Research On The Brand-marketing Strategies Of Olympic Marketing Enterprises

Whether the Olympic marketing enterprises can successfully use the resourcesthat provided by the Olympic Games to operate their bussiness or not,depends on themarketing strategy which the enterprise take is suitable or not. This article uses theways of literature, case analysis, logical analysis and structured interviews to analysisthe Olympic marketing enterprises’ strategys, and get the conclusion below:Resources can be used by the Olympic marketing enterprises are able to bedevived into:(1)IOC:①TV rights,②Anthem, flag, motto, emblem,③flame andtorch,④the IOC’s ideology,a variety of social activities and their slogans;(2) Olympicorganizing committees:①the theme, the theme song,②Olympics concept,③mascot,④flag, emblem,⑤the Olympic Games,⑥Olympic arts festival and other culturalactivities,⑦Olympic Youth Camp.The strategys that the Olympic marketing enterprises use are:(1)Find the pointthat the Olympic marketing enterprises fit the Olympic movements perfectly,it can bespiritual or material.(2) Fit their own brand positioning and target consumers, andchoose the right sport stars to be the spokesperson to attract consumers.(3)In order tomake the consumers be impressed,choose the most suitable sport stars as thespokesperson who can fully reflect the band’s connotation.(4) Manufacturing theatmosphere that the enterprise is participating in the the Olympic Games before itreally starts, catch the first attention of the audience,and during the Games activelyparticipate in the the event broadcasting program to get the opportunity topublicize.After the Games, followe the Olympic champions to follow-up the Olympicchampions tournament results which can be combined with the products marketing.(5)Make full use of a variety of media channels, in purpose of influence the audience topromote the corporate culture as the core in different phases publicity.Meanwhile, in addition to economic benefits the Olympic marketing enterprisesalso want to enhance the awareness of corporate social responsibility and promote thecorporate culture.Suggestion:(1)Clarify the Olympic marketing resources before sponsorship.(2)According to their own criteria,choose the most appropriate Olympic marketingresources.(3) Attach importance of using the marketing resources of pro-Games andafter the Games.