The Study On The Impact Of Oiympic Marketing To The Corporate Branding

Olympic Marketing is an advanced form of sports marketing, the essence is theenterprises cooperate with the International Olympic Committee (IOC)(or the OCOG,Olympic Delegation), to get the corresponding business resources,and realize the increaseof brand equity through the Marketing.On account of the huge influence of the OlympicGames, the brand shaping has a strong booster effect, and also attracted a large number ofdomestic enterprises to participate in.Under the economical globalization tide, Chinese enterprises go abroad to participate inthe international competition, powerful weapon–brands，are necessary. Then, thedomestic enterprises rushing to participate in the Olympic Marketing during BeijingOlympic Games. There were7Beijing2008Partners,7home sponsors,10exclusivesupplier,5suppliers all of the sponsors,and1partner in the TOP program.By2012,therewere only one domestic enterprise to continue its Olympic Marketing, the rest of theenterprises have all quit when the Games were held in London.Investigate its reason, inaddition to the Olympic Games host city for the transfer of the objective reasons besides,the subjective aspect, is the domestic enterprises’ performance of the lack of marketingability, the innovation of marketing mode of ability is not enough.However, the Coca-Colacompany has unique upheld cooperation with the International Olympic Committee,and itsbrand value has been in a leading position in the worldwide. more than ten years.The reason, on one hand, is due to the Olympic Marketing for building strong brands ofenormous contribution, on the other hand, is the Coca-Cola company long-term marketingidea of comprehensive and unique marketing strategy and brand strategy. In this paper，theOlympic Marketing of the Coca-Cola company, combined with its successful experience,analyzes the domestic enterprises to participate in the Olympic Marketing opportunities,and in the light of the problems which puts forward the corresponding solutions.This paper is divided into six parts, according to the order is introduction, researchobjects and research methods, research results and analysis, conclusion and references andgive thanks.The first part introduces the thesis research background and researchsignificance,the second part introduces the research object, and study method.The thirdpart is the main parts of the thesis.The third article firstly discusses the Olympic Marketingand brand building basic theory, then analysis the marketing activities of Coca-Colacompany,and analysis of the Coca-Cola company’s marketing activities.Combined with theactual opportunity to identify Chinese enterprises to participate in the OlympicMarketing,and to identify emerging issues. Facing to the success of the Coca-Cola company by inspirating, puts forward corresponding solutions according to variousproblems at last.The forth part is the summary of the full text, the fifth&sixth parts dividedinto references and words of thanks.