等各层次的奥运会赞助计划;二是赞助费用高,有些组委会合作伙伴的赞助费用甚至高于成为国际奥委会全球赞助商的价钱;三是参与企业多,参与奥运会赞助计划的企业目前已经超过了20家。本文还对我国企业奥运赞助营销中存在问题进行了分析,希望能为我国奥运赞助企业做好奥运营销工作服务。
Chinese enterprise participates in 2,008 Beijing Olympic Games sponsorship program extremely enthusiastically, manifests three aspects characteristics： First, sponsorship rank is high, and Chinese enterprise participates in various levels sponsorship program of Olympic Games; Second, sponsorship fee is high, the expense of some partner even is higher than the IOC TOP sponsor＇s price; Third, the quantity of participation enterprise is many, and the nttmber of enterprise participated in the Olympic Games sponsor plan have surpassed 20. This article analyses question existed in Chinese Olympic Games enterprise marketing promoticin, and hopes to service for Olympic Games sponsorship enterprise to complete the Olympic Games marketing work .
出处
《体育与科学》
CSSCI
北大核心
2007年第4期40-43,共4页
Sports & Science
关键词
企业
奥运会
赞助
Enterprise
The Olympics Games
Sponsorship
