大型活動(dòng)策劃對企業(yè)品牌價(jià)值提升研究——以中國移動(dòng)贊助2008年北京奧運(yùn)會(huì)為例.pdf

1、山東大學(xué)碩士學(xué)位論文大型活動(dòng)策劃對企業(yè)品牌價(jià)值提升研究——以中國移動(dòng)贊助2008年北京奧運(yùn)會(huì)為例姓名：孫巖申請學(xué)位級(jí)別：碩士專業(yè)：工商管理指導(dǎo)教師：王德勝20090323山東大學(xué)碩士學(xué)位論文AbstractEnterprisessetupbrandsponsoredactivitiesbytakingadvantageoftheinfluenceoflarge—scaleactivitiesThepublicinfluenceandat

2、tractiveofLarge—scaleactivitiesarethebasisofenhancingitsbrandvalueUsingthehighdegreeofsocialconcemonlarge—scaleactivities，Enterprisestakelarge—scaleactivitiesasthedisseminationofvectorStructurestoenhancethevalueofcorpora

3、tebrandplatformThroughvariouschannelstoenhanceconsumerbrandawarenessandloyaltyExpandbrandawarenessandpositiveassociation，SoastoenhancethecorporatebrandvalueEnterprisesandthesocietyeventuallywillbebenefitedgreatlyInthispa

4、perfirstlyitanalyzedthetheoreticalsystemofbrandvaluefromtherelatedtheorybetweenthelarge—scaleactivitiesplanningandtheoriginalconceptofthebrandvalue，createdamodelforenhancingbrandvaluebasedonlarge—scaleactivitiesplanTheni

5、tanalyzedthatlargescalemarketingactivitiesofenterprisesplanningtotheeffectivenessforupgradebrandvalue，andputforwardtheproblemChinesecompaniesshouldbenotedthroughthesponsorshipofmajoreventsinthebrandvalueFinallythispapert

6、ookChinaMobilesponsoredthe2008BeijingOlympicsasanexampletoverifytheactivityoflargescaleenterprisestoenhancebrandvalueandputforwardlargescaleactivitiescanenhancethebrandvalueoftheappropriatestrategiesandspecifiedtherightd