Olympic Marketing Analysis On China Unicom

The Beijing 2008 Olympic Games is a good opportunity for improving China's economy, and provides a superb opportunity for local enterprises to popularize their brand concepts both at home and abroad. Thus, how to make use of the great business opportunities brought by the Olympic Games to integrate the Olympic spirit with brand concepts of enterprises has become an important topic confronting each enterprise with when it is involved in Olympic marketing. On the other hand, for the first time, the Beijing Olympic Games separates the business varieties of the mobile industry from those of the fixed communications industry in search of partners. It can be said that mobile communications services have been required to rise from a supporter to one of the key links of Olympic operation, and the area of mobile communications has also become the best experimental plot for new technologies and businesses. This thesis takes the relevant Olympic businesses of China Unicom as the object of study, and comprehensively analyzes all aspects of the project: studies the operational environment of the project in accordance with the theory of strategic management, and analyzes the great significance of Olympic marketing to the shaping of the brand of China Unicom on the basis of studying the development trends and features of relevant international businesses and in light of the facts of the telecommunications market at home. Also, it analyzes the situation of the competitors in accordance with the theories of industry competition modes and marketing, works out the strategies of products, prices, brand promotion, popularization and channeling related to the development of relevant Olympic businesses, so as to provide a decision-making basis for the operation of the relevant Olympic businesses of China Unicom.