Multiple Olympic Identity: Sohu Olympic Marketing Case

Olympic marketing has now become a "prominent school".

Enterprises, whether or not they sponsor the Olympic Games, are talking about Olympic marketing. In the media, Olympic marketing is also a good topic for selling.

However, all legal and legal units that sell Olympic Games can not evade two problems: the first is resources, and Olympic marketing has certain qualifications and identity recognition, or there are boundaries.

Conversely, if anyone can really put in a flag and declare that he is in the Olympic marketing, then the Olympic marketing will be worthless; the second is product design and follow-up investment.

The Olympic marketing is also a castle in the air.

The Olympic marketing case of Sohu is the most worthy of analysis in the Olympic marketing of all enterprises, because its identity is very special.

First, Sohu is the only media in Olympic sponsorship. It should not only make use of the opportunities of Olympic Games to sell itself, but also provide marketing platform for other enterprises. Second, Sohu, as the host of the official website of Beijing Olympic Games, is also responsible for Olympic official reports and showing the historical mission of the 2008 Beijing Olympic Games to the whole world.

Therefore, the status of Sohu can be said to be both an official and a neutral media, or an enterprise.

Such an identity decides that the strategy and tactics of its Olympic marketing will be unusual.

If we say that other Olympic sponsors, suppliers and partners are using the Olympic Games to sell their products brand, Sohu's media itself is the content of the Olympic Games.

From this point of view, we can see that the Sohu's Olympic strategy established in 2004 is a profound vision and confirms that marketing is first of all a strategic rather than a tactical one for enterprises.

Sohu, resources are king.

The so-called resources, in terms of media content, refer to the proximity of reports, the mastery of first-hand information and the convenience of first time reporting.

For example, whenever the "two sessions" are held, is it possible for the media to send journalists to the venue and interview the representatives? This is the question of resources.

For example, in the past, the ministries and commissions reported that there were other resources that the media did not have in terms of policy interpretation.

Resources are the most important thing to the media.

The Sohu has included the network resources related to the Olympics. The earliest and most thorough harvest of the network is the most solid foundation for the Olympic marketing.

The resources of Sohu are not simply obtained by their sponsors' identity, but only by sponsorship, they can not get the convenience of reporting.

Sohu's Olympic report resources were obtained through a series of other cooperation.

First, Sohu is the host of a series of Olympic official websites, including the official website of the Olympic Games, official website of the bird's nest, the official website of the water cube, the official website of the Paralympic Games, the official website of the Beijing Olympic torch relay, the official website of Beijing, etc.

Sohu signed so many official websites at the beginning for future resources.

In the words of Ao Ming, director of Sohu Sports Center, we do these websites because of the advantages of these organizations for Sohu resources.

When we finish the construction and operation of these official websites, we should also use this resource to launch a series of marketing activities.

Due to the construction and operation of the Olympic official website, Sohu has also obtained a series of facilities including Olympic tickets, reception places, documents, accommodation, pportation and so on. The Beijing Olympic Organizing Committee has provided a series of facilities.

In addition, Sohu has also reached Olympic strategic cooperation with the China Sports satellite office.

The Olympic website includes the official website of the Chinese Olympic Committee, the official website of the State Sports General Administration, the National Sports Federation of China, and the official website of each single Association.

Having the resources of the State Sports General Administration, this means that Sohu will have great advantages in sports reporting when it is in the Olympic Games.

Sohu is also a sponsor of the Chinese sports delegation in 2008 to provide Internet services for the Chinese sports delegation, which means that Sohu has an exclusive advantage in the information resources of the Chinese sports delegation.

The athletes accepted the interview from Sohu. Their contents were to be provided to the official website of the sports delegation as official voice, which is the athletes' obligations and political tasks.

At the same time, Sohu and Beijing cooperate to build the official website of the Beijing international news center in 2008. More than 20000 licensed journalists and 30000 non licensed journalists will focus on the Beijing international news center. The official website is built by Sohu, so it will get all the information in the eyes of tens of thousands of journalists.

During the Olympic Games, in order to provide tourists with information about food, clothing and shelter, Beijing created a Beijing city portal website BEIJING.CN, which was also built by Sohu.