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2008北京奥运会不仅是全球性的体育盛事,也是品牌与媒体的国际性舞台。在2008年前后的奥运营销中,借助媒体传播企业品牌形象,是营销过程中必不可少的环节。媒体将借奥运之势强化其在广告传播市场中的话语权。在这一高端舞台上,媒体的强势地位借助奥运的放大效应,在奥运前后将得到进一步的巩固。这种巩固来自于企业对媒体投放的持续热情,也来源于媒体互动营销所迸发出的巨大能量和聚合效应。
The 2008 Beijing Olympic Games is not only a global sports event, but also an international stage for brands and media. In the Olympic marketing around 2008, using the media to spread the corporate brand image is an indispensable link in the marketing process. The media will use the Olympic Games to strengthen its voice in the advertising media market. In this high-end stage, the media’s strong position will be further consolidated before and after the Olympics with the aid of the magnificent Olympic Games. This consolidation comes from the continuous enthusiasm of enterprises to media release, but also from the media, the enormous impact of the Internet marketing and polymerization effect.