浅议北京奥运会产品营销的策略与对策

随着2008年北京奥运会的日益临近,越来越多的企业以前所未有的热情,投入到奥运营销热潮中来。与国际成熟品牌的奥运营销经验相比,国内企业对于奥运营销的真正实施策略缺乏透彻的了解,没有领会到奥运营销与企业品牌传播之间的真正内在联系,没有建立起一套适合奥运营销规律的整合传播策略体系。

Discusses on the Product Marketing Strategy and the Countermeasure in Beijing Olympic Games

As Beijing Olympic Games is coming, more and more companies in China have got the wonderful opportunities to show on the Olympic stage. Compared with the mature world marketing, the domestic enterprise lacks thorough understanding of the true implementation strategy in the Olympic Games marketing. They don’t comprehend the real relationship between Olympic Games market and the enterprise brand dissemination, and not established a rule the conformity dissemination strategy system which is to suit the Olympic Games marketing.