论文部分内容阅读
与2008年北京奥运会上中国企业纷纷出手赞助相比,在刚刚过去的伦敦奥运会上,鲜有国内企业参与伦敦奥运会的赞助。然而,这并不代表中国企业对于这场全球盛事蕴含的巨大商机无动于衷,奥运赛场内外,仍有很多中国企业采取了适合自身的营销策略,并取得了巨大的成功。本文主要分析和总结了这些营销策略,希望通过分析和总结为其他中国企业今后参与国际市场营销提供借鉴和参考。
Compared with the sponsorship of Chinese companies in the 2008 Beijing Olympic Games, few domestic enterprises participated in the London Olympics sponsorship at the just-concluded London Olympics. However, this does not mean that Chinese enterprises are indifferent to the tremendous business opportunities contained in this global event. Many Chinese enterprises have adopted their own marketing strategies both inside and outside the Olympic Games and have achieved great success. This paper mainly analyzes and summarizes these marketing strategies and hopes to provide reference and reference for other Chinese enterprises to participate in international marketing through analysis and conclusion.