2008年北京奥运会不仅是提升我国国际地位和形象的盛大体育赛事,也是我国企业难得的营销机会和巨大的传播舞台,很多企业都开始思考如何抓住奥运带来的商机,以期借奥运的契机扩大市场份额,提升品牌形象。本文就我国企业参与奥运营销的战略选择予以分析,并指出了我国企业进行奥运营销时应该注意的问题,对我国企业开展奥运营销具有一定的指导意义。 The 2008 Beijing Olympic Games is not only a grand sporting event that enhances our country's international status and image, but also a rare marketing opportunity for our enterprises and a huge arena of communication. Many enterprises are beginning to ponder over how to seize the opportunities brought by the Olympics so as to expand the chances of winning the Olympic Games Market share, enhance brand image. This paper analyzes the strategic choices of Chinese enterprises participating in the Olympic marketing and points out that Chinese enterprises should pay attention to the Olympic marketing, which is of guiding significance for Chinese enterprises to carry out the Olympic marketing.