北京奥运营销中的_品牌超限战_.pdfVIP

论 文 摘 要 从2001年北京成功申办奥运会开始，关于奥运、奥运营销的信息、广告战已 经拉长了有8年之久，在消费者日渐审美疲劳的时候，如何在奥运营销的红海中 拔得头筹，需要走出一条与众不同的差异化路线。一些品牌深谙此道，经过缜密 的策划，打出了一场漂亮的另类营销战，于是，一个新兴名词“品牌超限战”应 运而生。 对于非奥运赞助商们而言，因为受限，所以必须超限，品牌超限战是它们展 示自身智慧和策略的平台，理所当然成为这场运动的主角。以最小成本换取最大 收益，出奇制胜，走品牌超限战的道路注定能够异军突起，引起消费者的注意。 本文重点对不同品牌在参与奥运营销中所采取的品牌超限战策略进行深度分析， 并以前瞻的视角探讨奥运会之后品牌超限战的未来之路。 关键词： 北京奥运 奥运营销 非奥运赞助商 品牌超限战 消费者 5 ABSTRACT Since our successful bid to host the Beijing Olympics in 2001, the information about Olympics and Olympic Marketing and the ad war have lasted for eight years. When the consumers feel esthetic weary, the enterprises need to take a variation route which is different from others to pull out the first prize in Olympic Marketing. Some brands are familiar with the way. They make an alternative marketing after meticulous planning. Therefore, a new term called “Brand Warfare beyond Limits” emerged. Speaking of non-Olympic sponsors, they need to break the limit because they are restricted. The brand warfare beyond limits is a platform for them to show their wisdom and strategy. So they naturally become the leading role in this kind of marketing. Their goal is to get the maximum benefit for minimum cost and defeating the enemy by a surprising attack. The enterprises which use the brand warfare beyond limits will definitely attract the consumers and win in the Olympic Marketing. This article will deeply analyze the brand warfare beyond limits which is used by different enterprises in Olympic Marketing. Furthermore, it will discuss the future of the brand warfare beyond limits after Beijing Olympics by a forward looking perspective. KEY WORD: Beijing Olympics, Olympic Marketing, non-Olympic sponsors, brand warfare beyond limits, consumers 6 目 录 一、 研究概述