耐克品牌北京奧運(yùn)會(huì)廣告?zhèn)鞑パ芯?/H1>
發(fā)布時(shí)間：2018-06-01 07:47
本文選題：耐克 + 北京奧運(yùn)會(huì)��； 參考：《成都體育學(xué)院》2013年碩士論文
【摘要】：眾所周知，每四年一屆的奧運(yùn)會(huì)對(duì)于世界各大體育品牌公司而言，就是一場(chǎng)豪門(mén)盛宴，，可以說(shuō)，誰(shuí)的品牌贏得更高的關(guān)注度，誰(shuí)將占據(jù)直到下一屆奧運(yùn)會(huì)舉辦期間的體育用品市場(chǎng)。2008年，奧運(yùn)圣火第一次來(lái)到中國(guó)，這個(gè)擁有世界第一人口的大國(guó)，由此帶來(lái)的巨大市場(chǎng)購(gòu)買(mǎi)力，對(duì)于任何一家體育品牌公司都充滿了誘惑，北京奧運(yùn)會(huì)正是為他們提供了通過(guò)廣告?zhèn)鞑ラ_(kāi)拓中國(guó)市場(chǎng)的新契機(jī)。 雖然耐克不是奧運(yùn)會(huì)官方贊助商，但是作為較早來(lái)到中國(guó)的國(guó)際體育品牌，當(dāng)然不會(huì)輕易放過(guò)這次機(jī)會(huì)。耐克公司最大的競(jìng)爭(zhēng)對(duì)手阿迪達(dá)斯公司作為官方贊助商，推出了戛納廣告節(jié)的獲獎(jiǎng)作品“一起2008，沒(méi)有不可能”，主要圍繞這一主題進(jìn)行廣告?zhèn)鞑�。而耐克公司為北京奧運(yùn)會(huì)策劃了一場(chǎng)獨(dú)具匠心的廣告運(yùn)動(dòng)，“放膽做”、“練到贏”、“我是誰(shuí)”、“比賽第一”四個(gè)階段逐步遞進(jìn)，像一部制作精良的電視連續(xù)劇，一環(huán)緊扣一環(huán)，牢牢抓住受眾的視線，即使面對(duì)代言人劉翔退賽的危機(jī)事件，也能迅速調(diào)整，對(duì)整體的廣告?zhèn)鞑セ顒?dòng)沒(méi)有產(chǎn)生任何影響，最后用“回到起跑線”一則廣告，既總結(jié)了本屆奧運(yùn)會(huì)的廣告?zhèn)鞑セ顒?dòng)，也可作為下一屆在倫敦舉辦的奧運(yùn)會(huì)廣告?zhèn)鞑セ顒?dòng)的開(kāi)端。通過(guò)對(duì)比不難看出，雖然阿迪達(dá)斯公司的廣告是大手筆制作，藝術(shù)價(jià)值頗高，但耐克公司的廣告?zhèn)鞑セ顒?dòng)層層遞進(jìn)，內(nèi)容豐富多彩，更讓受眾印象深刻。 綜上，本選題從耐克公司在北京奧運(yùn)會(huì)期間廣告的傳播策略出發(fā)，通過(guò)檢視其在國(guó)內(nèi)主流體育專(zhuān)業(yè)報(bào)紙《體壇周報(bào)》和主流電視媒體上投放的廣告進(jìn)行分析，以及與競(jìng)爭(zhēng)對(duì)手阿迪達(dá)斯公司之間廣告?zhèn)鞑サ膶?duì)比研究，對(duì)我國(guó)的體育品牌如何借助大型體育賽事進(jìn)行廣告?zhèn)鞑ズ推放茋?guó)際化傳播提出一些探討。
[Abstract]:As we all know, the Olympic Games every four years is a feast for the major sports brand companies in the world. It can be said that whose brand has won a higher degree of attention. Who will occupy the sporting goods market until the next Olympic Games. In 2008, the Olympic flame first came to China, the country with the largest population in the world, and the resulting huge market purchasing power. For any sports brand company, the Beijing Olympics offer them a new opportunity to open up the Chinese market through advertising, although Nike is not an official sponsor of the Games. But as the international sports brand that came to China earlier, certainly won't pass this opportunity easily. Nike's biggest rival, Adidas, as an official sponsor, launched the award-winning Cannes Advertising Festival, "together 2008, not impossible," focusing on the subject. And Nike has planned a unique advertising campaign for the Beijing Olympic Games, "bravely doing," practicing to win, "who am I," and "the first of the four stages of the competition," like a well-produced television series. One link, and one link, firmly catch the attention of the audience. Even in the face of the crisis of spokesperson Liu Xiang's withdrawal from the race, it can also be adjusted quickly, without any impact on the overall advertising dissemination activities. Finally, an advertisement is used to "get back to the starting line." It summarizes the advertising activities of the Olympic Games, and it can also be used as the beginning of the next Olympic advertising campaign in London. It is not difficult to see from the comparison that although the advertising of Adidas is produced in a big way and the artistic value is quite high, Nike's advertising dissemination activities are progressive, rich and colorful, and even more impressive to the audience. Starting from the advertising strategy of Nike during the Beijing Olympic Games, this paper analyzes the advertisements placed by Nike in the mainstream sports professional newspaper, Sports Weekly, and the mainstream television media. As well as the comparative study of advertising communication between rival Adidas Company, this paper puts forward some discussions on how Chinese sports brands carry out advertising communication and brand international communication with the help of large-scale sports events.
【學(xué)位授予單位】：成都體育學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：G80-05;F713.8
【參考文獻(xiàn)】
相關(guān)期刊論文 前8條
1 ;耐克與阿迪達(dá)斯的角逐[J];北京農(nóng)業(yè);2008年29期
2 趙偉東;論廣告?zhèn)鞑サ娜N策略[J];商業(yè)研究;2005年12期
3 許廣聲;;361°的營(yíng)銷(xiāo)新視角[J];大經(jīng)貿(mào);2008年08期
4 何強(qiáng);我國(guó)體育廣告發(fā)展現(xiàn)狀研究[J];河北體育學(xué)院學(xué)報(bào);2004年02期
5 廖云;試論廣告的品牌策略——耐克廣告給我們的啟示[J];湖北民族學(xué)院學(xué)報(bào)(哲學(xué)社會(huì)科學(xué)版);2004年05期
6 胡飛燕;;從耐克品牌模式看我國(guó)體育用品品牌經(jīng)營(yíng)的借鑒與創(chuàng)新[J];體育與科學(xué);2006年06期
7 李思屈;廣告的傳播學(xué)性質(zhì)與廣告符號(hào)[J];西南民族學(xué)院學(xué)報(bào)(哲學(xué)社會(huì)科學(xué)版);2000年02期
8 黨東耀;;從北京奧運(yùn)看當(dāng)代廣告的價(jià)值演變[J];新聞愛(ài)好者;2008年10期
本文編號(hào)：1963426
本文鏈接：http://sikaile.net/wenyilunwen/guanggaoshejilunwen/1963426.html
本文選題：耐克 + 北京奧運(yùn)會(huì)��； 參考：《成都體育學(xué)院》2013年碩士論文
【摘要】：眾所周知，每四年一屆的奧運(yùn)會(huì)對(duì)于世界各大體育品牌公司而言，就是一場(chǎng)豪門(mén)盛宴，，可以說(shuō)，誰(shuí)的品牌贏得更高的關(guān)注度，誰(shuí)將占據(jù)直到下一屆奧運(yùn)會(huì)舉辦期間的體育用品市場(chǎng)。2008年，奧運(yùn)圣火第一次來(lái)到中國(guó)，這個(gè)擁有世界第一人口的大國(guó)，由此帶來(lái)的巨大市場(chǎng)購(gòu)買(mǎi)力，對(duì)于任何一家體育品牌公司都充滿了誘惑，北京奧運(yùn)會(huì)正是為他們提供了通過(guò)廣告?zhèn)鞑ラ_(kāi)拓中國(guó)市場(chǎng)的新契機(jī)。 雖然耐克不是奧運(yùn)會(huì)官方贊助商，但是作為較早來(lái)到中國(guó)的國(guó)際體育品牌，當(dāng)然不會(huì)輕易放過(guò)這次機(jī)會(huì)。耐克公司最大的競(jìng)爭(zhēng)對(duì)手阿迪達(dá)斯公司作為官方贊助商，推出了戛納廣告節(jié)的獲獎(jiǎng)作品“一起2008，沒(méi)有不可能”，主要圍繞這一主題進(jìn)行廣告?zhèn)鞑�。而耐克公司為北京奧運(yùn)會(huì)策劃了一場(chǎng)獨(dú)具匠心的廣告運(yùn)動(dòng)，“放膽做”、“練到贏”、“我是誰(shuí)”、“比賽第一”四個(gè)階段逐步遞進(jìn)，像一部制作精良的電視連續(xù)劇，一環(huán)緊扣一環(huán)，牢牢抓住受眾的視線，即使面對(duì)代言人劉翔退賽的危機(jī)事件，也能迅速調(diào)整，對(duì)整體的廣告?zhèn)鞑セ顒?dòng)沒(méi)有產(chǎn)生任何影響，最后用“回到起跑線”一則廣告，既總結(jié)了本屆奧運(yùn)會(huì)的廣告?zhèn)鞑セ顒?dòng)，也可作為下一屆在倫敦舉辦的奧運(yùn)會(huì)廣告?zhèn)鞑セ顒?dòng)的開(kāi)端。通過(guò)對(duì)比不難看出，雖然阿迪達(dá)斯公司的廣告是大手筆制作，藝術(shù)價(jià)值頗高，但耐克公司的廣告?zhèn)鞑セ顒?dòng)層層遞進(jìn)，內(nèi)容豐富多彩，更讓受眾印象深刻。 綜上，本選題從耐克公司在北京奧運(yùn)會(huì)期間廣告的傳播策略出發(fā)，通過(guò)檢視其在國(guó)內(nèi)主流體育專(zhuān)業(yè)報(bào)紙《體壇周報(bào)》和主流電視媒體上投放的廣告進(jìn)行分析，以及與競(jìng)爭(zhēng)對(duì)手阿迪達(dá)斯公司之間廣告?zhèn)鞑サ膶?duì)比研究，對(duì)我國(guó)的體育品牌如何借助大型體育賽事進(jìn)行廣告?zhèn)鞑ズ推放茋?guó)際化傳播提出一些探討。
[Abstract]:As we all know, the Olympic Games every four years is a feast for the major sports brand companies in the world. It can be said that whose brand has won a higher degree of attention. Who will occupy the sporting goods market until the next Olympic Games. In 2008, the Olympic flame first came to China, the country with the largest population in the world, and the resulting huge market purchasing power. For any sports brand company, the Beijing Olympics offer them a new opportunity to open up the Chinese market through advertising, although Nike is not an official sponsor of the Games. But as the international sports brand that came to China earlier, certainly won't pass this opportunity easily. Nike's biggest rival, Adidas, as an official sponsor, launched the award-winning Cannes Advertising Festival, "together 2008, not impossible," focusing on the subject. And Nike has planned a unique advertising campaign for the Beijing Olympic Games, "bravely doing," practicing to win, "who am I," and "the first of the four stages of the competition," like a well-produced television series. One link, and one link, firmly catch the attention of the audience. Even in the face of the crisis of spokesperson Liu Xiang's withdrawal from the race, it can also be adjusted quickly, without any impact on the overall advertising dissemination activities. Finally, an advertisement is used to "get back to the starting line." It summarizes the advertising activities of the Olympic Games, and it can also be used as the beginning of the next Olympic advertising campaign in London. It is not difficult to see from the comparison that although the advertising of Adidas is produced in a big way and the artistic value is quite high, Nike's advertising dissemination activities are progressive, rich and colorful, and even more impressive to the audience. Starting from the advertising strategy of Nike during the Beijing Olympic Games, this paper analyzes the advertisements placed by Nike in the mainstream sports professional newspaper, Sports Weekly, and the mainstream television media. As well as the comparative study of advertising communication between rival Adidas Company, this paper puts forward some discussions on how Chinese sports brands carry out advertising communication and brand international communication with the help of large-scale sports events.
【學(xué)位授予單位】：成都體育學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：G80-05;F713.8
【參考文獻(xiàn)】
相關(guān)期刊論文 前8條
1 ;耐克與阿迪達(dá)斯的角逐[J];北京農(nóng)業(yè);2008年29期
2 趙偉東;論廣告?zhèn)鞑サ娜N策略[J];商業(yè)研究;2005年12期
3 許廣聲;;361°的營(yíng)銷(xiāo)新視角[J];大經(jīng)貿(mào);2008年08期
4 何強(qiáng);我國(guó)體育廣告發(fā)展現(xiàn)狀研究[J];河北體育學(xué)院學(xué)報(bào);2004年02期
5 廖云;試論廣告的品牌策略——耐克廣告給我們的啟示[J];湖北民族學(xué)院學(xué)報(bào)(哲學(xué)社會(huì)科學(xué)版);2004年05期
6 胡飛燕;;從耐克品牌模式看我國(guó)體育用品品牌經(jīng)營(yíng)的借鑒與創(chuàng)新[J];體育與科學(xué);2006年06期
7 李思屈;廣告的傳播學(xué)性質(zhì)與廣告符號(hào)[J];西南民族學(xué)院學(xué)報(bào)(哲學(xué)社會(huì)科學(xué)版);2000年02期
8 黨東耀;;從北京奧運(yùn)看當(dāng)代廣告的價(jià)值演變[J];新聞愛(ài)好者;2008年10期
本文編號(hào)：1963426
本文鏈接：http://sikaile.net/wenyilunwen/guanggaoshejilunwen/1963426.html
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