奥运赞助商北京奥运会赞助营销效果实证研究

2008年北京奥运会带动了体育赞助营销在中国的迅速发展。奥运赞助对企业来说，是巨大的投入。奥运赞助的效果究竟如何，在现有的营销研究中鲜有涉及。本文介绍了笔者和益普索（Ipsos）公司的研究人员共同进行的企业奥运赞助营销实证研究。通过调查数据的采集和分析，我们发现，消费者并不能有效区分奥运赞助商和非奥运赞助商，但是奥运赞助有助于提高企业及其品牌的形象，增强消费者对其产品和服务的购买意愿。

An empirical study of sponsorship marketing effectiveness in Beijing Olympics

The 2008 Beijing Olympics has provided a great opportunity for sports sponsorship marketing in China. As it is a huge investment to be an Olympic sponsor, it is important for the sponsors to evaluate the effectiveness of their sponsorships. However, very few studies have covered this topic. Therefore, an empirical study is conducted by the author and Ipsos Group to examine the effectiveness of sponsorship marketing. Based on the data and analysis, we find that consumers are not able to differentiate Beijing...