中国的企业总是说,赞助奥运不是为了眼前利益,而跨国企业的体育营销,账却算得很精明。尽管中外企业同时出现在奥组委的各类活动中,但是如何运用奥运的杠杆,将品牌和经济效应发挥到极致,有着多次奥运营销经验的跨国企业们显得很老到。北京奥组委的一位官员亲手签了好几家民营企业的赞助合同。在他眼里,中国的企 Chinese enterprises always say that the sponsorship of the Olympic Games is not for immediate benefit, but multinational sports marketing, accounting is considered very smart. Although Chinese and foreign enterprises appear in various activities of the Organizing Committee of the Olympic Games (BOCOG) at the same time, how to use the leverage of the Olympic Games to maximize the brand and economic effects, and multinationals with many Olympic marketing experiences seem very old. A BOCOG official personally signed several sponsorship contracts for private enterprises. In his eyes, the Chinese enterprises