The lack of local brand "Olympic marketing"
When the Olympics were going on, China was together in 2008, and the smoke was strong and dusty; the people from all walks of life were rushing to meet each other, and the swordsmen met, vying for the Olympic dinner, and they did not hesitate to compete. Although the Olympic Games have not yet been held, the success or failure has been judged. There are 65 partners and sponsors watching the 2008 Olympic Games. They often show their local brands in the media, but there are more than 10 local brands, including Haier, China Mobile, Lenovo, Tsingtao Brewery, Yili, China International. Aviation, Aokang, etc.; and more than 80% of the Olympic sponsors are not found and ignorant. There are also many non-sponsored companies, but they are stunned by the Olympics, winning the applause, and fame and fortune. The same Olympics, but not the same lucky. The author can't help but conceal the thoughts! Observing and researching the case of "enterprise" participating in the Olympic competition for two or three years, trying to see the essence through the phenomenon, summed up the lack and deficiency of local brands in many aspects of Olympic marketing, as a mirror! Knowledge ------ Cognitive Misunderstanding 1. Focus on “official resources†and light “grassroots activitiesâ€. 2. Focus on “single soldier combat†and light “joint marketingâ€. 3, heavy "hard facts" unrequited love, light "curve marketing" innovation. 4, the "point effect" of the enterprise solo dance, light "face-to-face interaction" integration. 5, heavy "money bag" bet, light "value" of the larger development. 6, focus on "brand influence", light "consumer experience" extension. OK ------ inexperience 1. Loss of interaction and experience What is the core of Olympic marketing? Is Olympic marketing a simple marketing mix of “Olympics + Enterprisesâ€? When the government, enterprises, employees, media, social groups, consumers, producers, etc. danced the Olympics together, integrated into the Olympic events, and felt the brand, the Olympics and the happiness at a distance, the interaction and experience became a better practice to share the Olympic spirit. Everything is in the mainstream of the Olympics, and it is “smooth and silent†implanted into the hearts of the people. Only by realizing the value of communication value, spiritual value and consumption value, is the core essence of Olympic marketing. The essence of the core value of Olympic marketing must be expressed and embodied through the public axis. Its essence is to integrate and exert the power of relationship marketing. The goal is to design an interactive public experience to achieve expectations. In other words, the interactive experience is to actively cater to the needs of the customer era, and is also a better way and means to realize the Olympic value. Only in this way, the enterprise side can turn the opportunity income into a real income. In fact, the overall system of Olympic marketing includes five major axes: employee axis, customer axis, competition axis, cooperation axis and public axis. Only through the full interaction of the five axes can the results of Olympic marketing be returned to the warehouse. As Peter Franklin, Director of the Global Olympics Program of the Coca-Cola Company, said: As a mass consumer product, the principle of Coca-Cola's Olympic marketing is to link the “Olympic spirit, brand connotation and consumer contact†into three lines; “How to market activities, brands and Consumers reach a compromise, which is the key to the success of the company sponsoring the Olympic Games. On the contrary, the company's solo dance is bound to be less effective! However, in reality, most companies operate Olympic marketing and cannot escape such awkwardness. Zhejiang Mengna Socks has been on the road of solo dance. On March 1, 2006, the Beijing Olympic Organizing Committee announced that Mengna Socks became a supplier of hosiery products for the Beijing 2008 Olympic Games. Looking back at the time: Zhejiang Mengna Hosiery was established in May 1994. Since 2000, “Mona†has been integrating brands, including trademark graphics and advertising, etc. The result is lack of professionalism, not only failed to reach Expected to even damage the original brand accumulation. Men Earrings,Steel Earrings,Stainless Steel Earring Fengdeng Jewelry Co., Limited , http://www.aoguejewellery.com