| 北京到伦敦对中国赞助商远离奥运赛场的思考 |
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| 引用本文： | 吴建锋.北京到伦敦对中国赞助商远离奥运赛场的思考[J].湖北体育科技,2013,32(3):200-203. |
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| 作者姓名： | 吴建锋 |
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| 作者单位： | 攀枝花学院体育部,四川攀枝花,617000 |
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| 摘 要： | 从北京到伦敦,随着奥运主场的转移,TOP赞助商中的中国企业阵容也随之改变,尤其是大陆企业出现了大面积撤退的情况,几乎销声匿迹。那些在四年前不惜重金共襄盛举的赞助商和供应商们似乎放弃了进军伦敦奥运战场。调查发现,中国企业的大面积撤退与业绩并无太大关联。结合国外企业成功开展奥运营销的关键因素与中国企业体育营销存在的问题探讨对此现象的思考。
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| 关 键 词： | 北京到伦敦 中国企业 体育营销 思考 |
Thinking of Chinese Sponsor Away from Olympics from Beijing to London |
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| WU Jianfeng.Thinking of Chinese Sponsor Away from Olympics from Beijing to London[J].Journal of Hubei Sports Science,2013,32(3):200-203. |
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| Authors: | WU Jianfeng |
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| Institution: | WU Jianfeng |
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| Abstract: | With the host city of Olympic Games from ldeijing to London, the Chinese enterprises of top sponsors was changed, especially that many mainland enterprises were withdrawing, nearly disappeared. Those sponsor and supplier who spend a lot of money to support/3eijing Olympics four year ago were nearly give up taking apart in London Olympics. The investigate finds that there is less relevance he tween many Chinese enterprisesr retreating and their achievement. This research thinks about the phe- nomenon by connect with key factors of successful Olympics＇ marketing in foreign enterprises and the is sue of sport marketing in Chinese enternrise~ |
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| Keywords: | from Beijing to London Chinese enterprises sports marketing discussion |
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