| Beijing's successful bidding for the 2008 Olympic games offers the domesticenterprises a valuable sports marketing platform. The marketing during previous OlympicGames shows that the game has set an excellent stage of success not only for manysports-oriented enterprises such as Adidas and Nike, but also for the non sports-orientedenterprises such as Samsung, Coca Cola, VISA and Kodak.With the 2008 Olympic Games approaching, many non sports-oriented domesticenterprises hope to greatly promote themselves in making use of the Olympic Games. Manyfamous domestic enterprises such as Lenovo, Haier, China Mobile, Yili and Tsingtao Beerhave already signed the contract to become the sponsors for the Olympic Games, desiring afast development by the marketing during the Olympic Games. However, the experience ofdomestic enterprises is not so rich as to know well about how to make full use of sportsresources and evade risks, therefore, it is necessary to make a deep analysis of this topic.After analyzing the significance of the non sports-oriented enterprises participating inthe sports marketing in virtue of the 2008 Olympic Games in the following aspects—brandvalue, media communications, globalization, competing strategies, customer relationshipmanagement and sales volume promotion, this paper puts forward a hierarchical frameworkof systematically participating in sports marketing, namely, the attention economy hierarchybased on abundant media resources, the Brand marketing hierarchy based on sports cultureresources and the integrated marketing communications hierarchy based on the customerexperience. This paper also makes a systematic analysis of several problems concerned, thatis, the marketing linking between enterprises and sports in the initial stage, the ambushmarketing in the middle stage and the implementing of the marketing in the final stage, thusmaking some suggestions on the participating strategies for domestic enterprises, aiming atproviding some constructive revelations for them. |
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