【摘要】： 2008年北京奧運會,是中國的盛會,是世界的盛會,更是體育與廣告的約會。本文以《品牌推廣在體育文化中的實施策略分析》為題,以品牌推廣為出發(fā)點,著重分析其在體育文化中的實施策略。本文運用分析的研究方法,對品牌推廣實施策略中廣告手段的運用,營銷手段的運用等逐一分析,本文的創(chuàng)新點在于品牌推廣手段在各類媒體運用中的探索,提出品牌推廣的非常之道,著重分析新媒體運用策略的實施,對中國當代企業(yè)的品牌升位帶來有益啟示。 品牌是什么?“什么是什么”的問題,是一個形而上的問題,無法用明確的詞語來表達。然而本文的出發(fā)點正是試圖要解釋,什么是品牌。在當今的經(jīng)濟運作中,“品牌”是一個核心詞匯,研究者也不乏其人,但是以往的研究都側(cè)重愁于中國沒有自己的品牌,探索中國品牌國際化之路,紛紛出謀劃策。本文的觀點是,當代中國人,中國企業(yè)家,都很有“品牌意識”,尤其是經(jīng)過2008年北京奧運會,國辦奧運,全民奧運,中國人,中國企業(yè)參與程度之高是前所未有的。中國借此次奧運之機,將自己的國家品牌也很好的推廣給了全世界。2008年8月8日,全球40億人通過電視觀看了北京奧運會的開幕式。國外媒體紛紛對開幕式給予積極評價,稱這是“藝術之美的杰作”,“中華文化的縮影”。有分析人士認為,奧運開幕式是中國做的最大的,最好的廣告。
[Abstract]:Beijing 2008 Olympic Games is a grand event of China, a grand event of the world, but also a dating between sports and advertising. In this paper, the implementation strategy of brand promotion in sports culture is taken as the title and brand promotion as the starting point, and the implementation strategy in sports culture is emphatically analyzed. This article uses the analytical research method, to the brand promotion implementation strategy in the advertisement means use, the marketing means use and so on one by one analysis, this article innovation point lies in the brand promotion means in each kind of media application exploration, This paper puts forward the very way of brand promotion, and analyzes the implementation of new media application strategy, which will bring beneficial enlightenment to the brand promotion of Chinese contemporary enterprises. What's the brand? The question of what is a metaphysical problem that cannot be expressed in explicit terms. However, the starting point of this article is to try to explain what is brand. In today's economic operation, "brand" is a core word, and researchers are not without people, but previous studies have focused on China's lack of its own brand, explore the road to the internationalization of Chinese brands, one after another to give advice. The viewpoint of this paper is that the contemporary Chinese and Chinese entrepreneurs all have "brand consciousness", especially after the 2008 Beijing Olympic Games, the state-owned Olympic Games, the national Olympic Games, the Chinese people, and the Chinese enterprises' participation in the Olympic Games is unprecedented. China took advantage of the Olympics to spread its national brand to the world. On Aug. 8, 2008, 4 billion people watched the opening ceremony of the Beijing Olympics on television. Foreign media have made positive comments on the opening ceremony, calling it a masterpiece of artistic beauty and a microcosm of Chinese culture. Some analysts believe that the Olympic opening ceremony is the largest and best advertising in China.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：F273.2;G80-05

【引證文獻】

相關碩士學位論文 前1條

1 潘蘇;北京奧運會期間的電視體育廣告內(nèi)容形式與策略分析[D];上海體育學院;2010年

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本文編號：2119902