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A Research On Marketing Tactics Of 2008 Olympic Games

Posted on:2006-06-05Degree:MasterType:Thesis
Country:ChinaCandidate:J HuangFull Text:PDF
GTID:2166360155455409Subject:Humanities and sociology
Abstract/Summary:PDF Full Text Request
It is well-known that Beijing has bidden for 2008 Olympic Games successfully. There is no doubt that it will bring China and Beijing unprecedented opportunities and great economic results. Since in the middle of the eighties in the 20 centuries, the International Olympic Committee had reformed the operating models of Olympic Games. By using commercial mechanism and carrying out marketing tactics, the economic values of Olympic Games had explored dramatically. Therefore, marketing tactics will be one of the most important and difficult tasks of 2008 Olympic Games.This paper uses methods of documentary, investigation, mathematical statistics, and comparative methods. Based on the theory of marketing composition which is composed of product, price, place and promotion four factors, the author made analysis on every specific marketing factors of Olympic Games and the main problems we will face with in 2008 Olympic Games. Through drawing experiences and lessons from previous Olympic Games, some suggestions of marketing tactics of Olympic Games will be put forwards.The focal point of this subject lies in specifying and analyzing every marketing factors of Olympic Games. Besides it, the difficult point of this subject is the problems we will face with in 2008 Olympic Games.The results of researches show that the problems of marketing work in China include the exploited income of sports resources are poor; television relay in China is monopolized; the laws and the management of sports lottery are not mature; the level of sports sponsorship in china is not high; the competitiveness of most of the national enterprises are poor; the inflatable rate in china is not stable; the middle organization between national and international market are weak; methods of promotion are single and there is a little connection with media such as advertisement. Suggestions put forwards to the 2008 Olympic Games are developing sports lottery markets; the government should take some measures to support sports sponsorship; two factors which are the demanding elasticity of Olympic products are high and the different demands of different consumers should be concerned when deciding the prices of the Olympic products; enhancing the competitiveness of national enterprises; fostering middle areas between national and international market; the promotion methods should be new, all-round and by means of mass media and so on.
Keywords/Search Tags:Olympic Games, marketing, marketing composition, product, price, place, promotion, marketing tactics, suggestion
PDF Full Text Request
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