武汉体育学院学报
武漢體育學院學報
무한체육학원학보
Journal of Wuhan Institute of Physical Education
2006年
12期
50~52
,共null页
奥运会 赞助企业 后续营销 营销策略
奧運會 讚助企業 後續營銷 營銷策略
오운회 찬조기업 후속영소 영소책략
Olympic Games ; enterprise sponsorship ; post-Olympic operation ;operation strategy
奥运赞助营销成败得失的关键在于企业获得赞助权之后如何策划和组织实施后续营销。基于这种观点。笔者提出了赞助企业制定和实施后续营销方案必须遵循的四条原则，即遵循系统性与阶段性相结合、连续性与多样性相结合、公益性与实效性相结合、文化性与同质性相结合的原则，并应精心实施后续推广、积极防范传播风险、坚决打击隐性营销等，以确保营销目标的实现。
奧運讚助營銷成敗得失的關鍵在于企業穫得讚助權之後如何策劃和組織實施後續營銷。基于這種觀點。筆者提齣瞭讚助企業製定和實施後續營銷方案必鬚遵循的四條原則，即遵循繫統性與階段性相結閤、連續性與多樣性相結閤、公益性與實效性相結閤、文化性與同質性相結閤的原則，併應精心實施後續推廣、積極防範傳播風險、堅決打擊隱性營銷等，以確保營銷目標的實現。
오운찬조영소성패득실적관건재우기업획득찬조권지후여하책화화조직실시후속영소。기우저충관점。필자제출료찬조기업제정화실시후속영소방안필수준순적사조원칙，즉준순계통성여계단성상결합、련속성여다양성상결합、공익성여실효성상결합、문화성여동질성상결합적원칙，병응정심실시후속추엄、적겁방범전파풍험、견결타격은성영소등，이학보영소목표적실현。
The suceess and failure of the Olympic sponsorship enterprise marketing lie in how the enterprises plan and operate after they are entitled to sponsor. In this paper, the author puts forth four principles to be followed for the post-Olympic operation for these enterprises. To reach the operation goals, continuity and variety of the operation should be combined. Particular phases of the operation will be taken into consideration. The operation should take non-profitability, feasibility, cultural elements into consideration.
