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可以说,中国移动的深圳大运会营销是从“危局”中开始的,是从“后发”中制胜的。也正因为如此,才让我们继诸如国际品牌的1984年洛杉矶奥运会上的柯达;诸如本土企业的2008年北京奥运会上的李宁等经典的隐形营销成功之后,再一次欣赏到了一场令人击掌叫绝的隐形营销典案。因此,在完整地读过这个大案后,我们的脑海里就会浮现出许多的借喻词汇:旁敲侧击、避实就虚、另辟蹊径、喧宾夺主等等。也正是通过这样的词汇让我们赏析到中国移动在“旁”与“侧”的无奈间如何另辟蹊径,化“危机”为“良机”;在“实”与“虚”的幻化中如何喧宾夺主,因“后发”而制胜。这其中,无论是策略上的三大考量,还是切入上的三大关键;无论是营销执行上的三大思路,还是媒介传播上的三大聚焦,都蕴含着中国移动营销团队对营销本质的深刻洞悉,对营销规律的巧妙把握;表现出了中国移动在大运会营销中所迸发出的策略灵动和智慧光芒。
It can be said that China Mobile Shenzhen Universiade marketing from the “crisis” in the beginning, is from the It is for this reason that we once again enjoy the success of the classic invisible marketing such as international brands such as the 1984 Los Angeles Olympic Games Kodak; local companies such as Li Ning at the 2008 Beijing Olympic Games, once again enjoy a commendable Invisible marketing case. Therefore, after we have thoroughly read this major case, many words of metaphor emerge in our minds: sidetrapping sideways, avoiding sides, creating new avenues, overcoming domination and so on. It is also through such a vocabulary let us appreciate to China Mobile in the “side” and “side” of the frustration how to find another way, “crisis” as “good opportunity”; in the “real” And “virtual ” in the illusion of how to overwhelm, because “after ” and win. Among them, whether it is the three strategic considerations, or cut into the three key; both the implementation of the three marketing ideas, or the media focus on the three major, all implies the essence of the marketing team of China Mobile marketing Profound insight into the clever grasp of the laws of marketing; demonstrated China Mobile’s marketing strategy in the Universiade burst out of smart and smart light.