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2008年北京奥运会,对提升中国企业品牌价值提供了一个历史性机遇。奥运会是国际品牌竞争的角力场,也是民族品牌进入国际知名品牌行列的重要舞台。众多的中国品牌都希望借助北京奥运千载难逢的机会在国际市场上打响“中国制造”的声誉。一般认为,赞助、参与奥运活动,其单位资金投入对提高品牌知名度的效应,要比普通广告提高2～3倍,这就是奥运经济的魅力所在。借助奥运会,提高品牌知名度和影响力的方式多种多样,利用奥运会,提升品牌价值的目标也多种多样.从战术性而言,品牌传播过程中,
2008 Beijing Olympic Games, to enhance the brand value of Chinese enterprises provides a historic opportunity. The Olympic Games are the wrestling force for international brand competition and an important stage for national brands to enter the ranks of internationally renowned brands. Numerous Chinese brands hope to capitalize on the golden opportunity of Beijing Olympic Games to establish the reputation of “Made in China” in the international market. Generally believed that the sponsorship, participation in the Olympic activities, the unit of capital investment to improve brand awareness effect than ordinary advertising increased by 2 to 3 times, which is the charm of the Olympic economy lies. With the Olympic Games, to enhance brand awareness and influence of a wide range of ways, the use of the Olympic Games to enhance the brand value of a wide range of goals from a tactical point of view, the brand communication process,