【作者】 韩冰；

【导师】 杨海军； 李建设；

【作者基本信息】 河南大学 ， 新闻学， 2008， 硕士

【摘要】 相较于世界其他国家,我国的奥运营销历程十分短暂,关于奥运经济的理论研究和实践探索都相对滞后,对于奥林匹克品牌开展的营销活动还处于摸索阶段。北京奥组委需要利用奥林匹克品牌为北京奥运会筹集到举办奥运会所需要的各种资金,进一步提高我国的综合国家形象,让中国的整体经济水平有所提高还要让众多正处于成长期的本土企业走向世界,并且进一步推进我国的体育事业。我国奥运营销策略分为国家形象策略、品牌升级策略、非奥运营销策略和体育明星广告发展策略四种。其中国家形象策略要求通过北京奥运会主动传播我国国家形象,减少西方传媒的误读。要加强中国文化精髓的传播,就需要通过整合各种传播手段来实现。我国的本土企业要以奥运理念为核心开展营销,扩大公众对企业宣传的接受度。还要与奥运精神相融合发挥产品优势,要善于发现营销时机,保持营销活动的长期性。还需要充分利用社会新闻,进行公益赞助,提高品牌美誉度。非奥运赞助企业要实现与消费者的情感联系,满足消费者的产品体验心理,还要注重整合奥运会的多种传播载体和媒体组合。企业使用体育明星广告发展策略来进行奥运营销必须要健全体育明星广告代言的相关法规和明星经纪人制度,并且要将体育明星良好的社会形象与广告的艺术性相结合,还要正确对待体育明星代言存在风险性,加强判断力。在奥运营销活动中,营销活动的载体是奥林匹克文化和标识等资源,营销目的是为了获得有形和无形的收益,而获利的主体则是国际奥委会等奥林匹克组织。但是在奥运营销的过程中,获得收益的还应该包括奥运会主办国和奥运会赞助企业。奥运营销对于奥林匹克组织、对于主办国家和地区以及赞助企业都具有强大的促进作用。国际奥运营销的成功在于:始终坚持奥林匹克精神、奥运精神与商业的完美结合,有高水平的专业体育营销机构。我国的奥运营销面临着很多的问题:奥运商业化越来越严重,中国奥委会的赞助计划受到较大的限制,奥运结束后极大的繁荣突然停滞,奥运会的运动成绩会影响到体育产业市场等,这些问题可以通过编织全球化的奥运营销系统网络和奥运营销应与其他营销活动相结合的策略来解决。更多还原

【Abstract】 Compares to other countries, China’s Olympic marketing course is very short, the study of Olympic economy is relatively stagnant, and the systematic study of the Olympic brand has just started. Beijing Olympic Organizing Committee needs to use the Olympics brand to collects enough fund,and to enhances our country’s comprehensive national image,improve China’s whole economic level.Whether it can help the enterprises who are being in the growth period move toward the world. Our country’s Olympic marketing activity mainly has four kind of strategies, they are the national image strategy, the brand promotion strategy, the non-Olympic Games marketing strategy and the sports star advertisement development strategy. And the national image strategy involves to disseminates China’s country image initiatively, reduces the western media’s misunderstanding; Strengthens propagandizes the Chinese culture essence and integration of the various means of communication. China’s local enterprises should take the Olympic concept as the marketing core and display product‘s superiority and maintains the marketing activity long . Non-Olympic supported enterprises need to realize consumer’s emotion contacting and satisfy consumer’s experience psychology. Enterprises can also use the sports star advertisement development strategy to carry on the Olympic marketing.In the Olympic marketing activities, the Olympic logo and other resources are the media of marketing activities, the target of marketing is tangible and intangible benefits. The main body of profit is the International Olympic Committee and other Olympic organizations, and include the Olympic host country and the Olympic Games sponsored enterprises.Olympic marketing has three functions: The promotion to the Olympic Committee’s development ,the promotion to the host countries and regions, the promotion to enterprises.The international Olympic Games marketing’s success lies in always uphold the Olympic spirit and Olympic spirit with the perfect combination of business,and the help of high level specialized sports marketing organizations.Our country’s Olympic Games marketing exists many challenges: The commercialization is getting more and more serious; The national Olympic committee’s support plan was limited; Enormous prosperous stagnated after Olympic Games ended; Olympic Games’ competition results will affect the sports industry market.We should also pay attention to the knitting of global Olympic Games marketing system network and the combination the Olympic marketing with other marketing type.更多还原