文摘

英文文摘

聲明

Acknowledgements

Introduction

Chapter One An Overview of Olympic Marketing

1.1 The Concept of Olympic Marketing

1.2 The Olympic Marketing Programs

1.2.1 Television Broadcasting

1.2.2 Licensing

1.2.3 Ticketing

1.2.4 Sponsorship Programs

1.2.5 Other Programs

1.3 The Olympic Sponsorship

1.3.1The History of Olympic Sponsorship

1.3.2 The Tiers of Olympic Sponsorship

1.3.3 The Obligations and Rights of Olympic Sponsorship

1.3.4 Sponsorship and Brand

1.4 The Significance of Olympic Marketing

Chapter Two The Previous Olympic Marketing

2.1 The Latest Three Olympic Sponsorship

2.1.1 Atlanta Olympic Sponsorship

2.1.2 Sydney Olympic Sponsorship

2.1.3 Athens Olympic Sponsorship

2.2 Performance Research

2.2.1 Atlanta Olympics

2.2.2 Sydney Olympics

2.2.3 Athens Olympics

2.3 Successful Cases

2.3.1 Coca-Cola

2.3.2 Samsung

2.4 Failed Cases

2.4.1 United Parcel Service (UPS)

2.4.2 Xerox

Chapter Three The Olympic Marketing in China

3.1 The Commencement of the Olympic Marketing in China

3.1.1 Jianlibao

3.1.2 Seagull Watch

3.2 The Preliminary Development of the Olympic Marketing in China

3.2.1 In the Early 1990s

3.2.2 The Sydney 2000 Olympics

3.3 The Further Development of the Olympic Marketing in China

3.4 The Beijing 2008 Olympic Marketing

3.4.1 Beijing 2008 Olympic Games Sponsorship Program

3.4.2 The Modes of Olympic Marketing

3.4.3 The 2006 Annual Report of the Olympic Marketing

3.5 The Main Problems of Beijing 2008 Olympic Marketing

3.5.1 The Ipsos Survey

3.5.2 The Specific Problems

Chapter Four Integrated Marketing Communication Strategy

4.1 Integrated Marketing Communications (IMC)

4.1.1 The Concept of Integrated Marketing Communications

4.1.2 Goal of Integrated Marketing Communications

4.1.3 Features of IMC

4.1.4 Steps in Developing Effective Marketing Communications

4.2 The Integrated Marketing Communications and the Olympic Marketing

4.3 Specific Measures

4.3.1 The Pre-Olympic Period

4.3.2 The Mid-Olympic Period

4.3.3 The Post-Olympic Period

Conclusion

Bibliography