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有资料显示,1988年奥运会上,可口可乐公司的促销活动耗资约6亿美元,而在世界杯赛上投资也超过2.5亿美元。奥运会期间,可口可乐的销量增加了18％,而世界杯开赛前夕销量就已增长了326％,这些是有形的收益,至于品牌形象等这些无形的收益更是无法估计。据调查表明,1998年 6月10日到7月12日,为期 32天的法国世界杯赛无疑是全世界球迷的狂欢节。据赛前有关数据预测,观看世界杯的观众将达40亿人次,而在这40亿人次当中,有近1亿球迷与64场比赛朝夕与共。全球性的体育赛事潜伏着无限商机。面对各种接连不断的国际性体育大赛,如何使之与国际市场相融
Data show that in the 1988 Olympic Games, Coca-Cola’s promotional activities cost about 600 million US dollars, while investing more than 250 million US dollars in the World Cup. During the Olympic Games, Coca-Cola’s sales increased by 18%, while the sales volume on the eve of the World Cup has increased by 326%, these are tangible benefits, as the intangible benefits such as brand image is even more unpredictable. According to the survey, from June 10 to July 12, 1998, the 32-day World Cup in France is undoubtedly a fan of the fans all over the world. According to the forecast before the game, the audience watching the World Cup will reach 4 billion passengers, and among these 4 billion people, nearly 100 million fans and 64 games day and night together. Global sports lurks unlimited business opportunities. In the face of a series of international sports competition, how to make it compatible with the international market