Theory And Practice Of The Olympic Marketing Strategy Research

Marketing activities of the modern Olympic games could be traced back to the fist Olympicgames in 1896. Until 1984 their marketing changed occasionally. Although some marketing actionshappened, basically they were sporadic and disordered during this period. After 1984, theOlympic games were endowed with commercial natures, therefore, the International OlympicCommittee (IOC) and the Organizing Committee of the Olympic Games (OCOG) devoted all theirattentions to the huge machine, the Olympic games. The dissertation, by means of Marketing, Brand Marketing and Games theory, based on thesummary and conclusion, puts forward the assumption of 4PC brand interacted marketing of theOlympic games. Furthermore, based on such assumption, by the retrospect to the marketing historyof the Olympic games, especially after 1984, conducted by IOC, some marketing strategies arecome up with. The conclusions are as follows. the marketing of the Olympic games is a unique marketing system. It is not perfect onlyfrom the points of 4P and 4C. IOC and OCOG and sponsors involved should assume overall situationaccording to 4PC brand interacted marketing theory of the Olympic games marketing. They canget what they want in "interacted games". the TV broadcast and TOP are the two main partsin the marketing of the Olympic games. Whether IOC or OCOG plays a vital role in the marketingpractice. the means of marketing of OCOG are very fruitful, the countries around the worldshould determine marketing strategies adapted to the times features according to their owncharacteristics. the Olympic games play a special role in enterprise marketing. Bothopportunities and risks coexist in the enterprise marketing of the Olympic games. a lot of issues have arisen in the marketing of the Olympic games in China at present.The enterprises must envisage the above issues, and had better solve them earlier, otherwise,there is no hope for the enterprises to succeed in the marketing from the Olympic games. The 2008' OCOG should conduct marketing severely according to the three ideas "GreenOlympics, High-tech Olympics and People's Olympics", should enhance law force to ensure thatOlympic knowledge property right can be protected, should establish national marketingstrategies of the Olympic games, should take advantage of the various fund-raising methodsto solve the problems that fundamental constructions bring to the Olympic games, should savethe expenses and strengthen financial supervision lest the Olympic games become the bribedtool. The enterprises should improve their consciousness of the Olympic sponsorship, shouldestablish "overall marketing " concept, and do well in survey and research, should preparethe adapted funds to participate, should willingly publicize and establish sustainable sponsormodel combined the sponsorship of the Olympic games and those of the others.