摘要
中国本土企业,在对2008年北京奥运会实施赞助后,缺乏明晰的营销战略,营销手段和行为不但远远落后于那些老牌的国际奥委会TOP赞助商,就是和北京奥运会的国际品牌赞助商相比也较为逊色。为此,本文提出建设性思路。
Compared with other old-branded international TOP sponsors of the International Olympic Committee and even those of Beijing Olympic Games, Chinese domestic enterprises are lacking in a clear marketing strategy and lagging behind in marketing means and behaviors. It＇s imperative for us to let the enterprises recover from the blind expectation of the opportunities from Beijing Olympic Games by rethinking about the marketing course of the Chinese enterprises.
出处
《体育与科学》
CSSCI
北大核心
2007年第2期43-44,96,共3页
Sports & Science
关键词
中国企业
奥运营销
思考
Chinese enterprises
Olympic marketing
think
