A Research on the Key Criteria for Selecting Olympic Sponsors Based on Text Mining

摘要

In today’s ultra-competitive and complicated business environment, sponsorship is a significant marketing communications strategy for building brands. An increasing number of companies seek to enter the Olympic marketing platform through sponsorship. However, little is known about the evaluation and measurement criteria for selecting Olympic sponsors. In this study, we found 1091 relevant documents through lnternet. Based on text mining, we finally extracted and summarized five key criteria. And then we used a case (Coca-Cola Company) to verify the results we got by using text mining and to help us better understand the criteria applied in the process of selecting Olympic sponsors. The findings indicated that companies should develop some marketing-related competencies and formulate correct marketing strategy so as to enter the Olympic markets effectively and achieve favorable publicity for their brands.