摘要
以现代奥运会与保险企业奥运赞助营销的品牌战略为研究目的。通过对现代奥运保险发展背景与保险企业赞助营销的回顾,深入分析了奥运全球化、媒体关注度、营销层次化赋予保险企业的品牌价值,系统研究了保险企业赞助奥运在品牌内涵、知名度、整体经济方面获得的效益,科学探索了现代奥运会与保险企业品牌和谐统一的科学途径。
This paper studies the brand value of insurance industries endowed by Olympic globalization, media concern, operation levels through analysis of development background of modern Olympic insurance and insurance industry sponsorship operation. It further analyzes how the modern Olympic Games and the insurance industry brand integrate together and the benefits in brand connotation, fame and overall economy can be obtained by insurance industry in sponsoring Olympic Games.
出处
《武汉体育学院学报》
CSSCI
北大核心
2010年第10期41-45,共5页
Journal of Wuhan Sports University
关键词
现代奥运会
保险企业
奥运保险
奥运赞助
营销
品牌战略
modern Olympic Games
insurance industry
Olympic insurance
Olympic sponsorship
operation
brand strategy
