由奥运营销看中国企业品牌营销策略实施

华中科技大学硕士学位论文由奥运营销看中国企业品牌营销策略实施姓名：江海军申请学位级别：硕士专业：工商管理指导教师：李长江20081030I2008IIAbstractThecoreoftheOlympicMarketingistorealizethemaximalvalueofthetransmit,spirit,consumptionandbrand.The2008BeijingOlympicgamebringsanexcellentmarketingopportunityfortheChinesecompanybrand.SoitwillbeaproblemthathowtousethisopportunitytoimplementthebrandmarketingandincreasetheinternationalcompetitionofournationalandtheChinesecompanies.BasedonthetremendouspromotedeffectforthebrandconstructingfromtheOlympicMarketing,thisstudygivesaproposalfortheChinesecompaniestohowtousetheOlympicmomenttoformtheirbrand.Thisthesiswhichemploysthetheoryofcompanymanagement,marketingmanagement,eventmarketing,relationshipmarketing,integratedmarketingandprojectmanagementandpracticeknowledgeanalyzedthebrandmarketingstrategyofsomecommittalcompanies,pointedouttheinsufficiencyoftheimplementprocessoftheChinesecompany’sbrandmarketingtactic,andalsoputforwardtheintendingthinkingofthisfield.Theauthorconsidersthatintegratedmarketingisthekeystrategyforconstructingansuccessfulcompanybrand.IntheactionsoftheOlympicmarketing,thecompanyshouldmaketheintegratedmarketingcommunicationadirectedpolicyandfollowit.AlsotheyshouldtaketheOlympicgamestobeagoodopportunityandtheconsumerstobethepith.Byreformingthecompany’sbehaviorandtheirmarketbehavior,correspondingthedifferentcommunicationforms,buildingupauniformobjectionandcommunicationimage,radiatingtheaccordantproductinformationandbrandinformation,thecompaniescanrealizethecommunicationwiththeirconsumers,establishtheproductandbrandstatusandimprovetheirbrandvalueeffectively.Combinedwiththecoreviewoftheintegratedmarketing,thisthesisbringsforwardthefollowingstrategies:productadvantagestrategy,long-standingstrategy,quickresponsestrategy,originalityadvertisementstrategy,citynewsstrategy,commonwealIIIsupportstrategy.Andallthesestrategiescanconformitythefivesystemsasemployees,consumers,competition,cooperationandthepublicintheOlympicmarketingprocesstoupgradethecompaniesandtheirbrandvalueroundly.KeyWords:OlympicMarketingBrandValueBrandMarketingMarketingStrategyIntegratedMarketing()::11[1]1.1(MichaelH.Goldhaber)1997AttentionShoppers221GETOPTheOlympicProgramme199621%9.6777%[1]19881997TOP20043[3]1.21.2.1[4]41.2.2[6][7]51.330[3][8]6200911722.12.1.12008F21[9]810200883008[10]2.1.29[9]2.1.3[11]102.1.4[12]2.22.2.1200872190%15300060%VISAVISA7UPS(GE)141130255%[13]122.2.2199620025%500245001101/101011000[13]20082379.3158.5531.25%[13]300020082008201333.13.1.1143.1.215[14]93%62%38%[8]3.1.346%500010%1515.585%16[16]3.1.4200829——1110200826[12]49——10429——3610020083.2173.2.13.2.2183.2.33.2.41920082042008[25]214.1//22[27]4.24.2.1234.2.2[28]17244.2.3TOP200111730[29]4.2.425[30]2655.1[32]――――――[33]D.E.[34]275.1.15.1.2285.1.3295.1.45.22008[35]305.2.15.2.22008152008315.2.35.2.4CPM325.35.3.120040.2500[29]5.3.219282004764200820012008332008TOP650020072006420[29]5.3.3320042004MTV345.3.42004[39]5.3.55.3.635[40]200136TOP!3720081038[1][].[M]..2008[2].[M].2002[3].[M].2007[4].[M]..:2004[5][].[M]..:2003[6].[J].2000(1):13-15[7].[M].:,2006[8].[M].:2003[9].[J].2008(8):52-53[10].[J].2008(8):55-56[11][J/OL].[12][J/OL].[13].2008[N].212008.8.9[14].[M].:2004[15].[M].:2003[16].[M].:2005[17]CoombR.CoreCompetenciesandtheStrategicManagementofR&D[J].R&DManagement,1996,26(4):19-22[18]PhihipKotler.AFrameworkforMarketingImageManagement[M].Sloan39ManagementReview.Winter1991[19].[M].2004[20].[M].2001[21].[M].:2001[22][]..[M].:,2001[23].[J].()2008.8:44[24].[J].2002(10):33-35[25].[N].2008.2.22[26].[J].1995(5):11-13[27].[J].2000(2):17[28].[M].:2001[29],.:[M].2007[30].[M].:1992[31]ChristineOliver.SustainableCompetitiveAdvantage:CombiningInstitutionalandResource-BasedViews[J].StrategicManagementJournal,2001,18(9):5-9[32].[M].:2007[33].10[M].:2006[34][]..:[M].:2000[35]Kapferer,J.HStrategicBrandManagement[M].KoganPage,London,1992[36]Dyson.P.Farr,A&Hopis,N.Understanding,Measuring,andUsingBrandEquity[J].JournalofAdvertisingResearch,1996,36(6):22-25[37].[M].:2001[38]Keller,K.L.StrategicBrandManagement-Building,Measuring,andManagingBrandEquity[M].NewYork:PrenticeHall,199840[39]Dechernatony,L.andMcdonald,M.H.B.CreatingPowerfulBrands[M].ButterworthHeinemann,Oxford.1992[40].[M].:2005[41]Doyle,PValue-basedMarketing[J].JournalofStrategicMarketing,2002(1):33-35[42]Arnold,D.TheHandbookofBrandManagement[M].FT/PitmanPublishing,London,2002[43].[M].:2001[44]Hankinson,G.andCowking,PBrandinginAction[M].McGraw-Hill,London,1993[45]Aaker,D.A&Biel,A.BrandEquity&Advertising:Advertising’sRoleinBuildingStrongBrands[M].LawrenceErlbaumAssociates,Publishers,1993[46]JohnSounders.CompetitivePositioning-Thekeytomarketsuccess[M].PrenticeHallInternationalLtd,1993[47]AdrianPayne.TheEssenceofServicesMarketing[M].PrenticeHallEurope,Inc,1993[48]KevinJ.Clancy,RobertSShulman.TheMarketingRevolution[M].HarperBusiness,1991由奥运营销看中国企业品牌营销策略实施作者：江海军学位授予单位：华中科技大学相似文献(10条)1.期刊论文彭彬.熊明亮.卢世伦品牌营