中国电信以CCTV伦敦奥运会“中国电信天翼3G我在现场”特项为传播基础,结合线下资源,借势发力,通过与CCTV的深度合作,不断探索和创新媒介合作形式,为电信业媒介策略转型提供了新的借鉴。奥运会虽是一项体育盛事,但是对于全球的企业来说,其意义早已经超越了体育本身,它更多的是提供了一个全球性的商业机会。奥运会带来的关注度就是难得的营销契机,在奥运开幕之前无论是赞助商还是非赞助 China Telecom to CCTV London Olympic Games “China Telecom Tianyi 3G I at the scene ” special as the basis for the dissemination, with offline resources, the occasion force, through the depth of cooperation with CCTV, continue to explore and innovate in the form of media cooperation for the telecommunications The transformation of the media strategy provides a new reference. Although the Olympic Games is a sports event, its significance has already surpassed the sports itself for the global enterprises, and it is more about providing a global business opportunity. Attention given by the Olympics is a rare marketing opportunity, both sponsor and non-sponsor before the Olympics