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奥运会是全球体育竞技赛事的最高规格,赛场上竞争激烈,场外的赞助商品牌营销战也一样硝烟烽火。中国品牌相较于在20。8年奥运会的“激进”表现,显得愈发内敛。自TOP以下的五级赞助商中,中国仅仅一家品牌上榜,且只跻身第三级赞助商行列。品牌策略专家李光斗特撰文《从北京到伦敦:奥运营销双城记》,并对此进行了深度剖析。双城记透露出不同国家品牌运作时在定位、最终目标层面上的差异,取舍之间,让“材”、“用”之间的关系立显。大品牌在机遇面前只会锦上添花,就如营销学所谓的“你想成为什么样的品牌,你就和什么样的品牌在一起”!
The Olympic Games are the highest standards of the global sports competitions. The competitions on the competition are fierce. The off-market sponsor brand marketing war is also the same. Compared with the “radical” performance of the 20.8 years of Olympic Games, Chinese brands appear to be increasingly restrained. Among the top five sponsors under TOP, only one brand in China is listed on the list and only ranks among the third-tier sponsors. Brand Strategy expert Lee Kwang Doo special article “From Beijing to London: Olympic City Shuangcheng Kee,” and conducted an in-depth analysis. Shuangcheng Kee revealed the different countries in the operation of the brand positioning, the ultimate goal of the difference between the level of choice, so that “material ”, “use ” the relationship between the obvious. Big brands will only icing on the cake in front of the opportunity, as marketing so-called “What brand do you want to be, what kind of brand you are with ”!