2008年北京奥运会市场营销策略初探
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摘要
北京成功申办2008年奥运会,给中国和北京带来前所未有的机遇和经济效益。20世纪80年代中期以来,国际奥委会对奥运会运作模式做出重大改革,引入了商业化运作机制,并制定全球营销策略,最大限度地开发了奥运会的经济价值。奥运会市场营销既是奥运经济收入的主要来源,又是北京举办2008年奥运会的一项艰巨而重要的任务。
本文综合运用文献法、调查法、统计法、分析比较法等多种研究方法。全文以市场营销4P组合,即产品(product)、价格(price)、渠道(place)、促销(promotion)四个因素的组合为理论基础,对北京奥运会市场营销组合中各个具体因素进行了较深入的分析,并提出了我国在2008年奥运会市场营销组合各因素将会存在的问题。本文还借鉴了历届奥运会市场营销经验教训,提出了对制定2008年北京奥运会市场营销策略的建议。
论文的重点在于对奥运会市场营销组合各因素的界定以及对2008年北京奥运会市场营销具体工作中各个因素的分析。论文的难点除了以上的分析以外,还包括对北京奥运会市场营销面临的问题的提出这两个方面。
研究表明,我国奥运会市场营销存在的问题有:奥运会无形资产的开发性收入较薄弱;国内电视转播权成垄断局面;彩票的立法和管理不完善;国内赞助水平较低;国有企业竞争势力不强;通货膨胀率不稳定;沟通国内国际市场的中介薄弱;促销手段单一,以及与广告等传媒配合不强。对北京奥运会市场营销策略的建议有:在对奥运产品的设计和无形资产的开发上应加大力度;规范国内电视转播权体系;健全彩票市场;国家加大对赞助的支持;对产品的定价应充分考虑其产品需求弹性高的特征,针对不同的消费群体定价;加大国有企业的竞争势力:加大国内国际市场营销中介领域的培育;促销手段多样化、新颖化并充分利用传媒的宣传作用等。
It is well-known that Beijing has bidden for 2008 Olympic Games successfully. There is no doubt that it will bring China and Beijing unprecedented opportunities and great economic results. Since in the middle of the eighties in the 20 centuries, the International Olympic Committee had reformed the operating models of Olympic Games. By using commercial mechanism and carrying out marketing tactics, the economic values of Olympic Games had explored dramatically. Therefore, marketing tactics will be one of the most important and difficult tasks of 2008 Olympic Games.This paper uses methods of documentary, investigation, mathematical statistics, and comparative methods. Based on the theory of marketing composition which is composed of product, price, place and promotion four factors, the author made analysis on every specific marketing factors of Olympic Games and the main problems we will face with in 2008 Olympic Games. Through drawing experiences and lessons from previous Olympic Games, some suggestions of marketing tactics of Olympic Games will be put forwards.The focal point of this subject lies in specifying and analyzing every marketing factors of Olympic Games. Besides it, the difficult point of this subject is the problems we will face with in 2008 Olympic Games.The results of researches show that the problems of marketing work in China include the exploited income of sports resources are poor; television relay in China is monopolized; the laws and the management of sports lottery are not mature; the level of sports sponsorship in china is not high; the competitiveness of most of the national enterprises are poor; the inflatable rate in china is not stable; the middle organization between national and international market are weak; methods of promotion are single and there is a little connection with media such as advertisement. Suggestions put forwards to the 2008 Olympic Games are developing sports lottery markets; the government should take some measures to support sports sponsorship; two factors which are the demanding elasticity of Olympic products are high and the different demands of different consumers should be concerned when deciding the prices of the Olympic products; enhancing the competitiveness of national enterprises; fostering middle areas between national and international market; the promotion methods should be new, all-round and by means of mass media and so on.
本文综合运用文献法、调查法、统计法、分析比较法等多种研究方法。全文以市场营销4P组合,即产品(product)、价格(price)、渠道(place)、促销(promotion)四个因素的组合为理论基础,对北京奥运会市场营销组合中各个具体因素进行了较深入的分析,并提出了我国在2008年奥运会市场营销组合各因素将会存在的问题。本文还借鉴了历届奥运会市场营销经验教训,提出了对制定2008年北京奥运会市场营销策略的建议。
论文的重点在于对奥运会市场营销组合各因素的界定以及对2008年北京奥运会市场营销具体工作中各个因素的分析。论文的难点除了以上的分析以外,还包括对北京奥运会市场营销面临的问题的提出这两个方面。
研究表明,我国奥运会市场营销存在的问题有:奥运会无形资产的开发性收入较薄弱;国内电视转播权成垄断局面;彩票的立法和管理不完善;国内赞助水平较低;国有企业竞争势力不强;通货膨胀率不稳定;沟通国内国际市场的中介薄弱;促销手段单一,以及与广告等传媒配合不强。对北京奥运会市场营销策略的建议有:在对奥运产品的设计和无形资产的开发上应加大力度;规范国内电视转播权体系;健全彩票市场;国家加大对赞助的支持;对产品的定价应充分考虑其产品需求弹性高的特征,针对不同的消费群体定价;加大国有企业的竞争势力:加大国内国际市场营销中介领域的培育;促销手段多样化、新颖化并充分利用传媒的宣传作用等。
It is well-known that Beijing has bidden for 2008 Olympic Games successfully. There is no doubt that it will bring China and Beijing unprecedented opportunities and great economic results. Since in the middle of the eighties in the 20 centuries, the International Olympic Committee had reformed the operating models of Olympic Games. By using commercial mechanism and carrying out marketing tactics, the economic values of Olympic Games had explored dramatically. Therefore, marketing tactics will be one of the most important and difficult tasks of 2008 Olympic Games.This paper uses methods of documentary, investigation, mathematical statistics, and comparative methods. Based on the theory of marketing composition which is composed of product, price, place and promotion four factors, the author made analysis on every specific marketing factors of Olympic Games and the main problems we will face with in 2008 Olympic Games. Through drawing experiences and lessons from previous Olympic Games, some suggestions of marketing tactics of Olympic Games will be put forwards.The focal point of this subject lies in specifying and analyzing every marketing factors of Olympic Games. Besides it, the difficult point of this subject is the problems we will face with in 2008 Olympic Games.The results of researches show that the problems of marketing work in China include the exploited income of sports resources are poor; television relay in China is monopolized; the laws and the management of sports lottery are not mature; the level of sports sponsorship in china is not high; the competitiveness of most of the national enterprises are poor; the inflatable rate in china is not stable; the middle organization between national and international market are weak; methods of promotion are single and there is a little connection with media such as advertisement. Suggestions put forwards to the 2008 Olympic Games are developing sports lottery markets; the government should take some measures to support sports sponsorship; two factors which are the demanding elasticity of Olympic products are high and the different demands of different consumers should be concerned when deciding the prices of the Olympic products; enhancing the competitiveness of national enterprises; fostering middle areas between national and international market; the promotion methods should be new, all-round and by means of mass media and so on.
引文
1.王正选、巩春生.市场营销学[M].北京工业大学出版社,2004年1月
2.熊茂湘.体育环境导论[M].北京体育大学出版社,2003年5月
3.斯特德曼.格雷厄姆,莉萨.德尔匹.尼罗蒂.体育营销指南[M].中信出版社,2003年4月
4.苏勇、成小平.品牌通鉴[M].上海人民出版社,2003年6月
5.钟天朗.体育经营管理—理论与失误[M].复旦大学出版社,2004年4月
6.刘淇.北京奥运经济研究[M].北京出版社,2002年12月
7.张成.体育产业开发、投资、运营管理与体育项目可行性研究及经济评价手册[M].安徽文化音像出版社,2003年9月
8.菲利普.科特勒.营销管理[M].中国人民大学出版社,2001年9月
9.国家体育总局干部培训中心.市场经济与体育改革发展[M].北京体育大学出版社,2002年11月
10.[美]保罗.萨缪尔森,威廉.诺德豪斯.经济学(第16版)[M].北京:华夏出版社,1999年
11.李明.《体育产业学导论》[M].北京:北京体育大学出版社,2001年7月
12.徐玖平,唐成.体育市场的价格理论[M].成都:四川教育出版社,2001年9月
13.罗乐勤.《投资经济学》[M].北京:科学出版社,2003年8月
14.陈康幼.《投资经济学》[M].上海:上海财经大学出版社,2003年11月
15.董杰.《奥运会对举办城市的经济影响》[J].中国体育科技,2004(40),1:34-36
16.郑斌,白玲,杜利军等.《加强我国反兴奋剂工作的对策研究》[J].中国体育科技,2001(37),7:15-16
17.陈荣川,冯亮.《国家财务理论的现实应用:奥运经济》[J].四川会计,2002.11:59
18.杨亚琴等.《虚拟奥运场馆辅助售票系统研究》[J].天津体育学院学报,2004,(19),4:93
19.林勇.《试论奥运赞助给予体育经纪的历史契机》[J].成都体育学院学报,2003,(29),4:21
20.骆红斌,李静.《我国体育无形资产特点研究》[J].成都体育学院学报,2003,
2.熊茂湘.体育环境导论[M].北京体育大学出版社,2003年5月
3.斯特德曼.格雷厄姆,莉萨.德尔匹.尼罗蒂.体育营销指南[M].中信出版社,2003年4月
4.苏勇、成小平.品牌通鉴[M].上海人民出版社,2003年6月
5.钟天朗.体育经营管理—理论与失误[M].复旦大学出版社,2004年4月
6.刘淇.北京奥运经济研究[M].北京出版社,2002年12月
7.张成.体育产业开发、投资、运营管理与体育项目可行性研究及经济评价手册[M].安徽文化音像出版社,2003年9月
8.菲利普.科特勒.营销管理[M].中国人民大学出版社,2001年9月
9.国家体育总局干部培训中心.市场经济与体育改革发展[M].北京体育大学出版社,2002年11月
10.[美]保罗.萨缪尔森,威廉.诺德豪斯.经济学(第16版)[M].北京:华夏出版社,1999年
11.李明.《体育产业学导论》[M].北京:北京体育大学出版社,2001年7月
12.徐玖平,唐成.体育市场的价格理论[M].成都:四川教育出版社,2001年9月
13.罗乐勤.《投资经济学》[M].北京:科学出版社,2003年8月
14.陈康幼.《投资经济学》[M].上海:上海财经大学出版社,2003年11月
15.董杰.《奥运会对举办城市的经济影响》[J].中国体育科技,2004(40),1:34-36
16.郑斌,白玲,杜利军等.《加强我国反兴奋剂工作的对策研究》[J].中国体育科技,2001(37),7:15-16
17.陈荣川,冯亮.《国家财务理论的现实应用:奥运经济》[J].四川会计,2002.11:59
18.杨亚琴等.《虚拟奥运场馆辅助售票系统研究》[J].天津体育学院学报,2004,(19),4:93
19.林勇.《试论奥运赞助给予体育经纪的历史契机》[J].成都体育学院学报,2003,(29),4:21
20.骆红斌,李静.《我国体育无形资产特点研究》[J].成都体育学院学报,2003,