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当奥运结缘网络,奥运赞助商利用奥运品牌宣传自己的同时,也最大化地开拓了网络营销的广告传播手段,以力争在2008奥运品牌营销的饕餮盛宴中力压群芳。本文旨在通过对奥运品牌的网络营销方式,分析新媒体时代网络广告传播的特点,探究网络时代广告传播模式的变革,进一步探究如何运用新媒体进行奥运营销的发展问题。
When the Olympic Games get close to the network, the Olympic sponsors use the Olympic brand to promote themselves, meanwhile, they have also opened up the means of advertising and marketing of network marketing to the maximum to strive to exert pressure on Qunfang in the gluttonous feast of 2008 Olympic brand marketing. The purpose of this paper is to analyze the characteristics of online advertising communication in the new media era by exploring the ways of online marketing of Olympic brands, exploring the changes of advertising communication mode in the Internet era, and further exploring how to use new media to develop the Olympic marketing.