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奥运会是一场人类庆典,是全球最具影响力、亲和力的盛事,也是汇聚全球目光、震撼人类情感、感悟人生意义的舞台。2008年北京奥运会承百年奥运之基业、汇东西方文化之精粹、展崛起中国之豪情、树和谐世界之新风,是全球企业冀望和追逐的营销平台。奥运营销是赛事营销、事件营销,但更确切地说,它是能触动人类心灵、激发人类情感、独具人文魅力的庆典营销。在刚刚闭幕的奥运会上,超过60家国内外赞助商在北京上演了一场体育营销的风云际会,这其中到底有什么样的成功案例以及整体上呈现怎样的营销特点?
The Olympic Games is a celebration of humanity. It is the most influential and affinity event in the world. It is also a stage that brings together global perspectives, shocks human emotions and senses the meaning of life. The 2008 Beijing Olympic Games takes the foundation of the Olympic Games of centuries and the essence of the Eastern and Western cultures. The rise of the pride of China and the fresh air of the harmonious world of trees are the marketing platforms that the global enterprises hope and pursue. Olympic marketing is the event marketing, event marketing, but more precisely, it is able to touch the human mind, stimulate human emotions, unique humanistic celebration of the marketing. At the just concluded Olympic Games, more than 60 domestic and foreign sponsors staged a fantastic event in sports marketing in Beijing. What kind of success stories do they have in the end and what are the overall marketing characteristics?