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2006年1月11日,在搜狐网举办的″2006新视角论坛:奥运中国论坛″上,中国市场学会营销专家委员会秘书长、北大薛旭教授发布了中国市场学会营销专家委员会完成的《奥运赞助权开发战略研究报告》。这个报告,研究了过去二十年间,五百多个赞助商的营销案例,结合体育营销的理论,以及企业组织管理学的理论,推出了全球成功奥运赞助商的五大标准和奥运赞助权的开发路线图,引起了到会嘉宾的强烈反响。现将该报告的主要内容刊发如下,供读者参考。
On January 11, 2006, at “2006 New Perspective Forum: Olympic Forum in China” organized by Sohu.com, Prof. Xue Xu, secretary general of China Marketing Association Marketing Committee, and Peking University Professor Xue Xu released the “Olympic Sponsorship” completed by Marketing Association of China Market Association Right to develop strategy research report. " This report examines the marketing cases of more than 500 sponsors over the past two decades. Combining the theories of sports marketing and the theory of organizational management, the report presents the development of the five major global success Olympic sponsors and the Olympic sponsorship Road map, has aroused strong repercussions to the guests. Now the main content of the report is published below, for readers reference.