Research On The Strategies Of Beijing Olympic Marketing Of Lenovo

The Olympic Games are an ideal marketing vehicle to promote the internationalization of enterprises and enhance the international visibility of the brand. In 2008, the 29the Olympic Games was held in Beijing, and the Games provides a valuable platform for the vast number of Chinese enterprises to display themselves to the world. To catch the express train Olympic marketing and enable enterprises to play in the global stage, many Chinese enterprises did their utmost to operate the Olympic marketing. Compared to Athens Olympic Games, the quantity of sponsors in Beijing Olympics was significantly increased; a distinct characteristic is that the number of domestic enterprises occupied more than half. Among these, Lenovo Group was the most prominent one. Not only as it is the first Chinese Olympic TOP partner, but also Lenovo's Olympic marketing was a huge success after a series of integrated marketing activities, and some marketing activities have become the classical cases in the field of sports marketing, such as the torch relay.Through long-term follow-up study to the Olympic marketing strategies of Lenovo, analyzing its success and weaknesses, especially the specific tactics operated in the Beijing Olympic marketing, the paper firstly discusses the connotation of sports sponsorship, sports marketing, and Olympic marketing; secondly the paper reviews the strategic plans, and earnings of Lenovo's Olympic marketing, and analyzes its strategic motives; thirdly, the paper emphasizes on marketing strategies of Lenovo in the Games, and provides a systematic analysis; finally, the paper sums up successful aspects and weaknesses on the Olympic marketing, and finds out some enlightenment to provide useful advice and recommendations for Chinese enterprises to implement Olympic marketing strategies.