奥运赞助商反隐性营销策略研究――以中国移动为例

对外经济贸易大学硕士学位论文奥运赞助商反隐性营销策略研究——以中国移动为例姓名：林伟申请学位级别：硕士专业：高级管理人员工商管理指导教师：郝旭光200804015:6AbstractWiththeOlympicGamesforthefirsttimetobeheldinChinamorecompaniesareattemptingtoenhancetheirimagesandadvertisetheirproductsorservicesbytakingadvantageofthiscominggreatevent.ThereforehowtheofficialOlympicsponsorscangetridoftheadversaryimpactsontheirrightsandinterestsresultedfromtheambushmarketingactivitiesbythenon-Olympicsponsorshasinvitedthisstudy.Thisstudyshallbeconductedfirstofallinthewayofresearchandstudyoftherelevantcasesinthepasttointroduceandanalyzeoftheanti-ambushmarketingstrategiesbeingadoptedbyInternationalOlympicCommittee(“IOC”)theBeijingOrganizingCommitteefortheGamesoftheXXIXOlympiad(“BOCOG”)andtheChinesegovernmentforthepurposeofidentifyingtheexistingproblemsrelatingtothisissuefollowedbythestudyofthestrategiesbeingproposedbytheofficialOlympicsponsorsinthisregardbasedontheChinaMobilecase.Thisstudywillbeaddressingthefollowingtopicstostudytheanti-ambushmarketingstrategies:Whatisambushmarketing;thecausesformsclassificationsandmeansofambushmarketing;theanti-ambushmarketingstrategiesbeingadoptedbytheBOCOGandChinesegovernment;theanti-ambushmarketingstrategiesbeingproposedbyChinaMobileinlinewiththecurrentactualoverallsituationsinChina.AfteracarefulanalysisandresearchthisstudycomestotheconclusionthatwhiletheChinesegovernmentisstillweakinthecrackdownofambushmarketingandtheprotectionfortheofficialOlympicsponsorsagainstambushmarketingisstilllimitedinChinatheOlympicsponsorscanonthestrengthofthecurrentactualoverallsituationsinChinaaswellasbyusingtheirownresourceseffectivelyprotectthemselvesfromandfightagainsttheambushmarketingactivities.Keywords:thesponsorofOlympicGames,Anti-ambushMarketingintheOlympicGamesStrategiesResearchtheChinaMobile3471822.12.1.1,ambushmarketing2003,,,:,,1932,,1002.1.2,,,200,,,,2.1.3200892.22.2.11232007489200811ITLOGO102004588381331.091332082007131520082007702.2.212342()1113()1199431994AmExVisaAmexVisaIfyou'retravelingtoNorwaythiswinteryou'llneedapassportbutyoudon'tneedavisa.()Visa2.32.3.1122.3.22.3.32.3.4200813()2.42.4.12.4.211984198414198821994Reebok341984CarlLewisandMaryDeckerConverse52000400IanThorpeAdidas6151996GoldenHoldenGoldenHolden789Amex2004SharetheSpirit.QantasTheSpiritofAustralia2.4.3123164()5671733.1,,3.23.2.120012008200820082008183.2.22006123/20083.33.3.11abcdefg19hagi20087118242abcdefaeghi2008711824320087259173.3.21ab2abcd3.42020087200872144.11232244.24.2.12008234.2.24.2.34.2.42006244.31abcdefg23452564.4123454.51819A101500226200810122008200820082008O3200822006912TOM200827200472120082008:3G20082008:WLAN;;IP;.200820082008F1TOPDECT/PHS/PAS2832006064GSM3G2008200820083G200829420071024SK17229SK2008SK2008STKSK20082008SK1027SK3020084311232006114567200789101112131415162008Top17181920)//(6)213219728819961996199819992002奥运赞助商反隐性营销策略研究——以中国移动为例作者：林伟学位授予单位：对外经济贸易大学本文链接：