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Question

由奥运赞助热看奥运营销之策略
摘 要
奥运营销作为体育营销的一种具体应用，就是借助奥运的巨大载体，把奥林匹克精神融入企业品牌文化之中，“形成与消费者情感上的共鸣”，从而提升消费者对企业品牌和产品的认可度。奥运营销将企业产品与体育相结合，产生的是一种文化，一种与消费者针对体育产生共鸣的情感。企业热衷于奥运营销的根本原因在于看中了媒体“议题设置”的功能，也就是通过媒体连续不断地对事件的报道和关注，提高事件的曝光度，吸引受众的眼球，引起人们的注意。企业若能很好地制定合理的整合营销传播规划、进行恰到的“卡位”、注意赞助栏目的吸引力与关联性、选择合适的战略合作伙伴等，将企业品牌和产品品牌恰到好处地站在公众注意力焦点的边缘，既不喧宾夺主，又巧妙地借用公众视线的余光，便可以使品牌得到更大范围的传播和认同。

关键词：奥运营销 体育营销 议题设置
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Answer 1

From the Olympics sponsor hot see the strategy of the Olympics marketing
Summary
The Olympics marketing is a kind of concrete application of athletics marketing, be ask for help of the Olympics of huge carry a body, integrate the Olympic spirit into the business enterprise brand culture in, "formation and consumer emotion of total Ming", promote a consumer's approbation degree for the business enterprise brand and the product thus.The Olympics marketing combines together business enterprise product and athletics, creation of is the emotion that a kind of culture, 1 kind and consumer aim at the athletics creation total Ming.The business enterprise falls overboard for the basic reason of the Olympics marketing to lie in the function which has a liking for the medium"subject constitution", be also pass medium in a row constantly to affairs of report way and concern, expose of exaltation affairs degree, draw on to be subjected to many eyeballs, cause people's attention.If the business enterprise can nicely draw up a reasonable integration marketing a dissemination a programming and carry on just arrive of"card", attention sponsor the column purpose attraction and connection, choose a suitable strategic etc. of cooperation colleague, stand on public attention focal edge business enterprise brand and the just right ground of the product brand, since don't presumptive guest usurps the role host, and then skillfully use the remaining light of public view, then can make the brand get the dissemination and approbation of larger scope.

Keyword:The Olympics marketing subject of the marketing athletics establish