体育盛事与企业赞助—分析2008奥运会
围绕2008北京奥运会的本质“以人为本”，本文探讨了赞助商的奥运赞助战略。本文以奥林匹克运动会变得越来越商业化这种现状开始陈述。通过仔细广泛的分析，作者总结出更多的人，特别是体育发起者倡导，举行体育赛事，特别是大型的赛事如奥运会，必须要遵循体育精神的原则,即:公开、公正、公平。基于此原则，本文试图探索体育赞助的因素和指出奥运会特别是即将到来的北京奥运会，由于它会带来的巨大利益而受万众瞩目，并且会引起全球合作伙伴计划的赞助商，北京2008年奥运会赞助商和北京2008年奥运会供应商（独家供应商/供应商）之间的激烈竞争。分析的结果是，如果赞助商的赞助战略与北京奥运会提出的三个奥运主题紧密结合，他们就会成为赢家。因此，我们得出的结论是，在体育赞助过程中，赞助商必须考虑到的因素是：现行的经济状况，潜在顾客的需求，自身的条件，许可的权利，获得的利益及其它，如：在北京奥运会中。只有这样才能达到三赢。
关键词：体育赞助; 营销战略;奥运会;奥运主题
Abstract
Centering round the vital essence of the 2008 Beijing Olympic Games that is people-oriented, this paper is intended to probe into the sponsor strategies on the Beijing Olympics. This paper starts with a statement that the resent trend of the Olympics has been becoming more commercial. Through careful and extensive analysis, the author concludes that more people especially the sports addressers are advocating that holding sports events especially large-scale event like the Olympic Games should focus on the principle of that is insisting on the sports spirit of openness, transparency and fairness. Based on this principle, the paper attempts to explore the factors of sports sponsorship and point out that Olympics especially the Beijing Olympics attracts intensive intention for its great benefit it will bring along by comparing the heat competitions among the Worldwide Olympic Partners also called the Olympic partner(TOP) , Beijing 2008 Partners ,Beijing 2008 sponsor and Beijing 2008 Suppliers (Exclusive Suppliers /Suppliers). Result of the analysis is that sponsors would get great benefit only when their marketing strategies are closely related to the Beijing Olympics three concepts. Therefore, we can conclude that in the processing of sports sponsoring, factors should be considered which the resent economic, potential customers’ needs are, entities own condictions, the rights, benefits and others, e.g. the Beijing Olympics. Only by that can the three-win achieve.
Key words: Sports Sponsorship; Marketing Strategy; Olympics; Olympic Concept
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