【摘要】：奧運(yùn)會作為全球性的體育盛事,擁有不可比擬的注意力資源。因此,四年一屆的奧運(yùn)會不僅是各國運(yùn)動員實(shí)現(xiàn)國家榮譽(yù)和個人理想的競技場,也是企業(yè)品牌全球化展示的大舞臺。2008年的北京奧運(yùn)會,使世界的目光聚焦中國,這無疑為我國企業(yè)提供了千載難逢的發(fā)展機(jī)遇。如今,奧運(yùn)已經(jīng)落下帷幕,回顧和總結(jié)奧運(yùn)語境下品牌傳播的得與失,對國產(chǎn)品牌進(jìn)一步登上世界舞臺提供了極強(qiáng)的指導(dǎo)意義。 企業(yè)在奧運(yùn)語境下進(jìn)行的品牌傳播,不同于一般的品牌傳播活動。奧林匹克品牌在世界范圍內(nèi)擁有極高的知名度、美譽(yù)度、忠誠度,品牌資產(chǎn)巨大;同時,由顧拜旦倡導(dǎo)的奧林匹克主義,在現(xiàn)代奧運(yùn)會的百年發(fā)展中,已被全世界人民所認(rèn)可,成為奧林匹克品牌的文化精髓。從奧運(yùn)會的傳播特性來看,作為世界頂級的綜合性體育比賽,奧運(yùn)會早已不僅僅是競技項(xiàng)目的集合,而成為了無國界、影響力巨大的傳播媒介。因此,企業(yè)品牌的奧運(yùn)傳播表現(xiàn)出對于奧林匹克品牌的強(qiáng)烈依附性特征。 根據(jù)傳播理論的5W模式,企業(yè)品牌奧運(yùn)傳播的過程為:“企業(yè)(奧運(yùn)關(guān)聯(lián)性企業(yè)和非奧運(yùn)關(guān)聯(lián)性企業(yè))”通過運(yùn)用“廣告、公關(guān)、新聞”等大眾傳播手段,將“與奧運(yùn)相關(guān)的品牌信息”傳達(dá)給“關(guān)注奧運(yùn)的公眾”。本文對該傳播過程中的要素進(jìn)行了逐一分析,據(jù)此對企業(yè)品牌奧運(yùn)傳播的策略進(jìn)行了探討:首先,企業(yè)應(yīng)從發(fā)展戰(zhàn)略、品牌內(nèi)涵及產(chǎn)品類別、經(jīng)濟(jì)實(shí)力三個角度來考量是否贊助奧運(yùn)會;其次,應(yīng)準(zhǔn)確找到企業(yè)品牌與奧運(yùn)品牌的融合點(diǎn),并貫穿于整個傳播活動中;第三,制定整合營銷傳播計(jì)劃,保證傳播活動的順利進(jìn)行。在此基礎(chǔ)上,總結(jié)了北京奧運(yùn)會期間,中國企業(yè)在品牌傳播中的誤區(qū);并以三家體育用品品牌阿迪達(dá)斯、耐克、李寧在奧運(yùn)期間的傳播活動為例,進(jìn)行了案例分析。
[Abstract]:As a global sports event, the Olympic Games has unparalleled attention resources. Therefore, the quadrennial Olympic Games are not only the arena for athletes from all over the world to realize their national honor and personal ideals, but also the big stage for the globalization of enterprise brands. The 2008 Beijing Olympic Games made the world's eyes focus on China. This undoubtedly for our enterprises to provide a rare opportunity for development. Now, the Olympic Games have come to an end, reviewing and summing up the gains and losses of brand communication in the context of the Olympic Games, which provides a strong guiding significance for domestic brands to step on the world stage. Brand communication in the context of the Olympic Games is different from the general brand communication activities. The Olympic brand has a very high reputation, loyalty and huge brand assets in the world. At the same time, the Olympism advocated by Coubertin has been recognized by the people all over the world in the century-long development of the modern Olympic Games. Become the cultural essence of Olympic brand. From the perspective of the characteristics of the Olympic Games, as the world's top comprehensive sports competition, the Olympic Games has become not only a collection of competitive events, but also a medium without national boundaries and great influence. Therefore, the Olympic communication of enterprise brand shows strong dependence on Olympic brand. According to the 5W model of communication theory, the process of enterprise brand Olympic brand communication is: "enterprise (Olympic Games related enterprise and non-Olympic related enterprise)" through the use of "advertising, public relations, news" and other means of mass communication. "Olympic brand information" will be conveyed to the "public concerned about the Olympic Games." Based on the analysis of the elements in the communication process, this paper discusses the strategies of the Olympic brand communication: firstly, the enterprise should develop strategy, brand connotation and product category. We should consider whether to sponsor the Olympic Games from three angles of economic strength; secondly, we should find the integration point of enterprise brand and Olympic brand accurately, and run through the whole communication activity; third, we should make the integrated marketing communication plan. Ensure the smooth running of communication activities. On this basis, this paper summarizes the misunderstandings of Chinese enterprises in brand communication during the Beijing Olympic Games, and takes three sports goods brands Adidas, Nike and Li Ning for example.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：G80-05

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本文編號：2136002