Research On IMC Strategy Of Official Partners Of Beijing 2022 Olympic Winter Games

The development of the Beijing 2022 Olympic and Paralympic Winter Games is still in progress.Currently,the sponsors who have signed up are doing marketing and communication work according to the corresponding rights.Unlike the 2008 Summer Olympics in Beijing,the sponsors of the Beijing 2022 Winter Olympics are facing new situations and characteristics.In particular,many companies in China lack experience in marketing and dissemination of snow sports and events.How do sponsoring companies use winter Olympics? It will be an opportunity to use the relevant theories and principles of integrated marketing communication to carry out the marketing and dissemination of the Winter Olympic Games.The integration of sponsorship equity returns and corporate marketing and communication activities is an urgent problem for the official partners of the nine Beijing Winter Olympic Games.This paper uses literature data transmission,observation method,expert interview method and other methods.Firstly,it reviews the related research on Olympic sponsorship and marketing strategy,focuses on the related research on the integrated marketing communication of the Olympic Games,and summarizes the previous analysis of integrated marketing communication.Then this article introduces the relevant theoretical content of integrated marketing communication,including the integration of marketing communication principles,processes and models,and then introduces the sponsorship value of Beijing 2022 Winter Olympics and the return of corporate equity,and analyzes the Beijing Winter Olympics sponsorship for China.Through the analysis and summary of the status quo of China International Airlines,Anta and Yili sports marketing,combined with the theoretical content of integrated marketing communication,the integrated marketing communication model proposed by relevant scholars and the Olympic integrated marketing communication experience and strategy of Coca-Cola,a mature sponsor of the Olympic Games,Its Olympic integrated marketing communication model.Then,through comparison,we can find out the common problems in the marketing and dissemination of several Olympic sponsors of Beijing 2022 Olympic Winter Games.Finally,combined with the macro environment and challenges faced by the sponsors of China Winter Olympic Games,we propose integrated marketing communication for the sponsors of Beijing Winter Olympic Games.According to the above analysis,the author proposes the winter Olympics integrated marketing communication model for the sponsors of the 2020 Winter Olympic Games in Beijing from the national conditions of China.The model classifies and analyzes the core content of the sponsors of the Winter Olympic Games.The model further refines future work.Beijing 2022 Winter Olympics sponsors need to establish and improve the integrated marketing department of the Winter Olympics as soon as possible,recruit relevant talents,develop and utilize the legacy of the 2008 Olympic Games,and incorporate sports marketing into the medium and long-term development plan of the enterprise;appropriately expand the investment in equity activation and pay attention to relevant sports.Resources,enhance the penetration of marketing communication activities;Olympic integrated marketing communication should penetrate into the high-exposure areas such as film and television,entertainment,and actively carry out content marketing and digital marketing.Promote the deep integration of Olympic concepts,sports resources and sponsoring companies.The Chinese government and the Beijing Olympic Organizing Committee will further promote sports legislation,strengthen the popularization of relevant Olympic knowledge and rules,and resolutely crack down on stealth marketing;in addition,we should actively explore cooperation with various industries and events to provide tax breaks for sponsors of the Winter Olympics or Other policy support;deepen implementation of regional development strategies,set up special zones for special zones and ice and snow,and create investment and development opportunities for enterprises and regions before and after the Winter Olympics.