论非奥运赞助商的奥运营销

On the Olympic Marketing of Non-Olympic Sponsors

投稿时间：2007-10-26

DOI：

英文关键词:sponsorship non-Olympic marketing

基金项目:

作者	单位
鲍明晓	国家体育总局体育科学研究所

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中文摘要:

与奥运赞助商“卡位”难、“成功卡位：更难相比，非奥运赞助商取得了难得的“冲抢”奥运营销平台，分享奥运营销机遇的机会。非奥运赞助商开展奥运营销，可具体方法有：广告突击法、活动夺势法和广告突击+活动夺势组合运用法。

英文摘要:

Compared with the difficulties of the Olympic sponsors in defining their right positions, the non-Olympic sponsors have got the chance of competing for the platform of Olympic marketing and sharing the opportunity of Olympic marketing. The methods for the non-Olympic sponsors in Olympic marketing are: sudden attack of advertisements; gaining momentum with activities and the combination of the both.

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