北京奥运会体育赞助企业的机遇与挑战研究

随着2008年北京奥运会合作伙伴、赞助商及产品供应商的最终确定,如何利用奥运赞助权提高我国企业的竞争力以及奥运权益的市场营销和商业开发随之也成为新的课题.文章讨论了2008年北京奥运会体育赞助商面临提升公司品牌形象、展示和推销新产品新技术、改善公共关系等宝贵机遇,分析了其面对的营销意识滞后、产品信息重合、埋伏营销等方面的严峻挑战,并提出抓住机遇提升实力、提高意识加强营销、创新产品提高竞争力、加强奥运知识产权保护等对策建议.

Opportunities and Challenges of Enterprises Sponsoring the Beijing Olympic Games

After the final determination of partners,sponsors and product suppliers of 2008 Beijing Olympic Games,how to use the sponsor rights to enhance the competitive ability of our enterprises and how to commercially market and develop the sponsor rights and interests have become a new task.The precious opportunities acquired by those sponsors were discussed.They are to promote company brand image,to demonstrate and sell new products and new technology,to improve public relationship.Meanwhile,sponsors have to face the challenges of lagging marketing,overlapping product information and intercepting marketing and so on.It is suggested that the sponsors should grasp the dear chance to energize marketing,innovate product,and protect intellectual property so as to reinforce their strength.