| (南京师范大学 体育科学学院，江苏 南京210097) 摘要：奥运会的营销由来已久，按主导发展特征分析，将其划分为谋求捐助时期、初级运营时期和系统营销时期3个阶段。奥运营销未来发展的空间是：扩大国际著名企业的营销推介视野，编织全球化的奥运营销系统网络，构建连绵衔接的奥运营销周期和研讨奥运营销禁忌的突破可能。 关键词：奥运会； 营销； 电视转播权； 体育产业> 中图分类号：G80-05 文献标识码：A 文章编号：1006-7116(2006)03-0016-04 |
TIAN Yu-pu
| (College of Physical Education，Nanjing Normal University，Nanjing 210097，China) Abstract:Olympic marketing has a fairly long history,which can, according to the analysis of its mainstream development characteristics,be divided into 3 stages,namely,donation seeking period,primary operation period,and systematic marketing period. Having reviewed and summarized Olympic marketing,the author developed the following strategies for future development of Olympic marketing: 1)Expand the field of vision of marketing and promoting experiences of internationally famous enterprises; 2)establish globalized Olympic marketing system network; 3)work out continuous and connected Olympic marketing cycles and study the possibilities of breakthrough in Olympic marketing taboos. Key words: Olympic Games; marketing; TV rebroadcasting right； sports industry |
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