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来源：百度知道 编辑：UC知道 时间：2024/05/04 06:17:08
摘 要
奥运营销作为体育营销的一种具体应用，就是借助奥运的巨大载体，把奥林匹克精神融入企业品牌文化之中，“形成与消费者情感上的共鸣”，从而提升消费者对企业品牌和产品的认可度。奥运营销将企业产品与体育相结合，产生的是一种文化，一种与消费者针对体育产生共鸣的情感。企业热衷于奥运营销的根本原因在于看中了媒体“议题设置”的功能，也就是通过媒体连续不断地对事件的报道和关注，提高事件的曝光度，吸引受众的眼球，引起人们的注意。企业若能很好地制定合理的整合营销传播规划、进行恰到的“卡位”、注意赞助栏目的吸引力与关联性、选择合适的战略合作伙伴等，将企业品牌和产品品牌恰到好处地站在公众注意力焦点的边缘，既不喧宾夺主，又巧妙地借用公众视线的余光，便可以使品牌得到更大范围的传播和认同。
关键词：奥运营销 体育营销 议题设置
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From the Olympics sponsor hot see the strategy of the Olympics marketing
Summary
The Olympics marketing is a kind of concrete application of athletics marketing, be ask for help of the Olympics of huge carry a body, integrate the Olympic spirit into the business enterprise brand culture in, "formation and consumer emotion of total Ming", promote a consumer's approbation degree for the business enterprise brand and the product thus.The Olympics marketing combines together business enterprise product and athletics, creation of is the emotion that a kind of culture, 1 kind and consumer aim at the athletics creation total Ming.The business enterprise falls overboard for the basic reason of the Olympics marketing to lie in the function which has a liking for the medium"subject constitution", be also pass medium in a row constantly to affairs of report way and concern, expose of exaltation affairs degree, draw on to be subjected to many eyeballs, cause pe