奥运营销,是借助奥运赛事为载体来推广企业产品和品牌的市场营销活动,是将产品与体育结合,把体育文化与品牌文化相融合以形成特有企业文化的一种战略。本文着重对李宁的奥运营销策略进行分析,以期能够为我国体育用品企业开展营销活动有所借鉴。 Olympic marketing is based on Olympic events as a carrier to promote corporate products and brand marketing activities, the product is combined with sports, the sports culture and brand culture to form a unique corporate culture strategy. This article focuses on Li Ning’s Olympic marketing strategy analysis, with a view to our sporting goods companies to carry out marketing activities to learn from.