论文部分内容阅读
8月1日,某著名外资咨询公司发布了《2008奥运营销报告》,在豪赌奥运的赞助商们头上敲了重重的一记闷棍。报告指出,在62个北京奥运会赞助商中,目前有90%企业的奥运营销未获得成功,其巨额投入可能将无法获得足够回报,只有10%的企业取得了较好的营销效果。这此奥运赞助商花了多少?列几个网上道听途说的数字吧:合作伙伴,“起步价”3亿人民币;Adidas 为了挤掉李宁,拍出了8000万美金;联想拿 TOP 关衔的代价花了近7000万美金;北京奥运会独家供应商,4100万人民币起;北京奥运会供应商,1600万人民币起。您先别喊贵,这还只是举牌价。至于拿到奥运头衔后的传播费用,有“专家甲”说得1:3,也有“专家乙”说不够,得1:4。但不管1:5还是1:10,在阿迪、可口可乐、联想、UPS 们的广告围剿下,小赞助商们已经统统缴枪了。再说,真要是1:10,那还不活活累死奥康、立白他们啊。
August 1, a well-known foreign-invested consulting firm released the “2008 Olympic Marketing Report”, gambled in the gamble of the Olympic sponsors who knock on the head. According to the report, out of the 62 Beijing Olympic sponsors, 90% of the companies currently have not been successful in Olympic marketing. Their huge investment may not be enough for their returns, while only 10% have achieved good marketing results. This Olympic sponsor how much? Listed several online hearsay figures: Partners, “Starting price ” 300 million yuan; Adidas squeezed out Li Ning, shot 80 million US dollars; Lenovo to take TOP off title The cost has spent nearly 70 million US dollars; Beijing Olympic exclusive suppliers, 41 million yuan from; Beijing Olympic Games suppliers, 16 million yuan. You do not shout expensive, this is just for the price. As for the cost of broadcasting after the Olympic Games title has been reached, there is 1: 3 for “expert A” and 1: 4 for “expert B”. But regardless of 1: 5 or 1:10, in Adidas, Coca-Cola, Lenovo, UPS's advertising campaign, the small sponsors have all turned over the gun. Say, really 1:10, that is not alive Aokang exhausted, set them white ah.