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奥运会TOP计划中的赞助品牌,通过赞助奥运而得到的收益,从以往的各个案例中已经充分显现,毋庸赘述。一个品牌在全球化、本土化或扩大目标市场的过程中,品牌自身的文化一定需要有所发展,才能适应变化的市场环境。本文将立足奥运对赞助品牌的促进作用,从品牌文化建设的角度,讨论奥运在对其赞助品牌走向全球化、适应本土化以及拓展市场的作用,分析参与TOP计划的品牌文化的进化和发展。
The sponsor brand in the Olympic TOP Program, which has been obtained through the sponsorship of the Olympic Games, has been fully revealed from all the previous cases and needless to say. A brand in the globalization, localization or expansion of the target market in the process of the brand’s own culture must be developed in order to adapt to changing market conditions. Based on the promotion effect of the Olympic Games on the sponsored brands, this article discusses the role of the Olympic Games in sponsoring the brands toward globalization, localization and market expansion from the perspective of brand culture, and analyzes the evolution and development of the brand culture involved in the TOP program.