Olympic marketing CAREFUL IN THE SUMMER.docVIP

 PAGE \* MERGEFORMAT 5 Olympic marketing CAREFUL IN THE SUMMER The smoke has not cleared the Olympic Games, on the success of Olympic marketing, gains and losses has already begun uproar. For sponsors, the Olympic marketing has brought himself in the end, what benefits, input and output is directly proportional, I am afraid that they alone can know. China Brand Research Institute August 1 release of ‘2008 Olympic marketing report ‘pointed out that, as of July 21, at 62 Beijing Olympic Games sponsor, 90% of companies in the Olympic marketing has not been the success of Olympic marketing of the huge amount of investment will not be able to obtain a sufficient return, only 10% of the enterprises have scored a better marketing performance. Therefore, the Olympic marketing, can be described as some people happy and some unhappy. In fact, China’s domestic companies, the Olympic marketing is still a new phenomenon, rational thinking, lack of relevant operational experience, coupled with some companies neglect their own status and so on, blindly launched the Olympic Games marketing programs, so I am afraid that this time they lost inevitable. In fact, for the Olympic Games, local enterprises still need CAREFUL IN THE SUMMER. First of all, do the Olympic marketing, enterprises have no such power. Some companies just to see the Olympic Games sponsor to sponsor the Olympic success of hip and side, on the just-do-put on the big Olympic marketing efforts, results, strength of a moral one, organization is not in place, work done run out of steam and eventually fail due effect. Thus, for local SMEs, can not be carried out hastily into the Olympic Games must be aware of their own resources to support the non-support. Second, do Olympic marketing, but also of the market. Olympic project stage, or climax stage, the enterprise’s market is in season or has a ‘blowout’ momentum, that only targeted sponsorship, did not fully take into account the actual situation of their own