The Guiding Significance of Olympic Marketing on China's Sports Industry Business Promotion: What are the Enlightenment and Lessons from Historic Cases?

Abstract

This article delves into the significance of Olympic marketing in advancing the Olympic movement and examines the challenges and prospects for the Chinese sports industry to employ cooperative marketing and promotion campaigns to bolster its national economy. The piece derives insights and tactics from the lessons and stratagems of prior Olympic events and sets forth strategic recommendations for Chinese stakeholders to participate in and collaboratively cultivate the sports economy. It underscores the paramount of relationship marketing, continual advancement, methodical marketing planning, and comprehension of the implications associated with Olympic marketing. Moreover, the article contemplates the relevance of service-dominant logic and social identity theory in sports marketing. Nevertheless, it also broaches apprehensions regarding the commercialization of the Olympic Games and the prioritization of financial gain over athlete welfare. Finally, the article advocates for a strategic blueprint to elevate China's sports industry by merging it with other sectors, advocating for healthy lifestyles, and amplifying domestic demand and consumption, while acknowledging the resource dependence theory and the intense competition among industry contenders.