差异性契合战略——基于2012年伦敦奥运会3家赞助企业多案例研究的发现

Differentiation-fit Strategy——A Multi-Case Study Based on Three Sponsors of the London 2012Olympic Games

摘要: 在文献综述的基础上建立了差异性契合战略的理论框架, 以3家2012年伦敦奥运会赞助商作为研究对象, 运用规范的案例研究方法, 对赞助企业如何进行差异性契合这一问题进行了研究。通过实地访谈和二手资料收集、数据编码、研究分析等阶段, 最后得出了差异性契合战略理论:1) 差异契合点构建, 内容包括确定明晰的差异点目标、选择具有差异的契合点;2) 差异契合点的赞助杠杆运用, 内容包括制定代言人组合策略、开展互动性的整体介入活动。

Abstract: Based on the literature review, the theoretical framework of the differentiation-fit strategy is developed.Then, using a standardized case study method, including field interviews, secondary data collection, data coding, research and analysis, this paper systemically studies the differentiation-fit practices of Three Sponsors of 2012Olympic Games.The conclusion of the differentiation-fit strategy theory is drawn:1) building differentiation-fit point, included ensuring a distinct different objective, and selecting a different point about fit project;2) using sponsorship leveraging of differentiation-fit, included drafting endorser-mix tactics, and setting up interaction-congruence activities of customer involvement.