The real challenge of Lenovo's Olympic marketing

April 27, Lenovo Group in Beijing launched two High-profile Olympic strategy.　　Chen, president of Lenovo Greater China, clarified that "it is a chance, not a burden". For Lenovo, there are indeed many challenges behind the Olympic flowers. Not questioning, but providing an angle. Samsung has also unveiled a new Olympic strategy in Beijing, taking Samsung as a mirror to see Lenovo's real challenge: First, the "consolidation" problem. Samsung invests in the "integration" strategy, taking the IOC top program as its core, sponsoring global events such as the World Cup and sponsoring regional sports activities such as the Asian Games.　　　　 　　Olympic marketing only accounted for 30% of sports marketing.　　Lenovo's global "integration" strategy is not clear at present, if only advertising, marketing level, may be too biased technical level. The second is the "personality" problem, from marketing, to a marketing, Lenovo progress quickly, but Lenovo's "personality" is still not clear. The essence of Olympic marketing is to shorten the distance between the computer and people, or to give the brand a certain emotional factors.　　Samsung also spent a lot of time building personalities. 　　But the real problem with Lenovo's Olympic marketing is how to strike a balance between business and the public good. For Olympic marketing, too commercial will lead to brand exclusion, too public will reduce the value of investment, so this balance is a strategic problem. In this regard, Samsung has also encountered obstacles, in the early days, Samsung managers are more inclined to price promotion, such as "Offline Promotion" (Below-the-line) way to achieve short-term sales targets, rather than the brand for the purpose of long-term "online promotion" (above-the-line) means, 　　After a series of internal changes, Samsung finally found a balance point. For Lenovo managers, this "offline promotion" (Below-the-line) approach is still deep-rooted, the brand-based "online promotion" (Above-the-line) approach is beginning. Lenovo's top brass is aware of the problem, Chen says, "if the business and human goals and priorities that need to be weighed, I set goals for corporate human responsibility." "But this strategic conflict will be the devil of detail, challenging not only Lenovo but also the brands that are entering the Olympic battlefield."