【作者】 王琳；

【导师】 林显鹏；

【作者基本信息】 北京体育大学 ， 体育人文社会学， 2007， 硕士

【摘要】 在奥林匹克运动受到全世界人们日益关注的今天,各方注意的目光不再仅仅集中于赛场上的竞争。如何把营销学相关理论应用到奥林匹克运动当中,促进其蓬勃发展已经成为人们关心的另外的焦点所在。作为奥运大家庭中重要的力量,国家奥委会的营销与发展直接关系到一国奥林匹克运动的开展。伴随着营销学的发展,强调产品质量已经远远不够支撑组织的营销和进步。随着商业化和市场化程度的提高,作为非营利组织的国家奥委会在向企业学习营销过程中逐渐重视利用品牌的强大力量。作为参加了第一届现代奥运会的国家之一,美国奥委会拥有超过百年的历史,而且完全不靠政府资金支持,是世界上营销收入最高的国家奥委会。它通过利用自身品牌进行筹资,满足其利益相关者的需求,从而达到扩大收入来源,提高自身知名度,积累品牌资产和营销自我的目的。品牌定位是组织品牌营销和推广的基石,也是整个品牌建设过程中关键的第一步,它决定着品牌推广战略的选择和使用。本文首先讨论了美国奥委会品牌如何进行定位及其策略的选择,然后探讨其拥有哪些利益相关者,他们各自的关注点以及如何针对不同利益相关者的不同需求设计开展不同的项目和活动以达到双赢互利的目标。最后,面对近几年出现越来越频繁的隐性营销事件,本文着眼于美国奥委会怎样利用法律保护自己的品牌和赞助企业的品牌与利益。其中一些有特色部分可以作为国家奥委会品牌建设的一般性经验加以借鉴,对我国奥委会今后的发展道路也有一定的意义。当然,在充分肯定其优点的同时,本文最后也指出了其中的不足和面临的一些问题,并给出了一点建议。更多还原

【Abstract】 Presently it is not only the severe competition that catches eyeballs in Olympic Games.Gradually,experts and practitioners are getting more interested in how to apply marketing theories into the Olympic Movement to enforce its development.The marketing and development of National Olympic Committees directly influences the performance of a nation in Olympic Movements.On the basis of former experiences,people get to know that emphasis on the quality of products cannot ensure constant growing of an organization.In this mcommercialized society,even being non-profit organizations,National Olympic Committees are learning from corporations of how to market themselves,during which process the power of brand got more attention.The United States Olympic Committee enjoys over 100 years history ever since its establishment.It has never been relying on any financial support from the government,but depended on the revenue generated from its marketing.Through ways like promotion,advertising and sponsorships, it enlarges the revenue channels,upgrades the brand image and accumulates its brand equity with the goal of being financially independent.Brand positioning is the first and key step in the whole process of branding, which determines the choosing and application of brand promoting strategies.After discussion on the brand positioning and strategy choices of USOC,we would analyze how it designs diversified programs to fulfill the needs of various stakeholders.Lastly,in the face of ambush marketing,what are the methods USOC adopts to protect its own brand and the benefits of sponsoring enterprises?Some of these ways can be learned and used by other National Olympic Committees.The experience of USOC mav also contribute to the future development of the Chinese Olympic Committee.At the end of there gives suggestion with the purpose of helping developing National Olympic Committees in a healthier and more effective way.更多还原