Internationalization Of Enterprise Marketing From The Perspective Of Olympic Diplomacy

In March 2017,the Marketing Development Department of the Beijing Organizing Committee for the Winter Olympics Games(BOCOG)officially launched the Olympic official partnership solicitation activity,which indicates that a new round of Olympic sponsorship marketing has begun.Although it has been 10 years since the successful hosting of the 2008 Beijing Olympic Games,there are still many places worth learning and reference for the 2022 Winter Olympic Organizing Committee in terms of market development and organizational management.Among them,for potential sponsors who want to sponsor the 2022 Winter Olympic Games,the most important thing is to understand the market development process of the City Olympic Organizing Committee and the rules of Olympic sponsorship market rights and interests.At present,the research on the Olympic sponsorship market mainly focuses on the economic impact of the host city and the survival of the Olympic heritage,and the sponsorship marketing behavior of sponsoring enterprises is limited to the perspective of management and communication.From the perspective of Olympic diplomacy and close cooperation between BOCOG and sponsoring enterprises,the significance of this study is to analyze the process of market development of BOCOG and how to provide an Olympic marketing platform for enterprises in order to attract more sponsorship funds and optimize the media.At the same time,it analyses how Olympic sponsoring enterprises can make full use of their sponsorship rights and interests to carry out sponsorship marketing.In this paper,the first chapter elaborates the history of the commercialization of Olympic diplomacy,and defines the concept of the commercialization of Olympic diplomacy.The first section discusses how sponsoring enterprises and host cities can gain the dominant position in the Olympic commercial and diplomatic arena,and occupy a pivotal position in the process of commercialization of the Olympic Games.The second section summarizes the development process of the commercialization of the Olympic Games,and divides it into the ideology of sponsorship and the degree of commercial development by the Organizing Committee of the Olympic Games.From 1896 to 2016,the Olympic Games were divided into four stages,from rejection of commercial activities to close contact with commercial activities,and the status of commercial activities in the Olympic Games has undergone a qualitative change.With the development of Olympic business,corporate sponsorship marketing has gradually evolved from individual free donation to purposeful and rewarding sponsorship,until the large-scale sports sponsorship marketing activities of the 1984 Los Angeles Olympic Games appeared.By reviewing and sorting out the definitions of sponsored marketing in various academic literature,we can summarize the definitions of sponsored marketing into five types:source definition,exchange theory definition,association definition,teleology definition and media theory definition.The second chapter of this paper focuses on the analysis of the market development rules and the construction of marketing platform of the City Olympic Organizing Committee.First of all,access rules,according to different subject levels,sponsors at the IOC level,the BOCOG level and the NOC level all set different admission qualification conditions.Subsequently,it summarizes the rights and returns of sponsoring enterprises,and collates the various levels of sponsors and corresponding access thresholds for the Beijing Olympic Games.Then it focuses on the analysis of the marketing media provided by BOCOG for sponsoring enterprises from three aspects:media reporters,television broadcasting and new media platform.In addition to the media platform that sponsors attach most importance to,the measures taken by BOCOG to resist tacit marketing,including legislation and implementation,are also studied in detail.The third chapter studies the Olympic marketing strategy and sponsorship planning of sponsoring enterprises from the perspective of Olympic sponsoring enterprises.Firstly,the differences and advantages between the Olympic sponsorship market and other sports sponsorship markets are obtained.The Olympic market has the characteristics of wide audience,internationality and long development cycle.Secondly,it illustrates the principles for the formulation and implementation of the Olympic sponsorship enterprise plan,which should pay attention to the consistency between the enterprise and the Olympic brand,the long-term strategy of the enterprise,and the close cooperation with the broadcaster.In addition,in this part,a larger part of the analysis of how enterprises use the former part of the organizing committee of the Olympic Games market rules and media platform for sponsorship marketing behavior steps,specifically divided into the pre-Olympic,the Olympic,the post-Olympic stage.In the pre-Olympic stage,we should pay attention to the rules of sponsorship market access and the use of Olympic property rights.In the stage of the Olympic Games,we should pay attention to the TV broadcasting rights and exclusive rules to expand our sponsorship rights and prevent hidden marketing.In the post-Olympic stage,we should attach importance to the follow-up cooperation with the IOC and timely evaluate the overall marketing process and effect.Chapter IV,through case study of Olympic marketing behavior of official sponsor Yili and non-Olympic sponsor Mengniu,analyses how Mengniu,which is not a sponsor,reverses its disadvantage of losing sponsorship by cooperating with broadcaster CCTV and the State General Administration of Sports,and gains the same level of Olympic sponsorship recognition as the official sponsor Yili.From the side,it reflects the importance of sponsoring enterprises to understand the market development rules of the City Olympic Organizing Committee and to cooperate deeply with the media platform of the Olympic Organizing Committee.The last chapter,based on the previous analysis,looks forward to the upcoming Winter Olympic Games in Beijing and Zhangjiakou in 2022,and gives suggestions from the perspective of host city and enterprise,in order to achieve greater development of the commercialization of the Winter Olympic diplomacy.