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投放央视网广告的客户GE,一次购买获得了网络、手机、电视三大平台的整合回报。美国通用电气公司(以下简称GE)是第二十九届奥林匹克全球TOP合作伙伴,涉及赞助的产品和服务涵盖范围最广,而且是唯一一家B2B公司。作为其赞助的首届夏季奥运会,GE的北京奥运营销面临两大课题:一是一家B2B公司如何在奥运这个大众性平台上成功实现品牌推广;二是如何避免由于赞助产品及服务类别太多而导致的“品牌认知散化”效应。
CCTV advertising clients GE, once purchased access to the network, mobile phones, TV integration of the three major platform returns. General Electric Company of the United States (hereinafter referred to as GE) is the 29th Olympic Global TOP partner, covering the most extensive range of products and services related to sponsorship, and is the only one B2B company. As the first Summer Olympics sponsored by GE, GE’s Beijing Olympic Marketing faces two major issues: First, how a B2B company can successfully promote its brand on the mass platform of the Olympic Games; secondly, how to prevent it from being caused by too many sponsored products and service categories “Brand Cognitive Factorization ” effect.