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品牌的打造是现代奥运营销研究的核心内容之一。从社会学、经济学视角对北京奥运营销和品牌战略进行了分析,界定了奥运营销和品牌的合理内涵,阐述了品牌营销中存在的风险,进而探讨了奥运营销品牌升级的策略,指出品牌成长的品牌关系、品牌定位和品牌周期等因素,厂商进行品牌营销时应把握好发展变化中的市场,合理运用奥运资源。
The brand building is one of the core contents of modern Olympic marketing research. Analyze the marketing and brand strategy of Beijing Olympic Games from the perspective of sociology and economics, define the reasonable connotation of Olympic marketing and brand, expound the risks in brand marketing, and then discuss the Olympic marketing brand upgrade strategy, pointing out the brand growth. The brand relationship, brand positioning and brand cycle and other factors, manufacturers should grasp the development of the market in the development of brand marketing, the rational use of the Olympic resources.