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关于企业营销策略,马化腾说:“奥运会只有20天,但它能帮助整个企业界认识网络广告的作用,世博会也是这样,回报是长期的。而且这次赞助对腾讯要求很复杂,不仅是像赞助奥运会那样从事信息发布工作,还需要建立依靠3D 多媒体技术,腾讯可以展示综合实力。”随着奥运的临近,众多广告主纷纷扎堆体育营销,巨资购买赞助商“门票”、搭奥运顺风车,各种品牌的体育营销类广告铺天盖地。而与庞大的广告投放数量相比,广告新意略显欠缺,简单粗糙的体育营销类广告正在挑战消费者审美疲劳的极限:轮番轰炸只能让人腻烦,同质化现象更令人避之而不及,长此以往营销效果自然会大打折扣。在体育营销概念被轮番热炒的今天,是随波逐流还是以差异化手段应对,互联网恰恰为日益激烈的体育营销“红海”找到了
Regarding corporate marketing strategy, Ma Huateng said: “The Olympic Games only lasts 20 days, but it can help the entire business community understand the role of online advertising. The same is true for the World Expo, the return is long-term. And the sponsorship of the Tencent complex is not only like Sponsor the Olympic Games as engaged in information dissemination work, but also need to establish relying on 3D multimedia technology, Tencent can show the overall strength. ”With the Olympic Games approaching, many advertisers have got together sports marketing, heavily sponsored purchase “ ticket Olympic ride, all kinds of brand sports marketing advertisements overwhelming. And compared with the large number of ads, the advertisement of new slightly lacking, simple and rough sports marketing advertising is challenging the limits of consumer fatigue: turns bombing can only make people tired, homogeneity is even more avoidable Less than the long run the marketing effect will naturally be greatly reduced. The concept of sports marketing is being turned round of stir today, is drifting or differentiated means to deal with, the Internet just for the increasingly fierce sports marketing, ”Red Sea" found