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2008年北京奥运会已经成为全球瞩目的焦点,各大商家更是将其视为大展拳脚的绝佳良机。但如何对奥运市场做出准确的分析,采取适当的营销理念,以及运用到位的营销策略来充分把握这次的机会,最终获取长期利益,对于中国的企业至关重要。国外的各个跨国企业正虎视眈眈的盯准此次奥运会以进一步占领中国市场,我国企业应充分利用地域优势及文化优势,扩大国内市场的同时进军国际市场。本文将对成功个例进行分析,并结合中国的实际国情,提出适当的营销策略及营销理念,更重要的是如何发展“后奥运经济”。
2008 Beijing Olympic Games has become the world's focus of attention, the major businesses even see it as a great opportunity to flex its muscles. However, it is of crucial importance to Chinese enterprises that how to make an accurate analysis of the Olympic market, adopt appropriate marketing concepts and apply the marketing strategies in place to fully grasp this opportunity and ultimately obtain long-term benefits. Foreign multinationals are eyeing the Olympic Games to further occupy the Chinese market, our enterprises should make full use of geographical advantages and cultural advantages, while expanding the domestic market to enter the international market. This article will analyze the success of the case, combined with China's actual national conditions, put forward appropriate marketing strategies and marketing ideas, more importantly, how to develop the “post-Olympic economy.”