Researches On Olympic Sponsorship Marketing Of Domestic Enterprises

Beijing had successfully bid for 29th Olympic game and this provides very rare opportunities for Chinese enterprises. Therefore, it is important and meaningful to research on Olympic marketing strategies of domestic enterprises. On the one hand, researches itself means new exploration to sports marketing areas; on the other hand, during the research process we could give referential suggestions and advices on that how Chinese enterprises to carry out Olympic marketing,and this makes dissertation having practical and directive meaning. Whole dissertation is divided into five parts.The first part deals with relative theories of Olympic marketing and is the basis of dissertation. First, we illustrate the sports marketing's Simplified Model of the Consumer-supplier Relationship. Second, we point out that Olympic sponsorship marketing is the core content in the dissertation. Third, we discuss the related contents of sports sponsorship and main structure of Olympic sponsorship.