| 2008北京奥运会阻击埋伏营销策略 |
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| 引用本文： | 王薛,刘立雁.2008北京奥运会阻击埋伏营销策略[J].贵州工业大学学报(社会科学版),2007,9(5):64-67. |
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| 作者姓名： | 王薛 刘立雁 |
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| 作者单位： | 贵州大学管理学院 贵州贵阳550003(王薛)，南开大学商学院 天津300071(刘立雁) |
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| 摘 要： | 2008北京奥运的商机层出不穷,而机会与风险是同时并存。国内企业如何才能利用好北京奥运的商机,树立和宣传自己的品牌形象,在自身利益最大化的同时能够预防埋伏营销对自己的法定权益所产生的危害。现在比较系统的研究基础上论述奥运赞助商之攻防策略及赛事组织者之应对策略。
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| 关 键 词： | 奥运赞助商 埋伏营销 北京奥运会 |
Strategies for Preventing Ambush Marketing to Beijing 2008 Olympic Games |
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| WANG Xue,LIU Li-yan.Strategies for Preventing Ambush Marketing to Beijing 2008 Olympic Games[J].Journal of Guizhou University of Technology(Social Science Edition),2007,9(5):64-67. |
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| Authors: | WANG Xue LIU Li-yan |
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| Institution: | WANG Xue1,LIU Li-yan2 |
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| Abstract: | There are a great amount of commercial opportunities,as well as risks,in Beijing 2008 Olympic Games.Domestic enterprises are supposed to take this opportunity to build and publicize their own images and brandings as well as maximize their benefits while preventing the damage of ambush marketing.This article,based on comparatively systematic research,discusses the strategies of Olympic sponsors and the countermeasures of organizers. |
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| Keywords: | Olympic sponsorship ambush marketing Beijing Olympic Games |
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