Olympic Sponsoring Market Rules And Chinese Large Enterprise's International Marketing

2008 Olympic Games will be held in China, this offers a rare opportunity for Chinese enterprises to enter the international market through the Olympic Games. Olympic sponsoring marketing has already started since the first modern Olympic Games. The complete commercialization of the Olympic sponsoring stimulates more enterprises to make market system effective marketing in this international platform, emerged successful international enterprise like the Coca-Cola, Samsung.Overseas countries have made many researches about Olympic sponsoring market. However, because it's very short for the Olympic market was studied and paid less attention, that leads to the facts: on the one hand, many enterprises with good hope and enthusiasm don't know how to utilize the market rules to enter Olympic market; On the other hand, although some enterprises have done some attempts in participation of Olympic Games market, because they don't know the participation rules of Olympic market, they put into much but get little.This paper first systematically summarized Olympic sponsoring market rules, then studied how to properly choose and use sponsoring rules for enterprises in Olympic marketing, finally put forward several proposals, offering a reliable reference for enterprises in China to enter the international market through 2008 Olympics even later on.The paper's innovation mainly include: (1) firstly systematically summarize the Olympic sponsoring market rules. I systematically summarize the complete content of the Olympic sponsoring market rules based on the predecessors'research, including Market access rules, property right rules, television broadcasting right rules, assignment rules, competition rules and so on, especially summarize the innovative content of sponsoring market rules since the complete commercialization at Los Angeles Olympic Games in1984,in addition I first try to explain the formation reason of Olympic sponsoring market rules with the game theory. (2) I attempt to study Chinese Enterprises'Olympic marketing behavior from the angle of Olympic sponsoring market rules...