北京奧運營銷中的“品牌超限戰(zhàn)”
發(fā)布時間：2019-05-24 18:40
【摘要】： 從2001年北京成功申辦奧運會開始,關于奧運、奧運營銷的信息、廣告戰(zhàn)已經拉長了有8年之久,在消費者日漸審美疲勞的時候,如何在奧運營銷的紅海中拔得頭籌,需要走出一條與眾不同的差異化路線。一些品牌深諳此道,經過縝密的策劃,打出了一場漂亮的另類營銷戰(zhàn),于是,一個新興名詞“品牌超限戰(zhàn)”應運而生。 對于非奧運贊助商們而言,因為受限,所以必須超限,品牌超限戰(zhàn)是它們展示自身智慧和策略的平臺,理所當然成為這場運動的主角。以最小成本換取最大收益,出奇制勝,走品牌超限戰(zhàn)的道路注定能夠異軍突起,引起消費者的注意。本文重點對不同品牌在參與奧運營銷中所采取的品牌超限戰(zhàn)策略進行深度分析,并以前瞻的視角探討奧運會之后品牌超限戰(zhàn)的未來之路。
[Abstract]:Since Beijing successfully bid for the Olympic Games in 2001, the information about the Olympic Games and Olympic marketing has been lengthened for eight years. At a time when consumers are becoming more and more aesthetically tired, how to get the top spot in the Red Sea of Olympic marketing. Need to go out of a different route of differentiation. Some brands are well aware of this, after careful planning, played a beautiful alternative marketing war, so a new term "brand beyond the limit war" emerges as the times require. For non-Olympic sponsors, because of restrictions, they must exceed the limit, brand war is their platform to demonstrate their wisdom and strategy, of course, become the protagonist of the movement. With the minimum cost for maximum benefits, surprise victory, take the road of brand war is bound to emerge suddenly, attract the attention of consumers. This paper focuses on the in-depth analysis of the brand over-limit warfare strategies adopted by different brands in participating in Olympic marketing, and discusses the future road of brand over-limit warfare after the Olympic Games from a prospective perspective.
【學位授予單位】：華東師范大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：F274
本文編號：2485094
[Abstract]:Since Beijing successfully bid for the Olympic Games in 2001, the information about the Olympic Games and Olympic marketing has been lengthened for eight years. At a time when consumers are becoming more and more aesthetically tired, how to get the top spot in the Red Sea of Olympic marketing. Need to go out of a different route of differentiation. Some brands are well aware of this, after careful planning, played a beautiful alternative marketing war, so a new term "brand beyond the limit war" emerges as the times require. For non-Olympic sponsors, because of restrictions, they must exceed the limit, brand war is their platform to demonstrate their wisdom and strategy, of course, become the protagonist of the movement. With the minimum cost for maximum benefits, surprise victory, take the road of brand war is bound to emerge suddenly, attract the attention of consumers. This paper focuses on the in-depth analysis of the brand over-limit warfare strategies adopted by different brands in participating in Olympic marketing, and discusses the future road of brand over-limit warfare after the Olympic Games from a prospective perspective.
【學位授予單位】：華東師范大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：F274
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