On Olympic Marketing Of State-Owned Enterprises

Jie Yongjun, a partner in management consulting (the original new credit management consultation)

The 2008 Beijing Olympic Games has entered the countdown of 1 years. The attention of the whole world began to gather in Beijing. The media buying plan, which began in November, has been launched in August, and a feast of marketing has begun.

There is no unified definition of Olympic marketing. I believe that Olympic marketing has two meanings:

First, the Olympic Games brought strong investment and consumption demand, and enterprises achieved the goal of improving sales through satisfying the needs of the Olympic Games.

According to the relevant data, the total investment of Beijing for the Olympic Games will reach 280 billion yuan. At the same time, the twenty-ninth Olympic Games will have at least 20 thousand official participants from over more than 200 countries and regions, more than 200 thousand events related personnel and millions of tourists gathered to host the event.

The surging consumption demand will strongly promote the rapid development of the retail, catering, lodging and logistics industries in the host cities and surrounding cities.

Moreover, the Olympic effect will attract huge passenger flow and consumption demand for the metropolitan area in a longer period of time.

In addition, it brings a rare opportunity for the development of the sports industry itself.

The hosting of the Olympic Games can not only promote the internationalization of China's sports industry, but also bring the interest of the whole nation to sports and the importance of fitness, which is obviously conducive to the cultivation of sports consumption groups and the main body of sports market.

Beijing Olympic economic development is forming a huge market. It is estimated that the total demand of Beijing's investment and consumption market will exceed 30000 billion yuan.

State owned enterprises should make use of the unique national policy resources to excavate great opportunities for business growth in the Olympic economy.

Two, the Olympic Games as the world's top sports event, is a huge enterprise brand communication stage.

Generally speaking, Olympic marketing refers to the promotion of corporate brand through the Olympic event.

The Olympic Games are the most competitive sports in the world. It has also become the most effective platform for the brand to spread to consumers. At the same time, the spirit and spirit of the Olympic Games have enriched the brand connotation of the Olympic Games. Through the connection with the Olympic Games, the enterprise can realize the rapid upgrading of the brand value.

Olympic marketing itself is an event marketing, and the promotion of brand is a continuous process. It is unrealistic to want to build a brand by running the Olympic Games once and for all, and brand promotion must have a systematic strategic plan.

The core of brand planning is brand positioning (see below: brand positioning structure). The key to judging whether an enterprise can enhance its brand value through the Olympic Games lies in whether the core value of the brand is consistent with the Olympic spirit and whether the core value of the brand is pmitted accurately to consumers through the Olympic games.

The brand connotation of Olympic Games is that the lowest level is sports and health, and the middle level is the spirit of Olympic spirit advocated by science and technology, innovation and passion. The highest level is responsibility, national honor and national pride.

The brand positioning of enterprises should be consistent with the brand elements of the Olympic Games, so that the brand of the enterprise can be recognized by consumers.

The sponsorship of the Beijing 2008 Olympic Games is four levels of Olympic global TOP partners, Beijing 2008 Olympic partners, Beijing 2008 Olympic sponsors, and Beijing 2008 Olympic suppliers.

Sponsorship of the Olympic Games is conducive to the realization of the combination of the Olympic image and the corporate image, and the establishment and consolidation of a healthy and healthy image of the enterprise.

The Olympic Games play a great role in enhancing the brand and enhancing the competitive edge of enterprises.

However, Olympic marketing does not mean that as long as it becomes an Olympic Partner or sponsor, it means that the brand influence of the enterprise can be greatly improved.

To qualify for Olympic sponsorship or suppliers is, to a certain extent, the qualification to use the Olympic logo for brand communication.

Sponsors also need to invest heavily in advertising and activities to spread.

In order to enhance the brand image through sports marketing, generally there should be at least 3 to 5 times the amount of sponsorship money for public relations promotion and market activities, otherwise it will be difficult to achieve good results.

As an Olympic sponsor, it is a way of brand communication with the public. Therefore, the larger the sales volume and the wider the coverage, the more economic value of brand communication. Therefore, it is suitable for enterprises such as fast moving consumer goods and consumer electronics products. If enterprises are facing professional market or niche market, becoming Olympic sponsors is a waste of resources.

Olympic sponsors, after all, are limited in number. Olympic marketing is not just a sponsor's world. Non Olympic sponsors can also use various innovative marketing techniques to make use of the Olympic marketing opportunity.

For example, Reebok Co is the official footwear supplier of the 1996 Atlanta Olympic Games, but Nike set up Nike experience center beside Coca Cola Co's Olympic city and Olympic Park, so that people can enjoy sports freely.

Nike also employs a lot of university students to distribute Nike's chest Lanyard in the stadium to facilitate visitors to carry tickets.

When the audience wearing Nike brand lanyard appeared in the stadium, people misunderstood.

Nike also sponsors many famous sports teams and athletes. Every time the podium is standing on Nike players.

At the same time, during the Olympic Games, Nike's ads were broadcast in many radio programs, giving Nike the illusion of sponsors.

According to the survey, 70% thought Nike was the TOP partner of the Atlanta Olympic Games.

Some time ago, snowflake beer is another way to play the banner of "beer lovers formal partners".

Although he did not fight with Qingdao, Yanjing and Budweiser in sponsorship, they greatly welcomed the consumers and won wide support from the target audience.

This is also a brand promotion strategy around the Olympic events. The strategy is to organize marketing activities around the masses who are concerned about the Olympic games instead of surrounding the Olympic Games.

It takes the Olympic public as the starting point, according to the needs of the public in participating in the Olympic Games, and takes the Olympic Games as the background of information dissemination, linking enterprises and brands to the target consumers to the maximum extent, and participating in the Olympic Games together with the Olympic masses.

Therefore, the Olympic Games enterprises should thoroughly understand the rules of the Olympic Games, find the opportunity to cut in under the rules of International Olympic Committee sponsorship, use ambush marketing, strengthen interaction with consumers, find out innovative marketing methods, and use as little capital as possible to strive for maximum product, brand and corporate image communication effect.

Participation in Olympic marketing, every enterprise has the opportunity, the key is to find a good match with the Olympic Games, through the Olympic Games this sports event and consumers to carry out good brand communication, but expect through Olympic marketing is an enterprise soaring, surely is impractical.

(the writer is a consultant of Beijing Business Strategy Consulting Co., Ltd.)