An Exploratory Study On The Implement Of The Brand Marketing Strategy Of The Chinese Company Based On The Olympic Marketing

The core of the Olympic Marketing is to realize the maximal value of the transmit, spirit, consumption and brand. The 2008 Beijing Olympic game brings an excellent marketing opportunity for the Chinese company brand. So it will be a problem that how to use this opportunity to implement the brand marketing and increase the international competition of our national and the Chinese companies.Based on the tremendous promoted effect for the brand constructing from the Olympic Marketing, this study gives a proposal for the Chinese companies to how to use the Olympic moment to form their brand. This thesis which employs the theory of company management, marketing management, event marketing, relationship marketing, integrated marketing and project management and practice knowledge analyzed the brand marketing strategy of some committal companies, pointed out the insufficiency of the implement process of the Chinese company's brand marketing tactic, and also put forward the intending thinking of this field. The author considers that integrated marketing is the key strategy for constructing an successful company brand. In the actions of the Olympic marketing, the company should make the integrated marketing communication a directed policy and follow it. Also they should take the Olympic games to be a good opportunity and the consumers to be the pith. By reforming the company's behavior and their market behavior, corresponding the different communication forms, building up a uniform objection and communication image, radiating the accordant product information and brand information, the companies can realize the communication with their consumers, establish the product and brand status and improve their brand value effectively.Combined with the core view of the integrated marketing, this thesis brings forward the following strategies: product advantage strategy, long-standing strategy, quick response strategy, originality advertisement strategy, city news strategy, commonweal support strategy. And all these strategies can conformity the five systems as employees, consumers, competition, cooperation and the public in the Olympic marketing process to upgrade the companies and their brand value roundly.