大多数赞助商都将奥运当成自己扩张的好机会,在渠道、产品、技术、终端上发力,却忽略了与奥运精神的契合,没有借助奥运这一载体,更好地与消费者等相关群体互动。在国内企业纷纷借力奥运开展营销的背后,隐藏着业界对营销结果的担忧。有业内人士分析称,以往企业进行奥运营销,往往只在渠道、产品和终端上进行布局,忽略了与消费者互动,赔本赚吆喝的现象普遍存在。实际上,不管是在传统媒体投放广告,亦或是通过 Most sponsors regard the Olympic Games as a good opportunity for their expansion. They exert their power in channels, products, technologies and terminals but neglect their cooperation with the Olympic spirit. They do not make use of this carrier of Olympics to better connect with consumers and other relevant groups interactive. In the domestic enterprises have leveraging the Olympic marketing, hidden behind the industry’s concerns about the marketing results. Analysis of the industry said that in the past enterprises to carry out the Olympic marketing, often only in the channels, products and terminals for layout, ignoring the interaction with consumers, loss of profits earned widespread prevalence. In fact, whether in the traditional media advertising, or through