【摘要】： 現(xiàn)代奧林匹克運動會以其巨大影響力為全球企業(yè)帶來無數(shù)商機。企業(yè)參與奧運會、利用奧運進行營銷效果顯著,尤其是奧運官方贊助商更是獲得特別的營銷機會。由于國際奧委會對奧林匹克全球合作伙伴的要求非常嚴苛,一般的企業(yè)無法成為奧運會贊助商,只能以奧運非贊助商身份進行與奧運有關的營銷活動。2008年第29屆北京奧運會期間,李寧公司就以奧運非官方贊助商的身份利用奧運進行了令人矚目的營銷活動,提供了一個很好的研究案例。 本文使用文獻研究法與案例分析法進行研究。作者首先比較系統(tǒng)地梳理了有關埋伏營銷的研究文獻,包括埋伏營銷的概念、歷史、策略、道德、法律以及消費者對埋伏營銷的態(tài)度等研究成果。本文重點研究李寧品牌在2008年北京奧運會的埋伏營銷活動與策略。本文首先陳述和分析李寧品牌在北京奧運會之前的體育營銷概況。然后應用SWOT分析法揭示李寧品牌北京奧運埋伏營銷面臨的機遇、挑戰(zhàn)及其優(yōu)勢與劣勢。通過分析李寧品牌北京奧運會期間營銷的環(huán)境因素和行業(yè)競爭者因素,揭示李寧品牌北京奧運埋伏營銷面臨的機遇與挑戰(zhàn);通過分析李寧品牌本身的資源揭示其優(yōu)勢與劣勢。最后探討李寧品牌北京奧運埋伏營銷活動的策略,為國內其他企業(yè)未來實踐埋伏營銷提供了借鑒。
[Abstract]:With its great influence, the modern Olympic Games bring numerous business opportunities to enterprises around the world. Enterprises participate in the Olympic Games, using the Olympic Games to achieve significant marketing results, especially the Olympic official sponsors are given special marketing opportunities. Because of the strict requirements of the IOC on the Olympic global partners, ordinary companies cannot become sponsors of the Olympic Games. Only as a non-sponsor of the Olympic Games can Li Ning conduct Olympic-related marketing activities. During the 29th Beijing Olympic Games in 2008, Li Ning Company used the Olympic Games as a non-official sponsor to carry out remarkable marketing activities. A good case study is provided. This article uses the literature research method and the case analysis method to carry on the research. Firstly, the author systematically combs the research literature about ambush marketing, including the concept, history, strategy, morality, law and consumer's attitude towards ambush marketing. This paper focuses on the Li Ning brand in the 2008 Beijing Olympic Games ambush marketing activities and strategies. This paper first describes and analyzes the sports marketing situation of Li Ning brand before Beijing Olympic Games. Then SWOT analysis is applied to reveal the opportunities, challenges, strengths and weaknesses of Li Ning brand Beijing Olympic ambush marketing. By analyzing the environmental factors of the Li Ning brand during the Beijing Olympic Games and the competition factors of the industry, this paper reveals the opportunities and challenges faced by the Beijing Olympic ambush marketing of the Li Ning brand, and reveals its advantages and disadvantages by analyzing the resources of the Li Ning brand itself. Finally, the strategy of Beijing Olympic ambush marketing of Li Ning brand is discussed, which provides reference for other domestic enterprises to practice ambush marketing in the future.
【學位授予單位】：廈門大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：F274;F426.86

【引證文獻】

相關碩士學位論文 前2條

1 崔嵬;李寧公司贊助中國大學生足球聯(lián)賽的營銷價值研究[D];北京體育大學;2011年

2 鄭廣瑞;長株潭城市群健身娛樂業(yè)營銷要素研究[D];湖南師范大學;2011年

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本文編號：2180879