可口可樂參與奧運行銷贊助之探討

The Exploration of Olympic Marketing and Sponsorship in Coca-Cola Company

張淑芳(Chang-Shu Fang)

《2008年北京奧運會後兩岸體育發展研討會論文集》 2008 (2008/12) Pp. 151-166

https://doi.org/10.29535/beijingolympics.200812.0151

摘要

本研究是以可口可樂參與「奧運全球合作夥伴」的贊助角度，透過文獻探討，從奧運贊助計畫的發展、奧運贊助的權益、可口可樂八十年的奧運贊助歷程、以及2008北京奧運的行銷贊助活動，來了解可口可樂能夠在品牌價值2007年蟬聯第一以及北京奧運營銷成功的關鍵，以作爲日後有意參與奧運贊助的廠商，以及其他推行運動行銷贊助廠商之參考。研究發現可口可樂公司奧運贊助的關鍵主軸有三：1.藉由奧運和全球運動迷對話2.階段性行銷，熱度逐步加溫，點燃全球民眾的熱情3.考量地方化，融入當地文化與生活元素，引發共鳴。結論建議未來有意加入奧運贊助的廠商能夠在行銷策略與奧運精神一致，且行銷手法能夠新穎，方能獲得更大共鳴與成效。

關鍵字

運動贊助 ； 品牌行銷 ； 奧運全球合作夥伴

並列摘要

The research is based on being a member of ”The Olympic Partner (TOP)” program. Through the literature and content analysis on the development of TOP program, the right s of TOP program, the partnership hi story of Coca-Cola, and the marketing and sponsorship in Beijing 2008 Olympic Games, we know why the Coca-Cola company still got the first prize of brand equity in 2007 and had earning growth in Beijing 2008 Olympic Games. It can be the guidance for the Olympic sponsorship or other sports sponsorship companies. The study shows that the Olympic marketing and sponsorship of Cock-Cola focuses on communicating with the sports fans through Olympic Games, inspiring the sports fans' passion step by step, and integrating local culture and elements into sponsorship. We suggest other companies can do more efforts on marketing which is related to the Olympic spirits and creativity. Thus, they will get better brand equity and sponsorship effects.

並列關鍵字

sports sponsorship ； brand marketing ； the Olympic Partner TOP