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作者:

Huang Lu-cheng (Huang Lu-cheng.) (学者:黄鲁成) | Zhou Ting-ting (Zhou Ting-ting.)

收录:

CPCI-S CPCI-SSH

摘要:

In today's ultra-competitive and complicated business environment, sponsorship is a significant marketing communications strategy for building brands. An increasing number of companies seek to enter the Olympic marketing platform through sponsorship. However, little is known about the evaluation and measurement criteria for selecting Olympic sponsors. In this study, we found 1091 relevant documents through Internet. Based on text mining, we finally extracted and summarized five key criteria. And then we used a case (Coca-Cola Company) to verify the results we got by using text mining and to help us better understand the criteria applied in the process of selecting Olympic sponsors. The findings indicated that companies should develop some marketing-related competencies and formulate correct marketing strategy so as to enter the Olympic markets effectively and achieve favorable publicity for their brands.

关键词:

Coca-Cola company sponsor Olympic games text mining

作者机构:

  • [ 1 ] [Huang Lu-cheng]Beijing Univ Technol, Sch Econ & Management, Beijing 100022, Peoples R China
  • [ 2 ] [Zhou Ting-ting]Beijing Univ Technol, Sch Econ & Management, Beijing 100022, Peoples R China

通讯作者信息:

  • 黄鲁成

    [Huang Lu-cheng]Beijing Univ Technol, Sch Econ & Management, Beijing 100022, Peoples R China

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来源 :

PROCEEDINGS OF 2007 INTERNATIONAL CONFERENCE ON MANAGEMENT SCIENCE & ENGINEERING (14TH) VOLS 1-3

年份: 2007

页码: 85-90

语种: 英文

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