本文選題：奧運(yùn)營(yíng)銷 + 品牌價(jià)值��； 參考：《華中科技大學(xué)》2008年碩士論文

【摘要】： 奧運(yùn)營(yíng)銷的核心是實(shí)現(xiàn)傳播價(jià)值、精神價(jià)值、消費(fèi)價(jià)值和品牌價(jià)值等價(jià)值的最大化。2008年北京奧運(yùn)會(huì)為中國(guó)企業(yè)品牌構(gòu)建提供了良好的營(yíng)銷平臺(tái)。如何緊緊抓住奧運(yùn)機(jī)遇進(jìn)行品牌營(yíng)銷,有效增強(qiáng)中國(guó)國(guó)家和企業(yè)的國(guó)際競(jìng)爭(zhēng)力,將奧運(yùn)帶來(lái)的有利影響最大化,這是擺在中國(guó)企業(yè)面前的一個(gè)重要問(wèn)題。 本文基于奧運(yùn)營(yíng)銷對(duì)品牌構(gòu)建的強(qiáng)大助推作用,分析了國(guó)內(nèi)企業(yè)如何借助奧運(yùn)契機(jī)實(shí)施品牌營(yíng)銷的策略。文章綜合運(yùn)用企業(yè)管理、營(yíng)銷管理、事件營(yíng)銷、關(guān)系營(yíng)銷、整合營(yíng)銷、項(xiàng)目管理等理論和實(shí)踐知識(shí),對(duì)奧運(yùn)會(huì)部分國(guó)內(nèi)贊助商的品牌營(yíng)銷策略進(jìn)行了分析,指出了國(guó)內(nèi)企業(yè)在品牌營(yíng)銷策略及實(shí)施過(guò)程中的不足,并針對(duì)后奧運(yùn)營(yíng)銷提出了思考。文章認(rèn)為整合營(yíng)銷是成就企業(yè)品牌的重要的策略。企業(yè)在奧運(yùn)營(yíng)銷活動(dòng)中,應(yīng)貫徹整合營(yíng)銷傳播的理念,把奧運(yùn)營(yíng)銷傳播置于公司整合營(yíng)銷傳播的主干線上。以?shī)W運(yùn)為平臺(tái)、以消費(fèi)者為核心,重組企業(yè)的各種行為和市場(chǎng)行為,綜合協(xié)調(diào)地使用各種形式的傳播方式,以統(tǒng)一的目標(biāo)和統(tǒng)一的傳播形象、傳播一致的產(chǎn)品信息和品牌信息,實(shí)現(xiàn)與消費(fèi)者的雙向溝通,樹(shù)立產(chǎn)品和品牌在消費(fèi)者心目中的地位,更有效地達(dá)到品牌傳播和提升品牌價(jià)值目的。 結(jié)合整合營(yíng)銷的核心思想,文章提出了整合營(yíng)銷的產(chǎn)品優(yōu)勢(shì)策略、長(zhǎng)效性策略、快速反應(yīng)策略、創(chuàng)意廣告策略、社會(huì)新聞策略、公益贊助策略,以充分整合奧運(yùn)營(yíng)銷的員工軸、顧客軸、競(jìng)爭(zhēng)軸、合作軸、公眾軸等五大體系軸,全面提升企業(yè)和產(chǎn)品的品牌價(jià)值。
[Abstract]:The core of Olympic marketing is to maximize the value of communication, spiritual value, consumption value and brand value, etc. The 2008 Beijing Olympic Games provides a good marketing platform for the brand construction of Chinese enterprises.How to grasp the Olympic opportunity to carry on the brand marketing effectively strengthens the Chinese nation and the enterprise international competition ability will bring the Olympic Games beneficial influence maximizes this is placed in front of the Chinese enterprise an important question.Based on the powerful role of Olympic marketing in brand building, this paper analyzes how domestic enterprises implement brand marketing strategy by taking advantage of Olympic opportunity.Based on the theory and practice of enterprise management, marketing management, event marketing, relationship marketing, integrated marketing and project management, this paper analyzes the brand marketing strategies of some domestic sponsors of the Olympic Games.This paper points out the shortcomings of domestic enterprises in brand marketing strategy and implementation process, and puts forward some thoughts on post Olympic marketing.The article thinks that integrated marketing is an important strategy to achieve enterprise brand.In the Olympic marketing activities, enterprises should carry out the concept of integrated marketing communication and put the Olympic marketing communication on the main line of integrated marketing communication.Taking the Olympic Games as the platform, taking the consumer as the core, reorganizing the various behaviors and market behaviors of enterprises, using various forms of communication methods in a comprehensive and coordinated manner, disseminating consistent product information and brand information in order to achieve a unified goal and a unified communication image,To achieve two-way communication with consumers, to establish the position of products and brands in the eyes of consumers, and to achieve the goal of brand communication and promotion of brand value more effectively.Combined with the core idea of integrated marketing, the article puts forward the product superiority strategy, long-term effect strategy, rapid reaction strategy, creative advertising strategy, social news strategy, public welfare sponsorship strategy, in order to fully integrate the staff axis of Olympic marketing.Customer axis, competition axis, cooperation axis, public axis and other five system axes to enhance the brand value of enterprises and products.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F274;F273.2

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 高曉珊;奧林匹克營(yíng)銷參與企業(yè)品牌營(yíng)銷策略的研究[D];首都體育學(xué)院;2012年

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本文編號(hào)：1731565