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Olympic Marketing: How Can Smes Use Olympic Marketing Itself?

2008/7/14 11:29:00 41963

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In June 13, 2007, the Beijing Olympic News Center held a press conference on Olympic intellectual property protection and anti recessive market, and defined the restrictive measures of Beijing Olympic Games' hidden marketing market in detail.

As a result, the idea that many small and medium-sized enterprises want to take the Olympic sailing boat seems to be gone. Olympic marketing seems to have become a patent for large enterprises.

In the face of the great Olympic opportunity, how can we go through the road without missing it?

The idea of Qi Zheng Mu Mu is that we should take the positive and the Clipsal, and the positive and harmonious, that is, we can get resources according to the conventional channels. This is a strategic problem. Clipsal is the reconfiguration of resources by unconventional means.

Specifically, SMEs can work closely together to participate in the Olympic Games.

As for the way of cooperation, International Olympic Committee TOP plan, Beijing 2008 Olympic cooperation partners and Beijing 2008 Olympic sponsors need hundreds of millions of yuan or even billions of yuan to "get started", leaving the role of "Olympic suppliers" for Chinese local SMEs.

Suppliers are divided into "exclusive supplier" and "supplier". The former price is $5 million, the latter is $2 million. According to industry sources, the lowest entry level in the supplier has reached 5 million yuan.

Coupled with the cost of its own enterprise input, it must also cost tens of millions.

For a single small and medium-sized enterprise, it seems that the burden is too heavy. However, if the cost is not borne by an enterprise, it is the opportunity for many cooperative enterprises to share the Olympic Games.

Qi Zheng thinks that the following directions can be considered:

　　第一，行業抱團。

This method is suitable for regional products, and a large number of enterprises producing similar products are gathered in a region. They have strong resources and production capabilities as well as the overall regional image. They also need Olympic Games to enlarge their influence again, and the products of origin protection are also listed here.

For example, ham in Jinhua, Longjing in Hangzhou, small commodities in Yiwu, plastics in Yuyao, floors in Nanxun, etc., they can form a whole through the cooperation of industry associations, government departments and enterprises, and participate in the Olympic Games in the name of the whole and share the business opportunities brought by the Olympic games.

It can share the high cost of Olympic entry fees. It can also publicize itself by the big platform of Olympic Games. At the same time, it also allows enterprises to change their original loose conditions and unite more closely.

For example, if Hangzhou wants to develop West Lake Longjing and break the current small and scattered pattern, the key is to have tea farmers, tea merchants, governments, associations and so on. It will have Beijing Olympic Games in 2008 and Shanghai World Expo in 2010.

Contact with the Beijing Olympic group as soon as possible, and understand the declaration procedures and related requirements, and then work with the member enterprises Division and cooperation.

　　第二，產業鏈抱團。

Small and medium-sized enterprises can not do the direct suppliers of the Olympic Games, can be suppliers of suppliers, through the value of the whole industry chain link the Olympic Games, it is not impossible.

Because for small and medium enterprises, the meaning of brand may be less than the meaning of actual sales, and actively cooperate with enterprises that have already obtained supplier qualification, and cooperate with them to complete Olympic sponsorship in production, logistics, service, distribution and publicity.

It is a great improvement to their business and future business. Therefore, the industry chain is also part of the Olympic Games that some small and medium-sized enterprises can participate in.

　　第三，抱緊成品牌。

If the industry association or the government brings many small and medium-sized enterprises to Beijing, it will be more or less difficult to cooperate because of the miscellaneous business. Then can we consider another way of cooperation?

Based on the industry based brand operation, in order to re register a brand or select a brand for the Olympic Games, the ownership of the brand is owned by several enterprises in the industry according to shares or inputs, and then the joint venture will complete the application of the Olympic suppliers, and then the results of the Olympic Games will be completed through many ways, such as production cooperation and brand development.

These enterprises can share a brand, or enjoy some of their rights and interests according to their shares, which should be a good choice.

In short, the Olympic opportunity is rare. We respond to and support the planning of the Olympic Organizing Committee. This is the right thing. The miracle is that we can complete the reallocation and combination of resources under the line. No matter what the way is, how to win more benefits and not give up, it is the best strategy and the best Olympic spirit.