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红双喜是第一个进入奥运会的中国品牌,里约奥运会是上海红双喜股份有限公司连续第五次成为奥运会的运动器材供应商。里约奥运会是红双喜继北京奥运会之后供应器材数量最多的一届,提供了包括乒乓球、羽毛球自动出球器等9种器材。赛事结束后,在里约首次出现的红双喜赛顶D40+新材料乒乓球也于今年韩国公开赛后逐步用于各项赛事。有新闻称,2020东京奥运会也已经向红双喜发出了“预约”申请。红双喜公司产品发展及企业运营跟奥运会的整体发展趋势是密不可分的,研究红双喜公司借助奥运会开展营销有利于我们更好的把握营销策略的实施,本文为以红双喜在里约的营销策略为例。
Double Happiness is the first Chinese brand to enter the Olympic Games. Rio Olympic Games is the fifth consecutive time that Shanghai Double Happiness Co., Ltd. has become an Olympic sports equipment supplier. Rio Olympic Games is the largest supply of equipment after the Beijing Olympic Games, with a total of 9 kinds of equipment including table tennis and badminton automatic ball exporting. After the event, the D40 + DAP + new table tennis material first appeared in Rio was also gradually used in various events after this year’s Korea Open. There are news that the 2020 Tokyo Olympics has also issued a “Appointment ” application. The product development and business operation of Double Happiness Company are closely linked with the overall development trend of the Olympic Games. Studying the marketing of Double Happiness Company by means of Olympic Games helps us better grasp the implementation of marketing strategy. This article takes the marketing strategy of Double Happiness in Rio as an example.