奥林匹克品牌营销的组织管理及中、美、澳三国间的比较

奥林匹克品牌营销的组织分别是国际奥委会、奥运会组委会和国家奥委会。国际奥委会直接组织实施的奥林匹克营销计划,其营销收入的92%分给了国家奥委会、国际单项体育联合会和奥运会组委会。奥运会组委会管理奥运会的市场开发活动,其营销收入的95%留做奥运会组委会和举办国国家奥委会举办奥运会使用。国家奥委会进行的奥林匹克市场开发活动包括在本国进行的国家奥林匹克赞助和供应商计划及国家奥林匹克特许计划,其市场开发收入100%的保留。文章讨论了洛杉矶奥组委、悉尼奥组委、北京奥组委的市场营销和美国奥委会、澳大利亚奥委会、中国奥委会的营销组织管理。

Organization and Administration of Olympic Marketing and Its Difference in China, U.S.A. And Australia

The organizations of Olympic brand marketing include International Olympic Committee(IOC),Organizing Committee for the Olympic Games(OCOG) and Nations Olympic Committee(NOCs).The 95 percent of The Olympic Program revenue,which is directly organized by IOC,is dealt out to NOCs,GAISF(General Assembly of International Sports Federations) and OCOG.The 95 percent revenue of Olympic Games marketing activities directed by OCOG is allotted to NOCs and the holding NOG for holding Olympic Games.The marketing activities of NOCs,in its country,involve the National Olympic Sponsorship,Supplier and Franchise Program.And all its revenue belongs to the country.The paper discusses the marketing of Los Angeles,Sydney and Beijing OCOG,and the marketing organization and administration of U.S.A.Olympic Committee,Australia Olympic Committee and China Olympic Committee.