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2008是意义非凡的一年。随着奥运脚步的临近,一场营销大战日嚣尘上。在奥运营销领域,国际品牌群雄并起,觊觎中原;但对于大多数国内企业来讲,赞助奥运并由此展开奥运营销,仍然是一片陌生的领域。这是本土企业的一次磨砺,更是一场博弈:中国企业如何通过奥运会以及相关活动来强化自己的全球企业形象和品牌价值,在“奥运营销大战”中分一杯羹?本期互动行销沙龙聚焦于此,邀请有关专家对奥运营销大战进行探讨,希望得出的观点能对本土企业的长远发展带来一些启示。
2008 is an extraordinary year. As the pace of the Olympic Games approaches, a marketing war day is rampant. In the field of Olympic marketing, international brands make a come -and-go with the Central Plains. However, for most domestic enterprises, sponsoring the Olympics and starting Olympic marketing is still an unfamiliar area. This is a sharpening of local enterprises, but also a game: how Chinese enterprises through the Olympic Games and related activities to strengthen their global corporate image and brand value in the “Olympic Marketing Campaign,” a share of the current interactive marketing Salon focused on this, invited experts to discuss the Olympic marketing wars, hoping to come to the point of view of the long-term development of local enterprises to bring some inspiration.