| 奥运营销与“非”奥运营销的理念及策略研究 |
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| 引用本文： | 陈建华,SHI Qiang.奥运营销与“非”奥运营销的理念及策略研究[J].南京体育学院学报(社会科学版),2008,22(1). |
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| 作者姓名： | 陈建华 SHI Qiang |
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| 作者单位： | 上海电力学院,中国,上海,200090 |
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| 摘 要： | 2008年北京奥运会给中国企业的发展提供了一个难得的机遇,奥运营销必然成为企业的一种重要的营销手段。在界定广义奥运营销涵盖奥运营销与"非"奥运营销两种表现形式的基础上,重点探讨了奥运赞助商的三大奥运营销理念及策略,即奥运文化内涵挖掘、品牌战略、系统整合,以及非奥运赞助商的"非"奥运营销理念及策略。
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| 关 键 词： | 奥运营销 “非”奥运营销 策略 |
Research on Ideas and Strategies of Olympic Marketing and Non-Olympic Marketing |
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| CHEN Jian-hua,SHI Qiang.Research on Ideas and Strategies of Olympic Marketing and Non-Olympic Marketing[J].Journal of Nanjing Institute of Physical Education,2008,22(1). |
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| Authors: | CHEN Jian-hua SHI Qiang |
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| Institution: | CHEN Jian-hua; SHI Qiang(Shanghai University of Electric Power; Shanghai 200090; China); |
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| Abstract: | 2008 Beijing Olympic Games to Chinese enterprises provides a rare opportunity,and Olympic Marketing will become an important marketing instrument.Based on the broad definition of the Olympic marketing which cover Olympic Marketing and non-Olympic marketing,this article puts emphasis on the ideas and strategies of the Olympic sponsors' Olympic marketing and the non-sponsors' non-Olympic marketing. |
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| Keywords: | Olympic marketing non-Olympic marketing strategy |
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