伦敦奥运会的大幕马上就要拉开，在接下来17天的时间里，赛场上每一个中国运动健儿的表现都将会牵动着13亿国人的目光，奥运会也必然会成为接下来半个多月时间内的最热点的话题。

The London Olympic Games starting open soon，In the next 17 days of the time，The field every Chinese athletes will affect the performance of the 1.3 billion people's eyes，The Olympic Games will inevitably become the next time for more than half a month of the most hot topic。

　　许多房地产企业借助奥运会的巨大影响力，开展了多种多样的营销活动，并取得了较好的推广效果。早在今年6月初，天鸿万象新天就在济南举办了“奥运小记者”的首场海选活动。在历时近一个月的选拔过程中，有3000多名小朋友报名参加活动。万象新天项目负责人表示：“本次活动得到了济南小朋友和家长的广泛关注，参与的积极性非常高。借助本次奥运小记者活动，我们的项目也得到了很好的展示。”另外，保利、万科、碧桂园等房企也在全国各地开展了一系列的与奥运相关的项目推广活动。

Many real estate enterprise with great influence of the Olympic Games，To carry out the various marketing activities，And get a good promotion effect。As early as the beginning of June this year，Vientiane new heavens and tian hong in jinan held“Olympic small reporter”The first auditions activities。In the lasted nearly a month of the selection process，More than 3000 children enter for activities。Vientiane new heavens and a project principal said：“This activity has been jinan children and parents' attention，The enthusiasm of participation is very high。With the aid of the Olympic small reporter activities，Our project also got very good display。”In addition，poly、vanke、On country enterprises such as room in all parts of the country has carried out a series of olympics-related projects promotion activity。

　　“越来越多的房地产企业开始进军"体育圈"，从较早的万达集团入主大连足球并且成就大连足球辉煌历史到新近恒大排球、足球全方位涉足体育事业，开发商们都感受到了体育对自身品牌塑造的独特作用”，一位资深房地产行业人士说道。

“More and more real estate enterprises begin to march"Sports circle"，From the earlier capturing dalian wanda group football and achievement dalian football brilliant history to newly evergrande volleyball、Football in all sports，Developers have to feel the sports brand shaping their own unique role”，A senior real estate professionals said。

　　“现在的中超联赛可以称之为"开发商间的较量"了。”省内某体育记者戏称。据不完全统计，现在的中超十六支球队中至少有12支是由纯房地产开发企业或者是涉足房地产的企业冠名。

“Now of the super league may call it"Developers battle between"the。”Province a sports reporter calls。According to incomplete statistics，Now the super 16 teams in at least 12 branch is made of pure real estate development enterprise or is involved in real estate enterprise named。

　　“众房地产开发企业花费大量资金投资到体育事业，是为了提升企业品牌知名度和塑造品牌形象。”一位专家分析道。“一方面，随着我国经济社会发展程度的不断提升，我国体育事业水平不断提高，在国际上占有越来越重要的地位，国际各种一流水平的体育赛事在国内也得到了广泛的普及推广，这使得人们对体育的关注和喜爱程度不断提高，开发商的加入自然能够提升其品牌的知名度。另一方面，拼搏进取，积极向上，不断超越的体育精神能够很容易的感染人们，从而改善其对赞助企业的认识，进而提升企业品牌形象。”

“The real estate development enterprise spend a large amount of capital investment to sports career，In order to promote the enterprise brand awareness and shaping the brand image。”An expert analysis way。“On the one hand，Along with China's economic and social development level of rising，Our country sports enterprise level enhances unceasingly，In the international occupies more and more important position，International all kinds of first-class level of sports events in the home also has been widely popularized，This makes people to sports attention and the affection of continuously improve，Developers join natural can enhance the brand awareness。On the other hand，enterprising，positive，Continuously exceed the sports spirit can easily infected people，So as to improve the understanding of the sponsoring enterprises，And then promote the enterprise brand image。”

　　一位有着多年体育营销推广经验的人士指出：“目前的房企在投身体育事业时，还存在着一些误区，过于追求短期利益效果，没有长远的战略目标。”在企业长远的战略目标上，房地产企业应该借鉴可口可乐公司的成功经验。正如可口可乐（中国）饮料公司副总裁大卫接受媒体采访时说的，“奥运会和可口可乐公司有一个非常好的连接和共同点。奥运会代表了一种"积极、主动、乐观"的价值观，同时也是一个全球化的赛事，全世界的人都在关注。通过和奥运会这个特殊的盛会长期合作，可口可乐品牌在消费者心中的定位有了一个长期的积累。”

A has many years sports marketing experience personage points out：“Present room in enterprises to participate in sport career，There are some misunderstandings，Too the pursuit of short-term interests effect，No long-term strategic objectives。”In the enterprise strategic target，Real estate enterprises should learn from the successful experience of the Coca-Cola company。As Coca Cola（China）Beverage company vice President David accepted the media interview，“Olympic Games and the Coca Cola company has a very good connection and in common。Olympic Games represent a"positive、active、optimistic"values，At the same time is also a global event，People all over the world are paying attention to。Through the and the Olympic Games this special event long-term cooperation，Coca-Cola brand in the consumers' mind orientation have a long-term accumulation。”

　　这就要求，开发商不能因体育成绩一时好坏而随意改变既定的目标，要看到体育精神对自己企业品牌形象的长期积累过程。如果只是一味的追求短期利益，则可能损害自身品牌形象。

This requires，Developers can't for sports scores the good and bad, and change the established goal，Want to see the spirit of sports to enterprise brand image of the long-term accumulation process。If just blindly pursue short-term interests，May harm their own brand image。

　　在谈到房企海外体育事业投入时，该人士指出：“一定要做好前期的充足的市场调研和可行性分析，务必要选择和自身品牌、产品、企业文化相符合的体育项目进行投入。这一点上，国内著名家电品牌海信冠名澳网体育馆，李宁公司赞助西班牙奥运会代表团等都作出了有益的尝试。”

When talking about room enterprises overseas sports career when input，This personage points out：“Must complete the earlier period plenty of market research and feasibility analysis，Be sure to choose and their own brand、products、Enterprise culture accord with the sports project investment。This point，Domestic famous home appliance brand hisense named Australian open stadium，Li ning company sponsored Spanish Olympic delegations and so on all made a beneficial attempt。”

　　本刊记者 陈英男

This reporter ChenYingNan