During The London Olympics,Li Ning,New Media And Strategic Analysis

Compared with the2008Beijing Olympics, a new feature of the2012London Olympics is the new media shine. In2008-2012four years, the rapid development of new media in the world of dizzying.2000Sydney Olympics Internet has just started, the2004Athens Olympics smartphone is still brewing in the2008Beijing Olympics new media development is only a "Lotus Just Buds" until the2010Winter Olympics in Vancouver, New Media spread started small test chopper.Compared with traditional media age, the new media age spread undergone dramatic changes, first spread a diversified body, unlike traditional media pass and recipient of clear boundaries, the new media environment, everyone can become information the publisher and the recipient, and the recipient who pass the boundaries become blurred; while passing by the relationship between the displacement happened,"Biography hub theory" is broken, Chuan Chuan affected by the relationship between the performance of the main multi-directional interaction and dialogue relying on technology development and communication needs of the audience increased communication channels have become more diverse and segmented, the first portal appears stable development, social media platforms, wireless end media platform communication channels; equality narrative on appeared and matured; with the development of third-party monitoring technology, the new media age, the effect can be spread through specific data evaluation. When the2012London Olympics, adding new media netizens, the development of mobile Internet and the new pattern, new changes in social media have made highlights the value of new media marketing.This paper attempts to use4P marketing model "3P+Integrated Marketing Communications" revisionist view, analyze Li Ning was founded more than twenty years of development stage, the pressure Lininglundui Olympics product, price, and changes made to face, collation and analysis during the integration of new media phenomenon Lininglundun Olympic marketing communication, trying to give during the London2012Olympic Games, Li Ning’s new media integrated marketing strategy, integrated marketing communications discovering new media highlights, and tap new media integrated marketing communications shortcomings, sporting goods business for our body event marketing new media integrated marketing strategy modest contribution to the force.