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| 论非奥运赞助商的奥运营销 |
| On the Olympic Marketing of Non-Olympic Sponsors |
| Received:October 26, 2007 |
| DOI： |
| 中文关键词:赞助商 非奥运 市场营销 |
| 英文关键词:sponsorship non-Olympic marketing |
| 基金项目: |
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| 中文摘要: |
| 与奥运赞助商“卡位”难、“成功卡位：更难相比，非奥运赞助商取得了难得的“冲抢”奥运营销平台，分享奥运营销机遇的机会。非奥运赞助商开展奥运营销，可具体方法有：广告突击法、活动夺势法和广告突击+活动夺势组合运用法。 |
| 英文摘要: |
| Compared with the difficulties of the Olympic sponsors in defining their right positions, the non-Olympic sponsors have got the chance of competing for the platform of Olympic marketing and sharing the opportunity of Olympic marketing. The methods for the non-Olympic sponsors in Olympic marketing are: sudden attack of advertisements; gaining momentum with activities and the combination of the both. |
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