从失效广告看奥运营销（Looking at Olympic marketing from ineffective advertisement）.docVIP

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从失效广告看奥运营销（Looking at Olympic marketing from ineffective advertisement）.doc

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从失效广告看奥运营销（Looking at Olympic marketing from ineffective advertisement）

从失效广告看奥运营销（Looking at Olympic marketing from ineffective advertisement） Olympic marketing has been the most exciting event for the China brand, but also many people talked about, the hundred years of the event, so that the number of enterprises for head broken and bleeding. But perhaps the lack of experience, many companies found that the Olympic Games came so fast, it was opened, we found that the preparation is not enough. An enterprise should complete the import of Olympic marketing, generally can be divided into three stages, preparation and propagation time of one to three years before the Olympic Games during the Olympic Games; communication climax; post Olympic marketing consolidation; that the image of the point, let consumers see new games before the Olympics; to make new consumers remember after the Olympic Games; then let the new consumer group to buy. However, not all brands are suitable for Olympic marketing, let alone those small and medium-sized enterprises, probably at the time of the Olympic Games, when the bankruptcy, the Olympic Games may not be as effective as some companies think. According to preliminary statistics, since 80s, all sponsors of the Olympic Games enterprises, more than 40% of enterprises in the main push regional sales growth of more than 20%, but profits have decreased by 20%. This is especially worth thinking about. There are so many levels of enterprise sponsorship in Beijing Olympic Games, including global partners, Chinese partners, sponsors, exclusive suppliers and suppliers. Among them, the global partner of the threshold is about 400 million yuan, Chinese partner threshold is about 200 million yuan, the sponsor is 80 million yuan, the exclusive supplier is 40 million yuan, while the ordinary suppliers also need more than 14 million yuan. As can be seen from here, the light is sponsored, it is not affordable to ordinary enterprises, let alone supporting marketing costs. According to the official data released by the Olympic