如何成功运作奥运营销（How to successfully operate Olympic marketing）.docVIP

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如何成功运作奥运营销（How to successfully operate Olympic marketing）.doc

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如何成功运作奥运营销（How to successfully operate Olympic marketing）

如何成功运作奥运营销（How to successfully operate Olympic marketing） The Olympic Games is the largest and most influential sporting event of human society, which has attracted worldwide attention. The modern Olympic Games from the date of birth and marketing the indissoluble bound, the Olympic Games through a combination of marketing and the Olympics is not perfect, but also show the sports event of human economic, social and cultural event. Business is pervasive, so the Olympic Games must be a business mix. In fact, the vast majority of enterprises from the Olympic marketing has brought substantial returns, which is obvious, obvious to all. The 1996 Atlanta Olympics, Coca-Colas earnings soared 21%, to $967 million, so that the Olympic Games are the industry jokes and known as the Coca-Cola Olympic Games, the world is a sea of red. Samsung plans to join TOP, communication products increased from $3 billion 900 million in 1998 to $5 billion 200 million in 1999, the 2000 Sydney Olympic Games after the end of the first year of Samsung communications product sales increased by 44%; Samsung brand recognition also increased from 5% to 16.2%. The year before the Sydney Olympics in Sydney, overseas VISA card holders grew 23% in Australia, reaching $1 billion 550 million, and VISA was making a pot full! However, this piece of meat, really get the expected benefits from the few, in addition to the marketing of doing fine of the enterprise, a considerable part of corporate sponsorship is holding a field, the huge sponsorship fee cast, input and output is not proportional to. According to statistics, the normal marketing can enhance the brand value of $100 million in 1%, the Olympic Games marketing can increase 3%, which is 3% of the average value is in fact a large part is due to some benchmark enterprise 5%, 10%, 12%, a considerable part of the corporate brand and brand value is the Olympic games! Then, how does the benchmarking enterprise do, so that they get do fine reputation, and ma