The View And Analysis On Olympic Marketing Stategies Of Unofficial Sponsors

As the large-scale events getting more and more attention, the number of enterprises hoping to take the opportunity to attract consumers has increased. However, most enterprises are unable to be the official sponsor due to the exclusiveness and uniqueness of sponsorship of Olympic Games. But they are facing the impact and influence of Olympic equally with the official sponsor, therefore, these enterprises have to participate in the Olympic marketing positively.This article reviews the history of unofficial sponsors'Olympic marketing, combs the fundamental research literature of the domestic and foreign unofficial sponsor'Olympic marketing behavior, and analyzes the motivation of their Olympic marketing; and based on the SCP model, this article discusses about characteristics of unofficial sponsors of Olympics,examines their marketing behavior and market performance under different market structures for the further analysis of the strategies in competition, marketing and controlling to improve Olympic marketing.