奧運(yùn)語境下企業(yè)品牌傳播研究.pdf

1、華中科技大學(xué)碩士學(xué)位論文奧運(yùn)語境下企業(yè)品牌傳播研究姓名：侯傲霜申請(qǐng)學(xué)位級(jí)別：碩士專業(yè)：廣告與公關(guān)指導(dǎo)教師：余明陽20090531IIAbstractAsaninternationalsptsgameOlympicscanattractmuchmepeoplesattentionthanotherones.SotheOlympicsheldeveryfouryearsisnotonlythearenafathletesrealizingt

2、heirdreamswinninghonsftheircountrybutalsoagreatstageftopcompaniespromotingtheirbrs.ThewldhaveeyesonBeijingbecauseof2008BeijingOlympicssothesituationprovidesChinesecompanieswithagreatchancefselfdevelopmentBrcommunication.

3、NowtheOlympicsisovertheresearchreviewofthewinslosscangivegreatguidesexperiencefChinesebrsgoingoverseas.BrcommunicationbasedonOlympicsaredifferentfromthetraditionalcommunicationactivities.TheOlympicsitselfhasgreatbrfamili

4、arity，brreputationloyaltyithaspricelessbrassets.AtthesametimetheOlympianismpioneeredbyPierredeCoubertinwith100years’developmenthasbeenwidelyacceptedbythewldbecometheOlympicculturalessence.FromtheperspectiveofOlympicpropa

5、gaattributesOlympicsisnotameresptsgamebutalsoabderlessinfluentialmedium.BecauseofthesereasonsmanycompanieshavethefeatureofpromotingtheirownbrsdependinggreatlyontheOlympicplatfm.AccdingtotheCommunicationTheyof5Wmodethepro

6、cessofcompanybrcommunicationsisthecompanyrelevantwithOlympicsnotcanpromotebrsrelevantwithOlympicstogeneralpublicconcernedwithOlympicsusingpubliccommunicationmethodssuchasadvertisementspublicrelationsnews.Thispaperhadadee

7、presearchontheeachelementoftheprocessofbrcommunicationsdiscussedthebrcommunicationstrategybasedonOlympics:firstlycompanyitselfshouldconsiderwhethersponsingOlympicsfromthreerespectssuchasdevelopmentstrategybrintensionprod

8、ucttypetheirowneconomicpowersecondlyaccuratelyfindthemeetingpointofcompanybrtheOlympicsthirdlymakingintegratedmarketingcommunicationplanguaranteethecommunicationactivitygoingwellatlastreviewtheOlympicbrcommunicationgathe