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“缺席”或许是一种理性选择,但也需要一种品牌大格局意识:对远期投资回报的眼光和耐心与2008年北京奥运的中国品牌军团相比,即将开始的伦敦奥运可谓惨淡冷清。联想已经主动放弃顶级赞助商计划,如果没有来自台湾的宏碁和来自北京的水晶石,中国品牌几乎就要绝缘赞助商席位乃至伦敦奥运会了。无独有偶,全球有45亿人次的球迷观看、被称为“比赛水平最高、观赏性最强”的欧洲杯赛事,也与中国品牌没有太大关系。这只能说明一个问题:中国品牌的级别不够,还够不上世界级品牌。有意思的是,尽管无缘本届奥运会,中国企业已经充当着隐形冠军:伦敦奥运会纪念品有65%由中国制造,运动员身上的胸针、啦啦队的队服、体育场的座位……都有中国企业和中国品牌的身影。
“Absent ” may be a rational choice, but it also requires a brand awareness: a long-term return on investment vision and patience compared with the 2008 Beijing Olympic Games Chinese brand army, the upcoming London Olympics can be described as dismal Deserted Lenovo has taken the initiative to abandon the top sponsor program, without the Acer from Taiwan and the crystal stone from Beijing, the Chinese brand will almost insulate the sponsor seats and even the London Olympics. Coincidentally, there are 4.5 billion fans worldwide watch, known as “the highest level of competition, the most enjoyable ” European Cup tournament, but also with the Chinese brand is not much. This only shows one problem: the level of Chinese brands is not enough, but not enough for world-class brands. Interestingly, despite the missed Olympic Games, Chinese enterprises have been invisible champions: 65% of the London Olympic Games souvenirs made in China, athletes who brooches, cheerleaders uniforms, stadium seats ... ... have Chinese enterprises and Chinese brands Figure.