• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Fiona Chu
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HOME > Archive > 2022 > Volume 10 Number 4 (Aug. 2022) >
JOEBM 2022 Vol.10(4): 248-252 ISSN: 2301-3567
DOI: 10.18178/joebm.2022.10.4.706

Exploring the Optimization of Corporate Strategies Based on the Influence of Olympic Marketing on Consumers' Decision-Making with Coca-Cola Brand as an Example

Xin Zhang and Shijie Min

Abstract—The Olympics offer businesses a unique opportunity to reach millions of fans, ultimately strengthening brands and driving sales through targeted product and service messaging. The International Olympic Committee currently has 13 TOP sponsors, of which the brand with the longest sponsorship is Coca-Cola. This world-renowned beverage manufacturer has been a staunch supporter of the Olympic Games since 1928. This paper uses case analysis method and questionnaire survey method, and summarizes the influence of Olympic marketing on consumer decision-making by analyzing the current situation of Coca-Cola brand marketing during the Olympic Games. It can be seen that for Olympic-related products, companies should adopt the following strategies: set a reasonable distribution of marketing costs; gain insight into brand event associations and find suitable marketing points; diversity and inclusion; sustainability. From the marketing of Coca-Cola in the Olympic Games, effective Olympic marketing methods have a positive effect on consumers' decision-making, so enterprises should seize the opportunity to strengthen the Olympic marketing methods.

Index Terms—Consumer behavior, Olympics, Coca-Cola marketing slogan marketing, corporate strategy optimization.

Xin Zhang is with Shanghai University of Sport, China (e-mail: Cynthiaimooni@gmail.com). Shijie Min was with University of Toronto, Canada (e-mail: serenaminsj@gmail.com).

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Cite:Xin Zhang and Shijie Min, "Exploring the Optimization of Corporate Strategies Based on the Influence of Olympic Marketing on Consumers' Decision-Making with Coca-Cola Brand as an Example," Journal of Economics, Business and Management vol. 10, no. 4, pp. 248-252, 2022.

Copyright © 2022 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

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