Enterprises With The Olympic Games To Enhance The Brand Value Of The Strategy Study

Beijing Olympic Games is coming soon, pass through more than one century, the Olympic Games ceremonial's fire will be ignited in China. The world's vision, 1300000000 person's dreamsand, the world's attention will come to Beijing. Taking Beijing as the axle center to spread in all directions in China. This time, the Olympic Games marketing's grand feast already started. Actually the Olympic Games marketing has been begun from the moment that Olympic committee President Samaranch has the sound to say "Beijing".Beijing Olympic Games is a grand economical banquet, the Olympic Games economy troika--polymerization effect, the fission effect as well as the radiation effect are appearing one by one. Not only regarding China's enterprise, this is the marketing opportunity which one hundred years to meet, but also is an incomparably huge dissemination stage. But, how to union the Olympic Games elements and the realizations of enterprise's brand , how to complete the Olympic Games marketing, these will be the concerning issue of many enterprises. This article has two broad headings about taking promotion of the brand's value of the enterprises by Olympic Games marketing, namely the Olympic Games marketing strategy and the non-Olympic Games marketing strategy. And it has carried on separately to analyze these two strategies in detail, and proposed the questions which should pay attention to in the concrete operations, trying to provide a reference valuehard strategy for Chinese enterprises.This article's structure divides into five parts:The first chapter is introduction, mainly introduced this article's selected topic background and the significance. And carried on the elaboration of the domestic and foreign related research. It has pointed out this article's research technique and the innovation imposing and difficulty. Finally, it has given this article's terminology limits.The second chapter has made the detailed elaboration of the correlation theories to the enterprise brand value and the Olympic Games marketing, providing the rationale for this article research.The third chapter first analyzed Samsung's rising, it's Olympic Games' strategy as well as it's enlightenment for Chinese enterprises, it indicated the importance of promotion of brand value by Olympic Games marketing. Then, it introduced the Lenovo's development, and has made the contrastive analysis between Samsung and Lenovo Olympic Games course and Beijing Olympic Games strategy. Based on this, used SWOT table analysis method to analyze Lenovo's superiority, inferiority as well as faced opportunity and threat. Second it has made the upholstery for the second major part of the third chapter. The article has analyzed the numerous defeats' reason of Olympic Games marketing in the second major part, taking this as the foundation; it has analyzed the Olympic Games enterprise's Olympic Games marketing strategy choice and the utilization.The fourth chapter has analyzed the non-Olympic Games enterprise's Olympic Games marketing strategy. First introduced the non-Olympic Games enterprise's concept and the correlation theories. Then take the Snow Beer as the example analyzed the non-Olympic Games enterprise's non-Olympic Games marketing strategy choice application, as well as the questions that should pay attention to in marketing.The fifth chapter has carried on the summary to this article.