Olympic TOP plan is like a field full of infinite seduction of Super game, you want to join this super game, sponsored enterprises not only need the money, you must also have excellent product quality, excellent service and great brand name recognition and reputation. High threshold so that Chinese enterprises in the past been prohibitive Olympics TOP. Since this game for 20 years, no real game winners, such as the well-known Coca-Cola, Samsung and Kodak; of course there are many loser, who in this game a lot of money and effort, but failed to do so, we gain; and some players may have achieved victory, but was unable to continue the game, eventually falls by the wayside. In this field World-Games, people join in, someone quietly retreat — since 4 years of TOP plan was implemented, a total of 24 top enterprises to participate in this super game, many enterprises since participation has always adhered to so far, there are IBM, during Lomb, Xerox, UPS, etc. 13 enterprises contract expires, the fast food giant McDonald's intention to withdraw from the time after the former line. In and out of this is very normal, like a sentence said, "some people have gone, some people like to", because the quota limit TOP plans, and some of the exit is equal to the other expects participants an opportunity to also make TOP plan can often keep fresh blood. Simply, these were the TOP full of endless longings of the enterprise, just managed to get super player eligibility, what helped them select transcripts? saying that every read this difficult. Similarly, these were the TOP sponsor, also has its own exit reasons, following several typical only briefly. IBM: strategic considerations for strategic interests, from the beginning of 2001, has been a long-term sponsor of the games "blue giant" IBM withdrew from the ranks of the TOP sponsors. From the 1960 Squaw Valley Winter Olympic Games Sydney 2000 Olympic Games in 40 years, IBM has been a sponsor of the Olympic Games IT, a habit to each Olympic games provide information services. IBM also during 1993-1996 and 1997 ~ 2000 twice ranked among the TOP sponsors. Two-pronged approach from the hardware and software, to build the world's top brand's overall strategic approach, IBM has invested heavily in the use of the games platform to showcase their brand, product and technical superiority and achieved good marketing effect. For IBM, it's a piece of "market" input cannot say few, including financial, software, hardware, information, services, solutions, etc. While IBM is ready to take advantage of the new century, the International Olympic Committee into the use of rearrangement of the 2001-2004 period TOP programmes, it is decided that the it industry TOP sponsored split into hardware and software (including system integration) two businesses, IBM can only select one continuing sponsorship. As a result of this decision not only contrary to the overall strategy of IBM at the time, but also the derogatory and it has been ahead of the world's biggest in the it industry's brand image, hence the decision to the IBM categorically rejected. After a year of negotiations, the two sides deadlocked and cannot reach a consensus. Finally, IBM announced since 2001 exit TOP sponsorship. Xerox: enterprise financial crunch United States Office equipment company giant Xerox and rites of the Olympic movement began in 1964, Xerox is file printing and office supplies, the only provider in the Olympic Games, the communiqué by the Xerox Corporation is responsible for printing. As a sponsor, Xerox provides funding to the International Olympic Committee and device support. 1994, Xerox also participated in the International Olympic Committee's TOP plan. But in 2004 and beyond, Xerox from Olympic feast in sadly out of the game. 7 October 2003, the International Olympic Committee and Xerox announced in Lausanne, Switzerland, the two sides will be from December 2004 to end partnership. Xerox open grounds "as the corporate marketing strategy adjustment factors". Xerox spokesman in the Exit statement euphemism for the Olympic Games, said: "Although we highly value this year to sponsor the Olympics brings opportunities, but Xerox Xerox has decided to revisit the marketing strategy. We found that in today's world, companies must constantly adjust the company's business and marketing strategies to adapt to the changing market environment. "In fact, Xerox exit Olympic sponsor and ranks the most direct reason is their plight to emerge from business and the business purposes of fiscal austerity. Despite the sponsorship of the Olympic Games, Xerox Corporation has the enviable Olympic communication platform, but their lack of innovation spirit of conservative business strategy, so that it is Ricoh and Canon, and other traditional competitors, as well as the Minolta, sharp, Toshiba, Xerox before repeatedly frustrated Rookie, and even lost the majority of market share. Before deciding to quit a few years, Xerox trouble, issued in August 1999 for the first time since the company's stock price profit warning go low; in May 2001, the company recognized the error references an accounting rules, and report on the 1998 to 2000 profit, also from the Global 500 fell into debts have a predicament. As of 2002, the company was as high as $ 213 billion in debt. In this neiwaijiaokun, sponsored by Xerox had to abandon because of 6000 million in sponsorship fee and several times in subsequent promotion costs for this it would be very risky investment. UPS: weak follow-up to promote the world's largest express company UPS has been consecutively sponsorship and the 1996 Atlanta summer Olympics in Sydney 2000 and 1998 Nagano Winter Olympics. The Sydney Olympic Games, but to the "UPS have reached commercial goals" out of the TOP sponsor of the Olympic Games. UPS has not reached commercial objectives is not known, but it in subsequent promotion sponsored by TOP work there is obviously subdued. In the 2000 Sydney Olympics, sponsor UPS had hoped that through the delivery of the tickets to raise local awareness and dissemination of its "fast, very reliable, best" service characteristics, but due to UPS in o
Big Leah not enough staff, then had to make postal sector to do it in order to cause its brand so shame. Now we all know, the huge sponsorship fee only tickets for the development of the Olympic Games market, as the TOP sponsor of the Olympic Games cannot have any advertising Act, can only be achieved through other means, such as stadiums, a lot of advertising, public relations and promotional activities to achieve campaign, enhance brand image. If subsequent promotion to keep up with the TOP plan to achieve the desired effect, exit is reasonable. McDonald 's: gains full risk United States Chicago a sports consulting firm responsible for JEM · Andrews said: "Olympic sponsorship can be considered the world's most expensive sponsorship. Drop a huge sponsor, the sponsor will also need to spend a lot of advertising, events, etc. If your company is like Coca-Cola, Kodak and VISA company as marketing mass consumption products, sponsor the Olympics is a waste. "The data show that the 1996 Atlanta Olympic Games, sponsorships to more than 200 enterprises, only about 25% of enterprises have in return. Latest TOP plan sponsor threshold up to 6500 k, that is considered as well-established multinational giants, also must consider whether the holder of the TOP programme achieving reasonable returns. In global 119 States 25000 restaurant of McDonald's company 1976 started participating in Olympic Games Sponsorship project, 1997 for the first time a TOP sponsor of the Olympic Games. Then went on to become Olympic TOPV (2000-2004) program of the sponsor. In July 2003, but once the McDonald's company no longer came to participate in the 2008 Olympics TOP sponsorship scheme message because McDonald's after careful evaluation, that too high a sponsorship fee of their value. Although the 2004 McDonald's Corporation announced renew 8 years of Olympic sponsorship contract, but TOP plan gain full risk matters to those who expect to have sounded the alarm. At the TOP of this super game, exit ' is far from the truth, but also to the later left useful inspiration: interested in sports marketing companies, first consider enterprise development direction, strategy and strength, then consider yourself really fit what sports sponsorship, at the same time to ensure the follow-up of the series with the extension work. If in this super game ' or think of found displaced values that do not force, quickly "36 meter — go for it".Phases of the plan sponsor TOP (dash is exited by sponsor)
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