Olympic National Brand Integrated Marketin Communications Research

Sports Sponsorship in China has been an unprecedented development, sponsorship of sports is not only a substantial increase in the number of enterprises, the total value of sports sponsorship industry has been hit a new high. China's national brands use the Beijing Olympics in 2008 that a special sports events, and achieved very good results. Dissemination of the Olympic Games as a special marketing promotion tools and marketing communications tools to enhance sponsorship in brand awareness, build brand image and influence consumer attitudes and buying behavior, etc. has an unusual role. In this paper, the Olympic Games to Chinese enterprises for integrated marketing communication research, integrated marketing communication for the Olympic Games sponsorship, advertising, public relations research in three areas, for Chinese enterprises sponsored by the sports marketing practice and decision-making and provide a theoretical reference.