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2001年7月13日22:00,当国际奥委会主席萨马兰奇宣布北京获得2008年夏季奥运会的主办权时,全中国沸腾了。在新世纪的门槛上,适逢中国年内“入世”的东风,中国迎来了新的发展机遇。作为东道主的中国企业,完全可以利用这个千载难逢的机遇学习国际企业的奥运营销策略,开展奥运营销活动。利用奥运会开展营销活动由来已久。可口可乐公司早在1928年就开始借助奥运会大搞营销,并且屡有新意。20世纪80年代,
At 13:00 on July 13, 2001, when the IOC President Juan Antonio Samaranch announced Beijing’s bid to host the 2008 Summer Olympics, China boomed. At the threshold of the new century, coinciding with the east wind of China’s accession to the WTO in the year of China, China ushered in new opportunities for development. As a host Chinese enterprises, can take advantage of this golden opportunity to learn the Olympic marketing strategy of international companies to carry out Olympic marketing activities. The use of the Olympic Games to carry out marketing activities for a long time. As early as 1928, Coca-Cola Company began to engage in marketing through the Olympic Games, and has always been innovative. 1980s,