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冬奥会、世博会、世界杯、亚运会等世人瞩目的大事件轮番出阵,就像一出高潮迭起的舞台剧,将不断吸引媒体的注意和观众的眼球,这对任何有志于成长的商家来说,都是可以获取高速发展的良机。在外资企业不断涌入中国的今天,外资品牌凭借其强大的经济实力、成熟的营销手段,大有霸占主角之势,中国品牌或沦为配角,或只是看客。2008年的奥运营销依然历历在目,可口可乐、三星、耐克、阿迪达斯、肯德基等数十个外资品牌借势北京奥运攻城略地获取超值回报;而民族品牌则多是有心无力,仅有李宁、伊利等少数品牌借势不成,在花费巨额资金之余,业绩却是差强人意。
Olympic Games, the World Expo, the World Cup, the Asian Games and other world-renowned events turn up like a climax stage play, will continue to attract the attention of the media and the audience’s attention, which is interested in any business growth , Are all opportunities for rapid development. In the continuous influx of foreign-funded enterprises in China today, foreign brands by virtue of its strong economic strength, sophisticated marketing tools, a dominant role in the trend, the Chinese brand or reduced to a supporting role, or just a spectator. 2008 Olympic marketing is still vivid, dozens of foreign brands such as Coca-Cola, Samsung, Nike, Adidas, KFC and other places to take advantage of Beijing Olympic Games to gain a mere profit return; and national brands are more powerless, only Li Ning, Yili, etc. A handful of brands can not take the occasion to take advantage of it. While spending huge amounts of money, their performance is far from satisfactory.