ChineseenterpriseshowtocarryouttheOlympicmarketingQuadrennialOlympicGamessoonopeningpeople’sattentionisfloodinginrationalinvestigation,accordingtothemedia,theChinesepeoplehaveisnotconcernedabouthowmanygoldmedalswecanget,andplaydowntheissuetopublicattentionmuchlesserthanthe2008Bei激ngOlympicGames.Thismaybeastepforward,withanormaltolookatthisworldasmaturecitizens.WhenBei激ngOlympicGames,manyChineseenterprises,especiallylargeenterprisesthinkthisisabrandshowcasethebestopportunitytoactivelyparticipate,buttheresultisnotwishful.2008authortomanydomesticmediatalkedaboutthisproblem.Yetbeenfouryears,theissuedoesnotseemtoarousepeople’sattention.ChineseenterprisestopromotetheirownbrandswouldliketotaketheOlympicGamesortheOlympicmarketingmaybealotofworktobedone,however,themostimportantthingistolearnhowtothinkaboutthisproblem.Accordingtothemediasurvey,thisyear’sOlympicGames,therearealotof---本文于网络，仅供参考，勿照抄，如有侵权请联系删除---enterpriseshaveenteredthehopetofindanopportunitytoownbusinessesinthecurrentglobaleconomicdownturn,IthinkmostbusinessesonhowtomaketheOlympicbrandmarketinglackofknowledgeorourbusinesswhatismissingnotthinkdeeplyaboutthefuturewithpredictableresults.Inmorethan30yearsofreformandopeningup,China’seconomyhasmadeconsiderabledevelopment,China’sGDPhasrankedsecondintheworld,aftertheUnitedStates,butatthesametimeaseriouslackofthebrandwithindependentintellectualpropertyrightsandinternationalcompetitiveness.To2011,100oftheworld’smostvaluablebrand,nobrandofChineseenterprisesisoneofthemostimportantsymbolofthedevelopedcountrieshaveastrongcompetitivebrand.BasedonthesuccessfulexperienceoftheenterprisesindevelopedcountriesintheOlympicGames,theChineseenterprisestotheOlympicGamesonbrandmarketingtoseriouslyconsiderthefollowingquestions:First,corporatebrandshaveadvancedtheconceptofbrandculture.Consumeracceptanceofabrandisnotadvertisingandpublicrelationsalone,themostimportantthingisthatthe---本文于网络，仅供参考，勿照抄，如有侵权请联系删除---brandwillbringthemexcitement,funandenjoyableexperience,andthisisthestrengthofthebrandculture.Inthemindsofconsumers,thechoiceofaparticularbrandisnotonlytomeettheneedsofproductsubstanceuse,andIhopetoreflecttheirownvalues,identity,taste,tasteandreleasetheirfeelings.Visiblebrandculturefromcoldmaterialworld,withtotheacolorfulspiritworld.inthisregardmostbusinesses,thereisacertaingapintheOlympicGamesnotworthshowing,orIdonotknowshouldshowwhatthemostvaluablecontent.Second,inessence,brandmarketingistoin-depthunderstandingoftoday’sconsumerpsychology,findthatmakestheminvitingplacethatisthecenteroftheirwayoflifeandself-concept.Bestreflectthisconsumermindsetis-“Ilikethatthebest!“Here,“best”isjustafeeling,toexperiencetheiraffectivecommodities,conspicuousandsymbolicvalueoftherequirementsthatarealreadymorethanmaterialvalueandusevalueofthegoodsorservices.Increasingconsumerdemanddifferences,personalized,diverse,modernsocietyhasenteredtheeraofemphasison“emotionalsatisfaction”than“functionalvalue”.Allthisshowsthattheworldhas---本文于网络，仅供参考，勿照抄，如有侵权请联系删除---enteredtheemphasisonindividualitymeetandemotionalconsumereraofspiritualjoy.Coca-ColainthisregardBrandmarketingisamodelofsuccessintheOlympicGames,itistheneedtocombinethespiritofthecorporatebrandandtheconsumerpsychology.Otherwiseanordinarywaterhowwillbeabletoselltheworld’sfirstbrand.Third,inbrandmarketing,consumersneedtoactivelyintervene,onlytodeepentherelationshipbetweenbrandsandconsumerstomakethebrandassetvalue.ResearchshowsthatconsumersinthefaceofotherrelevantinformationwhencomparedtothemorefancyandbrandTheinteractiveasexperiencemarketingistousethiswaytoallowconsumerstocloseparticipationtostrengthentieswiththebrandAdidasandNikebrandmarketingisthemostsuccessfulinthisregard.Yearsofbrandmanagementpracticetellsusthatsuccessfulenterpriseistheuseofthesethreeaspectsofintegration,improvethecorporatebrandimage,soastorealizethebrandassetvalue.BasedonthiswecaneasilythinkaboutwiththebrandmarketingoftheOlympicGamesinChinaneedstobedone,andwearereadyfortheenterprise?Otherwiseourcorporatebrandmarketing---本文于网络，仅供参考，勿照抄，如有侵权请联系删除---ontheOlympicGamesmaybelittlechanceofwinning.---本文于网络，仅供参考，勿照抄，如有侵权请联系删除---