奥运营销研究报告iResearchOlympicGamesMarketingResearchReport2008年目录Ⅰ.第七届中国网民网络消费行为大调研背景......................................................................5一、调查领域划分................................................................................................................5二、研究主要内容................................................................................................................5三、研究报告成果................................................................................................................5Ⅱ.研究方法.........................................................................................................................6（一）艾瑞网络调研（网民）说明......................................................................................6（二）艾瑞网络调研（行业研究）说明...............................................................................6Ⅲ.概念定义.........................................................................................................................7Ⅳ.报告摘要.........................................................................................................................8Ⅴ.报告正文.......................................................................................................................101．奥运传播与网络媒体....................................................................................................101.1传统媒体与网络媒体的传播特点..............................................................................101.2传统媒体在奥运传播上的优势..................................................................................111.3网络媒体在奥运传播上的优势..................................................................................131.42008年奥运传播特点...............................................................................................141.5各类网络媒体在奥运传播上的特点..........................................................................161.5.1综合门户........................................................................................................161.5.2搜索引擎........................................................................................................252．奥运营销与广告主........................................................................................................262.1网民对奥运赞助商的认知度.....................................................................................262.1.12008奥运赞助商认知率差距悬殊..................................................................272.1.2月收入4000-6000元的网民对08奥运赞助商认知度高.................................282.1.3高学历网民对08奥运赞助商认知度高...........................................................292.14女性网民对食品饮料行业08奥运赞助商认知度高.........................................302.1.5网民对08奥运赞助商的认知度与年龄有关....................................................312.2奥运赞助商的网络营销.............................................................................................322.2.1赞助商应以产品、服务为本...........................................................................322.2.2积极参与公益事业，履行社会义务................................................................332.3非奥运赞助商的网络营销......................
