基于奥运公益活动的XX移动公司市场营销策略-工商管理专业论文.docxVIP

基于奥运公益活动的XX移动公司市场营销策略中文摘要 基于奥运公益活动的XX移动公司市场营销策略 中文摘要 06年中国移动就开始规划新时期的企业文化营销，并相继推出了“正德厚生， 臻于至善”企业核心价值观以及相应的企业社会责任报告。但在传播方面一直摆脱 不了“自我宣传现象，社会认知度低，在本论文中通过对XX移动公司奥运营销 策略的深入分析，可看出奥运营销具体过程能促使客户形成企业文化感知与认同， 这种认同无论在政府层面和社会层面，对XX移动公司未来市场发展都具有重要意 义。 XX移动公司奥运公益活动己投入很多，基于奥运公益活动的市场营销(注：为 便于陈述，本文将基于奥运公益活动的市场营销简称为奥运营销)已成为XX移动 公司目前一项重要的企业行为，但对奥运营销的策略性研究十分缺乏，本文通过对 XX移动公司奥运营销现状分析，探讨引入并开展公益类活动的市场营销相关策略， 研究范围包括奥运营销的市场定位、市场细分、合作伙伴选择、活动宣传等策略等 各个方面。通过本论文的研究，将对XX移动今后的奥运营销或其他公益活动类营 销活动的开展提供营销策略建议。 关键词：市场营销 策略研究策略建议 ABSTRACTChina ABSTRACT China Mobi le has begun the new era of corporate culture since 2006，and have launched the enterpri se’s core values and the corresponding corporate social responsibility report．But in the dissemination has been unable to shake off”self—publicity”phenomenon，social awareness is low，in this paper through the mobi le company XX Olympic marketing strategy in-depth analysiS，we can see the Olympic marketing to specific customers to process a corporate culture Perception and recognition，such recognition both at the government 1evel and community level are of great significance． XX mobile company has invested a lot of public welfare activities on Olympic，based on public welfare activities of the Olympic marketing(Note： In order to facilitate the explaination，the paper will be based on public welfare activities of the OlympiC marketing referred to as the Olympic market ing)has become a XX mobi le company important business．but the Olympic marketing is a lack of strategic studies，the paper moving through the XX Olympic marketing analysiS，and to explore the introduction of public—good type of activities related to marketing strategies，research areas，including Olympic market Positioning，market segmentation，partner selection，promotion activities，such as strategy，and various other aspects．Through this paper，the study will be the future study of Olympic marketing or other public welfare activities like marketing activities undertaken to provide marketing strategy． KEY WORD