Research On Olympic Marketing

The successful host of the 29th Olympic Games in Beijing offers Chinese enterprises precious opportunities to develop faster.As a result,Chinese enterprises are provided with an advanced platform to improve their corporate images as well as their reputation.Moreover,many chances come flooding in,which make it PlOSSible for many enterprises to realize their dreams.Since this is the very first host of the Olympic Games for China,Chinese enterprises are still lacking of the Olympic marketing experience and still in their early stages researching into the betterment of marketing plans and advertising campaign.Despite a few enterprises have got impressive achievements due to their appropriate Olympic marketing strategy,most of the Chinese enterprises still can't compete with those worldwide famous enterprises in both the strategic decision-making and the implementation of tactical measures.It is noteworthy that the significant problems which have appeared in the Olympic marketing of Chinese enterprises concerning objective overall self-assessment,short of long-term and systematic Olympic marketing strategy,as well as deficient in well-organized tactical decision-making and implementation.Therefore,adopting Olympic marketing or not becomes an urgent issue for Chinese enterprises,as well as how to make Olympic marketing effective.In order to solve the problems above,this paper starts with two cases-Tsingtao Beer and Snow beer,which are typical of Olympic marketing and non-Olympic marketing,respectively.By analyzing and comparing the two cases,this paper clearly displays the strengths and weaknesses of both Olympic and Non-Olympic marketing strategies,which could be a reference for enterprises.Then,this paper elaborates the status quo of Olympic and Non-Olympic marketing as well as identifying the defects and the relevant causes.Finally,this paper brings out some feasible marketing solutions to both marketing strategies,as well as to post-Olympic marketing.The author hopes to be of some help to the improvement of all the Olympic and Non-Olympic marketing enterprises in China.