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Study on Enterprise Risk Management Based on Olympic Marketing

Author: ZuoPing
Tutor: WangLuYao
School: Wuhan University of Science and Technology
Course: Business management
Keywords: the Olympic Game Olympic Marketing risk management the critical risk FAHP
CLC: F274
Type: Master's thesis
Year: 2013
Downloads: 5
Quote: 0
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The Olympic Games is an amazing event that attracts world people’s eyeball. Therefore,it is the ideal platform for the world products and brands. The core of Olympic Marketing is tomaximize spiritual values, dissemination value, consumption value and brand value.However,how to avoid risk and balance risk and revenue when the enterprises are taking intosponsoring the Olympic Games and taking advantage of the priorities that the Olympicprovides to realize their marketing goals.This article adopts the literature material method, questionnaire method and empiricalresearch method to study on Olympic marketing strategy systematically, objectively andscientifically. Firstly, the article talks about the Olympic marketing and its risk managementbackground,then discusses the process of the Olympic marketing and the purpose of riskmanagement, which highlights the importance of the Olympic marketing and the riskmanagement of enterprises on the Olympic marketing. Then the famous scholars at home andabroad for the Olympic marketing and its risk management related research present situationwere summarized, pointed out that the domestic related research still lags behind many,therefore, the Olympic marketing risk management research more need to cause the attentionof scholars. Based on the questionnaire investigation method to consumer attention Olympicthe present situation to carry on the analysis, and points out that the enterprise sponsor theOlympic Games of the importance of market survey, and obtains the enterprise the Olympicmarketing process in the various risks. The analytical hierarchy process (AHP), to theenterprise marketing strategy formulation and implementation of the Olympic Games in thecourse of the reality and potential risk source, analysis and classification, and then carry on thelevel classification, which is divided into key risk, whether sexual risk, selective risk andgeneral risk. Reuse fuzzy evaluation method, and calculates the general enterprise in theformulation and implementation of the Olympic marketing strategy, meet risk level. In the risklevel, the company is sponsoring the Olympics, enterprise whether can withstand sponsor theOlympic sponsorship of the huge costs and marketing costs, sponsorship enterprise canthrough to its financial status, balance of its financial risk evaluation, and then the optionmethod, through the fuzzy and calculating enterprise does not support the Olympic Games, theenterprise value, and the realization of the enterprise sponsor the Olympic Games, the valuerealization, carries on the contrast analysis, it is concluded that enterprise how to choose.

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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