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体育营销是青岛啤酒十分偏好的一种营销模式,早在2006都灵冬奥会青岛啤酒频频出现在各类赛事中。例如2006年3月25日,青岛啤酒赞助2006厦门国际马拉松比赛。将2006年作为奥运营销年制定投资规模较大的体育营销计划。2008年策划倾城倾国,借助北京奥运的东风将青岛啤酒的全球知名度和美誉度迅速拉升,为青岛啤酒成为国家品牌奠定坚实的基础,同时为青岛啤酒企业发展融资收购等商业作为拓宽了道路。本文就青岛啤酒后奥运时代展开的新一轮体育营销——“NBA啦啦队”全国选秀进行分析,从5W3H的角度讨论此次活动的意义。
Sports marketing is a very preferred way of marketing Tsingtao Brewery, as early as 2006 Torino Olympic Winter Games Tsingtao Brewery frequently appear in all kinds of events. For example, on March 25, 2006, Tsingtao Brewery sponsored the 2006 Xiamen International Marathon. 2006 as the Olympic marketing year to develop a larger investment in sports marketing plan. In 2008, planning the all-out dumping of the country, with the help of the Beijing Olympic Games, the global popularity and reputation of Tsingtao Brewery quickly rose, laying a solid foundation for Tsingtao Brewery to become a national brand and broadening the business for the commercial development of Tsingtao Brewery and other commercial activities. This article analyzes the significance of this event from the perspective of 5W3H on the new round of sports marketing - “NBA Cheerleading” national draft launched by Tsingtao Brewery after Olympic Games.