| Acknowledgements | 第1-6页 |
| 摘要 | 第6-7页 |
| Abstract | 第7-12页 |
| Introduction | 第12-14页 |
| Chapter One An Overview of Olympic Marketing | 第14-20页 |
| ·The Concept of Olympic Marketing | 第14页 |
| ·The Olympic Marketing Programs | 第14-16页 |
| ·Television Broadcasting | 第15页 |
| ·Licensing | 第15页 |
| ·Ticketing | 第15页 |
| ·Sponsorship Programs | 第15-16页 |
| ·Other Programs | 第16页 |
| ·The Olympic Sponsorship | 第16-19页 |
| ·The History of Olympic Sponsorship | 第16-17页 |
| ·The Tiers of Olympic Sponsorship | 第17-18页 |
| ·Worldwide Sponsorship | 第17页 |
| ·OCOG Sponsorship | 第17-18页 |
| ·National Sponsorship | 第18页 |
| ·The Obligations and Rights of Olympic Sponsorship | 第18页 |
| ·Sponsorship and Brand | 第18-19页 |
| ·The Significance of Olympic Marketing | 第19-20页 |
| Chapter Two The Previous Olympic Marketing | 第20-31页 |
| ·The Latest Three Olympic Sponsorship | 第20-21页 |
| ·Atlanta Olympic Sponsorship | 第20页 |
| ·Sydney Olympic Sponsorship | 第20-21页 |
| ·Athens Olympic Sponsorship | 第21页 |
| ·Performance Research | 第21-24页 |
| ·Atlanta Olympics | 第21-22页 |
| ·Sydney Olympics | 第22-23页 |
| ·Athens Olympics | 第23-24页 |
| ·Successful Cases | 第24-29页 |
| ·Coca-Cola | 第24-27页 |
| ·The Specific Sponsorship Objectives | 第24页 |
| ·Amsterdam 1928 | 第24-25页 |
| ·Los Angeles 1932 | 第25页 |
| ·Atlanta 1996 | 第25-26页 |
| ·Sydney 2000 | 第26页 |
| ·Athens 2004 | 第26-27页 |
| ·Samsung | 第27-29页 |
| ·Samsung's Olympic Marketing Activities | 第28页 |
| ·Benefits from the Sponsorship | 第28-29页 |
| ·Failed Cases | 第29-31页 |
| ·United Parcel Service (UPS) | 第29页 |
| ·Xerox | 第29-31页 |
| Chapter Three The Olympic Marketing in China | 第31-49页 |
| ·The Commencement of the Olympic Marketing in China | 第31-32页 |
| ·Jianlibao | 第31页 |
| ·Seagull Watch | 第31-32页 |
| ·The Preliminary Development of the Olympic Marketing in China | 第32-33页 |
| ·In the Early 1990s | 第32页 |
| ·The Sydney 2000 Olympics | 第32-33页 |
| ·The Further Development of the Olympic Marketing in China | 第33-34页 |
| ·The Beijing 2008 Olympic Marketing | 第34-42页 |
| ·Beijing 2008 Olympic Games Sponsorship Program | 第34-36页 |
| ·Sponsorship Tiers | 第35页 |
| ·Sponsors of the Beijing 2008 Olympic Games | 第35-36页 |
| ·Rights and Benefits | 第36页 |
| ·The Modes of Olympic Marketing | 第36-39页 |
| ·Official Olympic Marketing | 第37-38页 |
| ·Ambush Olympic Marketing | 第38页 |
| ·Joint Olympic Marketing | 第38-39页 |
| ·The 2006 Annual Report of the Olympic Marketing | 第39-42页 |
| ·Introduction | 第39-40页 |
| ·The Result | 第40-42页 |
| ·The Main Problems of Beijing 2008 Olympic Marketing | 第42-49页 |
| ·The Ipsos Survey | 第43-44页 |
| ·Sponsorship Performance Indexes | 第43页 |
| ·Survey Results | 第43-44页 |
| ·The Specific Problems | 第44-49页 |
| ·Lack of Marketing | 第44页 |
| ·Lack of Overall Strategy and Systematic Program | 第44-45页 |
| ·Insufficient Marketing Budgets | 第45页 |
| ·Mismatched Product Positioning and Marketing with the Olympics | 第45-46页 |
| ·One-Track and Uninspired Marketing | 第46页 |
| ·Wrong Recognition | 第46-47页 |
| ·Ignoring Societal Interaction | 第47-48页 |
| ·Half Marketing, Half Quality | 第48-49页 |
| Chapter Four Integrated Marketing Communication Strategy | 第49-70页 |
| ·Integrated Marketing Communications (IMC) | 第49-52页 |
| ·The Concept of Integrated Marketing Communications | 第49-50页 |
| ·Goal of Integrated Marketing Communications | 第50页 |
| ·Features of IMC | 第50-51页 |
| ·Steps in Developing Effective Marketing Communications | 第51-52页 |
| ·The Integrated Marketing Communications and the Olympic Marketing | 第52页 |
| ·Specific Measures | 第52-70页 |
| ·The Pre-Olympic Period | 第53-59页 |
| ·Olympic Sponsorship is a Marathon, not a Sprint | 第53-54页 |
| ·Form a Marketing Group | 第54页 |
| ·Clarify a Marketing Objective | 第54页 |
| ·Set a Marketing Theme in Line with the Olympic Theme | 第54-55页 |
| ·Develop Olympic-themed Products | 第55-56页 |
| ·Integrate Different Communications Tools | 第56-57页 |
| ·Promote the Sponsorship at Multiple Points of Contact | 第57页 |
| ·Unify the Image and the Slogan | 第57-58页 |
| ·Launch Marketing on a Large Scale | 第58-59页 |
| ·Be Innovative | 第59页 |
| ·The Mid-Olympic Period | 第59-64页 |
| ·Make Olympic-themed Advertisement | 第59-60页 |
| ·Bid for the Broadcast of Olympic Programs in CCTV | 第60-61页 |
| ·Sponsor One of the Chinese Teams | 第61页 |
| ·Sign up Olympic Champions as Image Spokesmen | 第61-62页 |
| ·Design New Packages with the Image of a Champion | 第62-63页 |
| ·Launch Olympic-themed Activities | 第63页 |
| ·Pay Great Attention to Competitors | 第63-64页 |
| ·The Post-Olympic Period | 第64-70页 |
| ·Celebrate the Olympic Champions | 第64-65页 |
| ·Sponsor TV Serial about the Olympics and Olympic Champions. | 第65页 |
| ·Invite Some Champions to Do a Report Tour | 第65-66页 |
| ·Sign up a Sportsman as Spokesman | 第66页 |
| ·Organize Olympic-themed Commemorative Activities | 第66页 |
| ·Launch Nationwide Body-building Campaign | 第66-67页 |
| ·Do Some Public Welfare Undertakings | 第67-68页 |
| ·Pay More Attention to the Quality of the Product | 第68页 |
| ·Bring the Olympic Values and Life Everyday | 第68-69页 |
| ·Go Global | 第69-70页 |
| Conclusion | 第70-72页 |
| Bibliography | 第72-74页 |
| 指导教师评语 | 第74页 |
