本文選題：品牌價(jià)值 + 奧運(yùn)商機(jī)　； 參考：《天津師范大學(xué)》2008年碩士論文

【摘要】： 北京奧運(yùn)會(huì)即將來臨,走過一個(gè)多世紀(jì)的奧運(yùn)圣火就要在中國燃起。世界各地的目光,十三億人的夢想,全世界的注意力都將投向北京,并以北京為軸心,向華夏大地的四面八方發(fā)散蔓延。此時(shí),一場關(guān)于奧運(yùn)營銷的盛宴已經(jīng)啟動(dòng)。其實(shí)從原奧委會(huì)主席薩馬蘭奇擲地有聲地說出“北京”那一刻起,奧運(yùn)營銷便已拉開了序幕。 北京奧運(yùn)是一次盛大的經(jīng)濟(jì)宴席,奧運(yùn)經(jīng)濟(jì)的三駕馬車——聚合效應(yīng)、裂變效應(yīng)以及輻射效應(yīng)正在逐一顯現(xiàn)。對于中國的企業(yè)來說,這不僅是一次百年難遇的營銷機(jī)會(huì),還是一個(gè)無比巨大的傳播舞臺。但是,如何將奧運(yùn)元素與企業(yè)品牌實(shí)現(xiàn)良好的結(jié)合,如何能夠做好奧運(yùn)營銷,這是很多企業(yè)關(guān)心的問題。本文把企業(yè)以提升品牌價(jià)值為目標(biāo)利用奧運(yùn)進(jìn)行營銷的策略分為兩大類來分析,即奧運(yùn)營銷策略和非奧運(yùn)營銷策略,并分別對這兩種策略進(jìn)行了詳細(xì)地分析,并提出企業(yè)在具體操作中應(yīng)注意的問題,力圖為中國的企業(yè)在選擇運(yùn)用借奧運(yùn)提升品牌價(jià)值的相關(guān)策略時(shí)提供一點(diǎn)參考價(jià)值。 本文的結(jié)構(gòu)共分為五部分: 第一章引言,主要介紹了本文的選題背景及意義,對國內(nèi)外有關(guān)研究現(xiàn)狀進(jìn)行了闡述,并指出了本文的研究方法和創(chuàng)新之處以及本文的難點(diǎn)。最后,給出了本文的術(shù)語界定。 第二章對企業(yè)品牌價(jià)值及奧運(yùn)營銷相關(guān)理論做了詳細(xì)闡述,為本文的研究提供了理論基礎(chǔ)。 第三章首先分析了三星借奧運(yùn)營銷的成功崛起、三星的奧運(yùn)策略以及其帶給中國企業(yè)的啟示,由此表明奧運(yùn)營銷對品牌價(jià)值提升的重要性。而后,介紹了聯(lián)想的發(fā)展,并把三星與聯(lián)想的奧運(yùn)歷程及北京奧運(yùn)策略做了詳細(xì)對比分析,在此基礎(chǔ)上,采用SWOT分析方法分析了聯(lián)想借奧運(yùn)提升品牌價(jià)值所具有的優(yōu)勢、劣勢,以及所面臨的機(jī)遇與威脅。為第三章的第二大部分作了鋪墊。在第二大部分中文章分析了眾多奧運(yùn)營銷失敗的原因,以此為基礎(chǔ),分析了奧運(yùn)贊助商的奧運(yùn)營銷策略的選擇與運(yùn)用。并且對奧運(yùn)贊助商的奧運(yùn)營銷的收益與風(fēng)險(xiǎn)作了詳細(xì)分析。 第四章分析了非奧運(yùn)贊助商的奧運(yùn)營銷策略。首先介紹了非奧運(yùn)營銷理論,而后,以雪花啤酒為例介紹了非奧運(yùn)營銷并以此為基礎(chǔ)分析了非奧運(yùn)贊助商的非奧運(yùn)營銷策略的選擇運(yùn)用,以及非奧運(yùn)贊助商在進(jìn)行營銷時(shí)所面臨的知識產(chǎn)權(quán)的問題。最后,文章把奧運(yùn)贊助商的奧運(yùn)營銷策略與非奧運(yùn)贊助商的營銷策略做了對比及SWOT分析。 第五章對本文進(jìn)行了總結(jié)。
[Abstract]:Beijing Olympic Games is approaching, after more than a century of Olympic flame will be lit in China. The eyes of the world, the dreams of 1.3 billion people, the attention of the whole world will turn to Beijing, and take Beijing as the axis, and spread in all directions to the land of China. At this time, a feast on Olympic marketing has been launched. In fact, from the moment former Olympic Committee President Samaranch said "Beijing", Olympic marketing has begun. The Beijing Olympic Games is a grand economic banquet. The economic troika-aggregation effect, fission effect and radiation effect of the Olympic economy are appearing one by one. For Chinese enterprises, this is not only a century of marketing opportunities, but also a huge communication stage. However, how to combine Olympic elements with enterprise brands and how to do well in Olympic marketing is a concern for many enterprises. In this paper, the marketing strategy of the Olympic Games is divided into two categories, namely, the Olympic marketing strategy and the non-Olympic marketing strategy, and the two strategies are analyzed in detail. This paper also puts forward some problems that should be paid attention to in the concrete operation of enterprises, and tries to provide some reference value for Chinese enterprises when they choose to use the relevant strategies to promote brand value by Olympic Games. The structure of this paper is divided into five parts: The first chapter introduces the background and significance of this paper, and points out the research methods, innovations and difficulties of this paper. Finally, this paper gives the definition of terms. The second chapter elaborates the theories of brand value and Olympic marketing in detail, which provides a theoretical basis for the research of this paper. The third chapter first analyzes the successful rise of Samsung's Olympic marketing, its Olympic strategy and its inspiration to Chinese enterprises, which shows the importance of Olympic marketing to the promotion of brand value. Then, the development of Lenovo is introduced, and the Olympic history of Samsung and Lenovo and the strategy of Beijing Olympic Games are compared and analyzed in detail. On this basis, the advantages and disadvantages of Lenovo to promote brand value by Olympic Games are analyzed by using SWOT analysis method. And the opportunities and threats they face. The second part of the third chapter paves the way. In the second part, the paper analyzes the reasons for the failure of Olympic marketing, and then analyzes the choice and application of Olympic marketing strategies of Olympic sponsors. And the Olympic sponsors of the Olympic marketing benefits and risks are analyzed in detail. The fourth chapter analyzes the Olympic marketing strategy of non-Olympic sponsors. This paper first introduces the theory of non-Olympic marketing, then, taking Snow Beer as an example, introduces non-Olympic marketing and analyzes the choice and application of non-Olympic marketing strategies of non-Olympic sponsors. And the issue of intellectual property rights that non-Olympic sponsors face in marketing. Finally, this paper compares the Olympic marketing strategies of Olympic sponsors with those of non-Olympic sponsors and analyzes them by SWOT. Chapter five summarizes this paper.
【學(xué)位授予單位】：天津師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F273.2

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