浅谈王老吉广州亚运会的营销策略.doc

PAGE 2 PAGE 2 1 浅谈王老吉广州亚运会的营销策略 内容提要：从奥运会到世界杯，再到亚运会，盛大体育赛事不仅成为各国运动健儿的竞技场，同时也越来越被各大企业所追崇，体育营销逐渐成为了众多企业进行品牌推广的重要营销手段。相比奥运、世界杯等关注度较高、影响力、规模较大的体育赛事，亚运会在区域、地域影响力及关注度上存在着很强的局限性，加之公众对先前奥运会、世界杯等大型体育赛事营销活动的审美疲劳，企业如何利用自身优势结合亚运主题进行营销；如何在风起云涌的亚运营销中脱颖而出；如何让亚运营销的影响力延续今后的产品推广，本文试图分析总结王老吉在2010年广州亚运会上采取的营销策略，对我国企业如何通过体育营销树立企业形象，推广企业品牌、创造消费需求、营造良好外部发展环境给出建议。 关键词：王老吉 体育营销 亚运营销 品牌形象 营销策略 Wang Lao Ji of the Marketing Strategy of Guangzhou Asian Games Abstract: From the Olympics to the World Cup, to the Asian Games, a grand sports events athletes countries Bujinchengwei arena, but also by the major companies increasingly pursue careers, sports marketing has become a large number of enterprises in brand promotion an important marketing tool. Compared to the Olympics, World Cup, attention and influence the higher, the larger sporting events, the Asian Games at the regional, geographic influence and concern about the existence of these strong limitations, coupled with the public marketing of major sports events activities Shenmeipilao, a combination of how companies use their own Asian theme marketing; how to stand out in the surging Asian marketing; how to make the Asian Games, the influence of marketing to promote products continue in the future, this paper attempts to analyze the Asian Games in Guangzhou Wong Lo Kat marketing strategy to take on Chinas sports marketing business how to build corporate image, promote brand and create consumer demand and create a favorable external environment for development proposals are given. Key words: sports marketing asian marketing brand marketing strategy 目 录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc290659502 一、亚运营销的概述 PAGEREF _Toc290659502 \h 1 HYPERLINK \l _Toc290659503 （一）亚运营销的定义 PAGEREF _Toc290659503 \h 1 HYPERLINK \l _Toc290659504 （二）亚运营销的特征 PAGEREF _Toc290659504 \h 1 HYPERLINK \l _Toc290659505 （三）2010年广州亚运会概况 PAGEREF _Toc290659505 \h 2 HYPERLINK \l _Toc290659506 二、王老吉广州亚运会营销策略 PAGEREF _Toc290659506 \h 2 HYPERLINK \l _