为了搭上奥运这班营销快车,各大品牌也如运动员一样,从艰苦备战争夺入场券,到临机应变争抢大众视线,每一环节都用尽“洪荒之力”。然而,正如不是每一位奥运健儿都能摘金夺银一样,走上品牌竞技场的选手也未必能取得佳绩。历史业绩显示,在大部分上市公司宣布与奥运达成赞助协议的当天,其股票都要遭遇震荡。而可口可乐、宝洁等公司,更是在赞助伦敦奥运会后,遭遇销量下滑。若事实的确如此,那么,奥运对品牌的吸引力究 In order to catch the Olympics marketing express train, the major brands, like athletes, compete for admission tickets from arduous preparations for war to meet people’s demands for public attention. Every link is exhausted. However, just as not every Olympic athlete can pick up gold and silver, the players who take up the brand arena may not be able to achieve good results. Historical results show that the stock market will experience turmoil on the day most of the listed companies announced a sponsorship agreement with the Olympic Games. The Coca-Cola, Procter & Gamble and other companies, but also in sponsoring the London Olympics, suffered sales decline. If this is true, then, the attractiveness of the Olympic Games on the brand