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奥运“隐性营销”是奥运经济中值得关注的现象,结合北京奥运会对“隐性营销”的应对策略,对奥运“隐性营销”的含义进行辨析,对其价值取向、实质及致因进行分析。对非奥运赞助企业的“隐性营销”提出建议,认为“隐性营销”未必是非赞助企业最好的选择,应慎重使用,非赞助企业同样可以合理利用奥运资源,也可以尝试“非奥运营销”。奥运会结束后的一段时期,仍需防范“隐性营销”。
The Olympic Games “recessive marketing” is a phenomenon worth noting in the Olympic economy. Combining with the Beijing Olympic Games’ strategy of “recessive marketing”, the author analyzes the meaning of the Olympic Games “recessive marketing” and analyzes its value orientation In essence and due to be analyzed. Suggestions on “hidden marketing” of non-Olympic-sponsored enterprises suggest that “hidden marketing” may not be the best choice for non-sponsored enterprises and should be used with caution. Non-sponsored enterprises can also make rational use of Olympic resources as well as try “Non-Olympic Marketing ”. Some time after the Olympic Games, still need to guard against “hidden marketing ”.