Researches On Strategy Of Chinese Olympic Marketing

Compares to other countries, China's Olympic marketing course is very short, the study of Olympic economy is relatively stagnant, and the systematic study of the Olympic brand has just started. Beijing Olympic Organizing Committee needs to use the Olympics brand to collects enough fund,and to enhances our country's comprehensive national image,improve China's whole economic level.Whether it can help the enterprises who are being in the growth period move toward the world. Our country's Olympic marketing activity mainly has four kind of strategies, they are the national image strategy, the brand promotion strategy, the non-Olympic Games marketing strategy and the sports star advertisement development strategy. And the national image strategy involves to disseminates China's country image initiatively, reduces the western media's misunderstanding; Strengthens propagandizes the Chinese culture essence and integration of the various means of communication. China's local enterprises should take the Olympic concept as the marketing core and display product's superiority and maintains the marketing activity long . Non-Olympic supported enterprises need to realize consumer's emotion contacting and satisfy consumer's experience psychology. Enterprises can also use the sports star advertisement development strategy to carry on the Olympic marketing.In the Olympic marketing activities, the Olympic logo and other resources are the media of marketing activities, the target of marketing is tangible and intangible benefits. The main body of profit is the International Olympic Committee and other Olympic organizations, and include the Olympic host country and the Olympic Games sponsored enterprises.Olympic marketing has three functions: The promotion to the Olympic Committee's development ,the promotion to the host countries and regions, the promotion to enterprises.The international Olympic Games marketing's success lies in always uphold the Olympic spirit and Olympic spirit with the perfect combination of business,and the help of high level specialized sports marketing organizations.Our country's Olympic Games marketing exists many challenges: The commercialization is getting more and more serious; The national Olympic committee's support plan was limited; Enormous prosperous stagnated after Olympic Games ended; Olympic Games' competition results will affect the sports industry market.We should also pay attention to the knitting of global Olympic Games marketing system network and the combination the Olympic marketing with other marketing type.