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中国企业营销奥运

时间:2020-09-15来源:安博郑州志远 作者:迟迟心动 点击:

  当中国运动鞋制造商鸿星尔克(Hongxing Erke)的高管们规划一项奥运会营销战略时,他们首先做的是研究赛事日程。他们的参赛计划是什么?与中国女子48公斤级举重运动员达成一项赞助协议。

  举重在中国并没有庞大的追随者队伍,但该级别的举重队员拥有一项优势:他们在比赛中很有可能为中国摘取首枚金牌。

  鸿星尔克一位乐观的营销高管表示:“当中国女子举重选手在2008年奥运会上赢得首枚金牌时,鸿星尔克的精神也将得到广泛传播。”

  北京奥运会为中国消费产品制造商提供了一个独特的商机。尽管中国在制造业方面实力强大,但在国内树立品牌形象的公司少之又少,更别说在海外市场上了。北京奥运会被视为下一个超级大国的“亮相派对”,对许多本土品牌来说可能也是如此。

  与其跨国竞争对手相比,中国企业的营销预算通常少得可怜,因此它们正试图创新性地利用奥运会,以较低的成本提高其品牌形象。

  上海一位零售业咨询顾问保罗弗伦奇(Paul French)表示:“每一届奥运会都会出现游击营销,届时各家公司都试图成为媒体报道的对象,而北京奥运会上将出现大量的这种营销方式。”

  例如,许多企业已签署协议,为其本地报纸的奖牌排行榜提供赞助。中国汽车制造商一汽集团(FAW)正提供面值为2008元人民币(合266美元)的汽油券来促销。2008是举办北京奥运会的年份。

  里昂证券(CLSA)中国研究部主管刘炜(William Liu)表示:“中国数千家企业已摒弃思维束缚,以寻求创造性方式,从奥运会中获利。”

  为争夺媒体曝光度,这些企业将站出来与跨国企业一较高下。跨国企业向来利用奥运会推广其全球品牌形象,它们也将利用2008年北京奥运会,帮助自己进军中国市场。

  麦当劳(McDonald's)中国业务首席营销官罗凯睿(Gary Rosen)表示:“我们希望以一种在往届奥运会上没有过的方式,加强与中国消费者的联系。”继成为奥运会主要赞助商之一以后,麦当劳已在其中国大陆餐厅启动一个“中国汉堡”(China Mac)行动,推出符合中国人口味的汉堡。

  一些中国企业正试图利用奥运会大力向国外扩张。其中最突出的代表是联想(Lenovo)。该公司两年前收购了IBM个人电脑业务,是首家成为奥运会主要全球赞助商的中国企业。分析师估计,要获得这一荣誉,需要投入6000万美元。

  其动机非常明显。联想在中国是一个知名品牌,但在国际上就大不相同。而从2010年开始,访公司将失去在其产品上使用IBM标签的权利。

  联想的营销计划包括更为明显的举措,例如在其个人电脑上粘贴奥运会标志,以及参与奥运会火炬的设计。该公司还将发布带有奥运会火炬设计的限量版笔记本电脑。

  另一家在奥运会营销方面投入大量资源的集团是中国运动服装零售商李宁(Li Ning)。该公司在其本土市场上与耐克(Nike)和阿迪达斯(Adidas)竞争,但它也努力建立国际形象,成为首家赞助一位美国NBA篮球运动员的中国公司。

  出于奥运会的考虑,该公司已与阿根廷篮球队和瑞典国家队签署协议,此外还有中国体操队、乒乓球队和跳水队。李宁预计,明年其多达20%的收入将用于营销支出。

  为了向国外扩张,一些中国企业签署了怪怪的协议。鸿星尔克已与朝鲜奥运代表团签署了一项赞助协议。李宁则同意赞助苏丹的奥运参赛队伍。中国的苏丹政策已受到一些人的严厉批评。

  When executives at Hongxing Erke, a Chinese sports-shoe maker, were planning an Olympics marketing strategy, they began by examining the schedule of events. Their game plan? A sponsorship deal with the Chinese women weightlifters in the 48kg category.

  Weightlifting does not have a huge following in China, but the team members at that weight have an advantage: they stand a good chance of collecting the first gold medal for China in the games.

  “When the Chinese women weightlifters win the first gold in 2008, the spirit of Hongxing Erke will also be widely spread,” says an optimistic marketing executive.

  The Beijing games present a unique opportunity for Chinese makers of consumer goods. For all the country's might in manufacturing, few companies have established brands domestically, let alone abroad. Billed as a coming-out party for the next superpower, the Beijing Olympics could be the same for many local brands.

  Chinese companiesoften have minuscule marketing budgets compared with their multinational rivals, so they are trying to be innovative in using the Olympics to enhance their image at low cost.

  “Every Olympics has guerrilla marketing, when companies try to come in under the wire, but there will be lots of it in Beijing,” says Paul French, a retail consultant in Shanghai.

  A number of companies have signed deals to sponsor the medals table in their local newspapers, for instance. Chinese carmaker FAW is offering petrol coupons worth Rmb2,008 ($266, 93, 130) – the year of the Olympics – to promote sales.

  “Chinese companies in their thousands have donned their thinking caps to find creative ways to cash in on the games,” says William Liu, head of China research at brokerage CLSA.

  In the battle for exposure, they will be up against multinationals that have traditionally used the Olympics to promote their global image, but which will also be using the 2008 games to bolster their push into China.

  “We are hoping to connect with local customers in a way that has not been seen at other Olympics,” says Gary Rosen, head of marketing for McDonald's in China. In tandem with its position as one of the lead sponsors of the games, McDonald's has launched a “China Mac” in its mainland restaurants, a burger with Chinese flavours.

  A handful of Chinese companies are trying to use the Olympics to reach well outside the country. The most prominent is Lenovo, which acquired IBM's PC business two years ago and is the first Chinese company to be one of the main worldwide Olympic sponsors – an honour that comes with a price tag analysts put at $60m (29.4m, 3.6m).

  The motivation is clear. Lenovo is a well-known brand name in China, but much less so internationally. But from 2010, the company will lose the rights to use the IBM label on its products.

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