李宁公司2008北京奥运会营销策略研究

李宁公司2008北京奥运会营销策略研究

摘要

随着我国体育产业的发展，体育对社会经济的影响越来越大。不少企业通过体育赛事开展各种营销活动，提升品牌价值，实现了经济效益的增长。北京申办2008年奥运会成功后，以其巨大的影响力为全球企业带来了无限商机，企业参与奥运、利用奥运进行营销效果显著，尤其是奥运官方赞助商更是获得特别的营销机会。由于国际奥委会对奥林匹克全球合作伙伴的要求非常苛刻，一般的企业无法成为奥运会赞助商，只能以非赞助商身份进行与奥运有关的营销活动。2008北京奥运会期间，李宁公司就以非奥运赞助商的身份进行了令人瞩目的营销活动，提供了一个很好的研究案例。本文使用文献研究法与案例分析法进行研究。首先通过对国内外过去和当前有关埋伏营销的相关资料的收集、整理与分析，总结出埋伏营销的概念、手段、内在动因及本质，分析消费者对埋伏营销的态度，并归纳出埋伏营销的优化方案。本文重点研究李宁品牌在2008年北京奥运会的埋伏营销活动与策略。本文首先陈述和分析了李宁公司的发展历程，然后应用SWOT分析法通过分析李宁品牌北京奥运会期间营销的环境因素和行业竞争者因素，揭示李宁品牌北京奥运埋伏营销面临的机遇与挑战；通过分析李宁品牌本身的资源揭示其优势与劣势。最后探讨李宁品牌北京奥运埋伏营销活动的策略，为国内其他企业未来实践埋伏营销提供了借鉴。

关键词：奥运会，埋伏营销，李宁品牌

Abstract

With the development of China's sports industry, sports, social and economic impact of growing. Many enterprises to carry out various marketing activities, sports events, enhance brand value, and realized the benefits of growth. Beijing bid to host the 2008 Olympic Games after the success of its enormous influence to bring the global business opportunities, enterprises to participate in the Olympic Games, the Olympics for marketing effect is remarkable, especially the official Olympic sponsor is receiving special marketing opportunity. As the International Olympic Committee of the Olympic global partner is very demanding, general business can not become an Olympic sponsor, only the identity of a non-sponsor Olympic-related marketing activities. 2008 Beijing Olympic Games, Li Ning Company to non-Olympic sponsors on the identity of a remarkable marketing campaign, provides a good case study. This article uses the literature research and case study analysis. First of all, at home and abroad in the past and present through the ambush marketing information related to the collection, collation and analysis, summarized the concept of ambush marketing, means, internal motivation and essence, analysis of consumer attitudes on ambush marketing, and concludes ambush marketing optimization. This paper focuses on Li Ning brand in the 2008 Beijing Olympics ambush marketing activities and strategies. This paper presented and analyzed the Li Ning Company's development process, and then apply the SWOT analysis through the analysis of Li Ning brand marketing during the Beijing Olympics competitors, environmental factors and industry factors, reveal the brand Li Ning, Beijing Olympics ambush marketing opportunities and challenges faced; through the analysis of Li Ning brand their own resources to reveal the strengths and weaknesses. Li Ning, the final of the Beijing Olympics ambush marketing activities, brand strategy, the future for the practice of other domestic enterprises to provide a reference for ambush marketing.

Key Words: Olympic Games，Ambush Marketing，Li-Ning Brand