摘要
奥运赞助对企业而言有着重大的战略意义,它能为企业带来巨大的经济效益。在此背景下,我国企业纷纷通过加入奥运赞助计划进入奥运市场平台。在奥运市场平台上,赞助企业必须灵活运用营销的策略和技巧,学会驾驭大型赛事的影响过程,把握奥运营销的特性,更好地实现企业赞助奥运的目标。
Many Chinese companies now recognize the strategic role of sponsorship and the great potential for creating economic value from a longer - term relationship. Therefore, an increasing number of companies seek to enter the Olympic market platform through sponsorship. Through analyzing the characteristics of the Olympic Marketing and development of Chinese sponsors, this paper brings forward some strategies to Chinese companies which are going to join the Olympic market competition.
出处
《商业研究》
CSSCI
北大核心
2009年第1期148-151,共4页
Commercial Research
基金
国家自然科学基金重点项目
项目编号:70639002
关键词
奥运市场
我国企业
对策
Olympic market
Chinese companies
strategies
