| Acknowledgement | 第1-7页 |
| 内容摘要 | 第7-9页 |
| ABSTRACT | 第9-12页 |
| Introduction | 第12-15页 |
| Chapter Ⅰ An Overview of Culture Related to Olympic Marketing | 第15-21页 |
| ·The Different Layers of Culture Related to Olympic Marketing | 第16-19页 |
| ·The Relationship between Culture and Olympic Marketing | 第19-21页 |
| Chapter Ⅱ An Overview of Olympic Marketing | 第21-31页 |
| ·The Concept of Olympic Marketing | 第21-27页 |
| ·The Features of Olympic Marketing | 第27-28页 |
| ·The Significance of Olympic Marketing | 第28-31页 |
| ChapterⅢThe Programs of Olympic Sponsorship | 第31-38页 |
| ·The History and Development of Olympic Marketing and Olympic Sponsorship | 第31-33页 |
| ·Different Tiers of Sponsorship Program | 第33-35页 |
| ·The Sponsorship Programs of Beijing 2008 Olympic Games | 第35-38页 |
| Chapter Ⅳ Successful Olympic Marketing Cases | 第38-44页 |
| ·coca-cola | 第38-41页 |
| ·Samsung | 第41-44页 |
| Conclusion | 第44-46页 |
| Bibliography | 第46-47页 |
