Application Research On How Enterprise To Proceed Olympic Marketing Through Internet

From 20th century on, there’ s a quick development in Internet, activities related to Internet became more and more, and the influence from Internet are deeper and deeper to all kinds of industries, of course sport field is included. In the meantime, with the development of marketing theory, Internet became a important promotion media and sale channel of sport company and Internet marketing turn into a primary tool to do markeiting activities. As the event 2008 Beijing Olympic Games will be held in China, many enterprise would like to take full use of Olympic elements for their business which became more and more. Therefore, it’s a clear signal to demonstrate their role in Olympic games by doing Olympic marketing through Internet, we called this kind of activity Olympic Internet marketing, in this way more and more move on and join into this team.The reason why enterprise choose Olympic Internet marketing to proceed their marketing activities is not only the strong bussiness value of Olympic games, but also the low cost, quick effective, full coverage and more interactive of Internet marketing, which made these kind of enterprise chose this tool while given up the traditional way, therefore, it’s quite considerable return of a successful Olympic Internet marketing no matter for the sales or branding. Facing this situation, many enterprise proceed quickly without thinking carefully of their own resourece, they just regard this kind of activity as a short term action and didn’t come with their own long term marketing plan, it’s indeed a failed marketing activity.This research use the way of literature summarize, case study and camparison to do analysis between enterprise who cooperate with Olympic organization and one didn’t cooperate with(Take 2008 Beijing Olympic Games for example), finding out their success and issue to set benchmark to other enterprise and provide the countermeasure to avoid the failure. Finaliy, this research give suggestion on how to do good Olympic Internet marketing for enterprise who are willing to do in the future, we hope this research may drive attention of professors in this field focusing on the establishment of Olympic Internet marketing theory, also we hope this may give some good idea and thinking to enterprise who would like to do Olympic Internet marketing and help them to reach their marketing goal.