Digital Marketing Strategy Analysis on Olympic Games

Many Chinese enterprises borrow marketing activities and brand publicity, with the development of digital technology, digital marketing strategy has been widely used and developed in the Olympic Games. This paper takes Chinese enterprises in the past few Olympic Games as the object, through sorting out the existing research results on Olympic marketing and digital marketing at home and abroad, on this basis, to form an overall framework for the Olympic Games' digital marketing strategy, this paper summarizes the development process of digital marketing into five stages, which are the initial stage, interactive stage, social stage, mobile stage, and intelligent stage. At the same time, this paper builds an integrated framework based on the Olympic Games' digital marketing according to the antecedents, strategies, and results of digital marketing.