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随着2008年北京奥运会的临近,国内企业纷纷斥巨资杀入奥运市场。联想集团在北京与国际奥委会签署合作协议,成为第六期国际奥委会全球合作伙伴(简称TOP),这是奥运历史上中国企业首次获此资格。联想将拿出8000万美元用于TOP,等值于6亿多人民币的费用将从2005年到2008年分成四年,陆续支付给国际奥委会。高额的赞助费只是开发奥运市场的入场券之一。要想真正提升品牌形象,至少要有3-5倍于赞助金额的资金用于公关推广、市场活动等,也就是说联想至少要拨出3亿美元的专项经费,否则很难收到良好的效果。
With the approaching of the 2008 Beijing Olympic Games, domestic enterprises have invested heavily in reaching the Olympic market. Lenovo Group signed a cooperation agreement with the International Olympic Committee in Beijing to become the sixth IOC Global Partnership (TOP), which is the first time that Chinese enterprises in the Olympic Games have won this qualification. Lenovo will come up with 80 million US dollars for the TOP, equivalent to more than 600 million yuan cost from 2005 to 2008 will be divided into four years, one after another to pay the International Olympic Committee. High sponsorship fee is only one of the tickets to develop the Olympic market. To truly enhance the brand image, at least 3-5 times the amount of the sponsorship funds for public relations promotion, marketing activities, etc., which means that Lenovo should at least set aside 300 million US dollars of special funds, otherwise it is difficult to receive a good effect.