Olympic Marketing War- Erie Mengniu PK.docVIP

Olympic Marketing War: Erie Mengniu PK Ely scored 20.08 million yuan CCTV Olympic Games opening and closing ceremonies ad ‘first place’, the new round of dairy enterprise Olympic marketing war has become unavoidable. From a marketing point of view, the Olympics is only a relatively grand scale and impact of sporting events, so this type of marketing should be referred to as ‘event marketing’. ‘Event marketing’ in the international community is also called ‘guerrilla marketing’, and its most prominent feature is the ‘skillfully deflected the question’. There are a number of marketing organizations from the perspective of their own interests to consider, more willing to call it ‘sports marketing’. However, no matter what you put into it, the key is to see whether the corporate strategy development needs. Currently many Chinese enterprises to Olympic marketing tactics as needed, which in fact is the biggest misunderstanding. Yili and Mengniu original dairy are likely to become the exclusive sponsor of the Beijing Olympic Games, finally made it eligible for Erie. If for example, from a strategic point of view: two woman want to marry a male, only one will become the bride, as an alternative for other people it is best to choose to love or ‘mistress’ are worst. Non-Olympic sponsors have been destined to lose from a strategic corporate sponsors, regardless of whether what tactics to try to restore the defeat, it is impossible, on the contrary the more frustrating the more you love yourself playing, ‘mistress’ like an embarrassing role. Since the Olympic marketing is the ‘event marketing’, then the market will only make the Olympic corporate sponsors to obtain initial victory, rather than a decisive victory, but according to our statistical data, in the past corporate sponsors to sponsor the Olympic Games did not achieve the desired goals and objectives of the ratio is 1 : 9; From this point of view, there is no qualification to obtain sponsorship is not necessarily