燕京啤酒集團(tuán)奧運(yùn)營銷策略研究.pdf

1、髻寒棼霪懿黎饕譬多羚黲蕊鑭潞蠡攀善鬻凳壤麟蠹臻瓣A》攀馕淪塞埝變驥醚=蒸巍l瓤添溪隧糞驥黲霧l蔫囔驥冀j(luò)爨鬻：糞鬃蒸豢簿瑟戇裁蔑爨瓣巍4簸煞鬟：嚳囊i鬟籬；凳：莨藏I鞘镕翮：鬣纛囊i蔫霉。豢獺慧鏨!熟楚羆麟熬。lABSTRACTAlongwiththesarnequaliryphenomenonofchinesebeerbecomeworseandworse，Ⅱlecompetitionbetweenchinesebeercompani

2、eshasturnedintothecompetitionofmanagementMeansandmarketingstrategies，F(xiàn)romthetraditionalpricecompetitiontoqualitycompetition，andthentocurrentbrandcompetition，consumersalwaysreasoninglychoosecompetitiveandsuperiorbrandInfa

3、ct，thecompetitionbetweenmanybeerbrandsiSsevereintheextremeandbecomeinterenationalbeerbrandscompetitioninhomemarketThereforet11einnovationinbrandmarketingwilldecidethefutureandfateofbeerbrandsingreatextentItisWellknowntha

4、tthereisLimitlessbusinessopportunityinthe2008BeijingOlympicGameButhowCanweholdandutilizetheOlympicbusinessopportunityItiSgoodchanceforthebigcorporationstoimprovetheenterprisesandproductbrandsinternationalizationtheenterp

5、riserswhoparticipateintheinternationalcompetidontolookthe2008BeijingOlympicGameaSagoodopportunityandexpressrichandcolorfulideasInthisartictethetheoryaboutsportsmarketing，thehistoryofYanjingBeerGroupandsportsmarketingWaSf

6、irstlyillustratedThenthreecombinedstrategiesmodewithYanjingBeerGroupintraditionalmarketingwerestudiesThenagreatdealofvaluableexperienceand1essoncallbeobtainedthroughanalyzingOfsuccessfixlandunsuccessfixlcasesduringOlympi

7、cGamemarketingItiSveryimportantroleforYanjingBeerGroupmiddle—longtermdevelopmentwhetherOlympicGamemarketingiSsuccessfulornotIfOlympicGamemarketingCanbejoinedinYanjlagBeerGroupmiddle。longtermdevelopmentandmanagementplanOl

8、ympicGamemarketingstrategiescouldbeexactlyandeffectivelydesignedAnewOlympicGamemarketingmodec強(qiáng)befoundedthatYanjingBeerBrandmarketingandthetraditionalcombilIedmarketingmodecouldbeefficientlyintegrated，andOlympicGamecultur

9、e，vanjtngBeerbrandculture，andenterpriseculturebecomefullharmonizationandhaveaexactlyorientationUnderthebannerofOlympicGamemarketingidealOlympicGameadvertisementandspreadeffectCanbeachievedbyuseofttaditionalcombinedmarket

10、ingcarrierAsaresult，YanjingBeers打ongbrandCancomeintobeingunderanewOlympicGoffriemarketingmodeYanjhagBeerwillbecomeasuccessfillmodelofChinesenationalBeerIndustryInOlympicGalBemarketinghistoryKeywords：OlympicGameYanjingBee