后奥运时代,品牌战术与品牌战略的有机统一（In the post Olympic era, the organic unification of brand, tactics and brand strategy）.docVIP

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2017-10-05 发布于河南
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后奥运时代,品牌战术与品牌战略的有机统一（In the post Olympic era, the organic unification of brand, tactics and brand strategy）.doc

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后奥运时代,品牌战术与品牌战略的有机统一（In the post Olympic era, the organic unification of brand, tactics and brand strategy）

后奥运时代,品牌战术与品牌战略的有机统一（In the post Olympic era, the organic unification of brand, tactics and brand strategy） With the Olympics approaching, Haier, Coca-Cola, Adidas, Great Wall Red Wine, Yili, unified Olympic sponsors are in the Olympic marketing efforts to put up a pageantry, with its own brand with the Olympic logo, use the Olympic Games to enhance their brand image. Of course, as non Olympic sponsors of Nike, Lining, Mengniu, Pepsi Cola, snow, KFC, Unilever, TCL, Changhong and other enterprises are also trying to ride the Olympic Games, non Olympic marketing. However, the Olympics, the Olympic Games marketing topic has been close to the end, after December 31, 2008, most of the Beijing Olympic Games sponsor enterprises and non sponsor enterprises will return to the same starting line, the Olympic sponsors brand marketing also returned to the traditional brand marketing track. Therefore, the author believes that the Olympic marketing strategy of the post Olympic era brand will eventually return to the traditional brand marketing strategy. In order to better guide the brand marketing strategy in the post Olympic era, the Olympic marketing is coming to an end, it is necessary for us to summarize the experience of many enterprises from the Olympic marketing activities, through the Olympic marketing experience to guide the Olympic Games after the organic unity of brand marketing brand tactics and brand strategy, so as to realize the comprehensive promotion of brand image. Olympic marketing: comparison of brand strategy and brand tactics Overall, as long as enterprises can become sponsors or suppliers of the Olympic Games, they are in a relatively favorable position in the use of Olympic resources. However, whether the Olympic sponsors can make full use of the Olympic resources, integrate the marketing communication behavior of the brand and enhance the brand image is closely related to the brands Olympic marketing strategy and brand tactics. The effect of Olympic marke