A Research On Ambush Marketing Of Li-Ning Brand During Beijing Olympic Games

Modern Olympic Games bring great business opportunities to enterprises globally.The effects of marketing by participating in and making use of the Olympic Games are obvious,especially are seen in the fact that the Olympic official sponsors get unique marketing opportunities.Since the International Olympic Committee is very strict with the qualifications of the Olympic global partners,ordinary corporations cannot become the Olympic Games official sponsors,and therefore can only carry on marketing activities related to Olympic Games as non-official sponsors. In 2008,the 29~th Olympic Games were held in Beijing,during which Li-Ning Company carried out remarkable marketing activities as a non-official sponsor, providing a good case to study.This paper applies methods of literature survey and case study.The author makes a systematic study of research literature on ambush marketing,including research achievements about its concept,history,strategy,ethics,laws,and consumers' attitudes toward it.This paper focuses on the ambush marketing activities and strategies applied by Li-Ning Company during the 2008 Beijing Olympic Games. First,the paper deals with Li- Ning Company's sports marketing before the Beijing Olympic Games.Then,applying SWOT analysis method,reveals the opportunities and threats,advantages and disadvantages,faced by Li-Ning Company in marketing during the Beijing Olympic Games.By analyzing environmental factors and competitor factors related to its ambush marketing during Beijing Olympic Games, this paper reveals the opportunities and threats faced by Li-Ning Company,and by analyzing its own resources,reveals its advantages and disadvantages.Finally,this paper probes into the strategies of ambush marketing activities taken by Li-Ning Company during Beijing Olympic Games,offering a reference for other domestic enterprises in their future possible ambush marketing.