搜狐奥运营销案例（Sohu Olympic marketing case）.docVIP

搜狐奥运营销案例（Sohu Olympic marketing case） Olympic marketing has now become an important learning. Enterprises, whether or not they sponsor the Olympic Games, are talking about Olympic marketing; media, the Olympic marketing is also a good topic of selling. But all the legitimate and lawful outside the Olympic marketing unit, can not avoid two problems: the first is the Olympic marketing resources, there is a certain qualification and identity authentication, or that there is a boundary. To the contrary, if there is anyone can plug a flag, claiming to be in the Olympic marketing, the Olympic marketing is so not worth a penny; second is the product design and subsequent investment. Just by the name of the Olympic Games, and without suitable specific products and platforms, Olympic marketing is also a castle in the air. Sohu Olympic marketing case is the most worthy of analysis of all enterprises in Olympic marketing, because its identity is very special. First, Sohu is the only media sponsor of the Olympic Games, which is to use the Olympics to its marketing, and provide marketing platform for other enterprises; second, Sohu as the organizer of the Beijing Olympics official website, also have the official Olympic coverage and show the whole world the 2008 Beijing Olympic Games history mission. Therefore, the identity of Sohu can be said to be both official and neutral media, or enterprises. Such an identity determines its Olympic marketing strategy and tactics will be unusual. If other Olympic sponsors, suppliers and partners are brands that use the Olympic Games to market their products, the Sohu media itself is the product of the games. From this point of view, we can see that the Sohu established in 2004 the Olympic strategy, can be described as far-reaching vision, but also confirms the marketing strategy for enterprises first, not tactical issues. Sohu is the king of resources The so-called resources, in terms of media content, refers to the proximity of the report,