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2008北京奥运会是中国企业高度重视的商业机会。然而,奥运带给中国企业的,绝不仅仅是机会,同时也是一个巨大的挑战。中国企业应该如何利用科学的决策使巨额的奥运营销投资产生最大的回报?本文在简要回顾国际奥运营销的历史后分析奥运商机对中国企业的意义和挑战。并通过“4D精准”奥运营销理念和方法的论述,了解如何通过对品牌、奥运、媒介、竞争态势的综合分析,制定企业奥运营销战略和战术,从而能够真正借奥运的东风,实现企业发展的战略目标。
2008 Beijing Olympic Games is a business opportunity that Chinese enterprises attach great importance to. However, the Olympic Games brought to Chinese enterprises must not only be an opportunity but also a huge challenge. How Chinese enterprises should use scientific decision-making to make huge Olympic marketing investment produce the greatest return? This article briefly reviews the history of international Olympic marketing, and analyzes the significance and challenges of Olympic business opportunities to Chinese enterprises. And through the exposition of “4D precision” Olympic marketing idea and method, understand how to formulate the Olympic marketing strategy and tactics of enterprises through the comprehensive analysis of the brand, Olympic Games, media and competition situation so as to be able to truly borrow the Olympic Games and realize the development of the enterprise Strategic objectives.