Abstract:Mengniu Dairy Group was founded in 1999, targeting to “the corporate positioning of building a dairy production and service enterprise which commits to the health of mankind”. Mengniu Dairy Group has created miraculously the rapid development that draws the worldwide attention in a short period of 11 years. Mengniu, the first dairy enterprise, owns more than 20 billion RMB sales revenue in China. The first Annual Charts of Top 500 Brands of Asia in 2006 shows that Mengniu ranks No.3 among the dairy enterprises in Asia. Why do Mengniu make such a great achievement? There must be some successful enviroment factors. Besides, the main reason is that Mengniu caught the 2008 Beijing Olympic Games as a good opportunity to gain more support and participation from Chinese people. It launched the sports marketing strategy to spread its brand value. It is hoped that this study will benefit our dairy enterprises and other developing enterprises. Mengniu’s sports marketing strategy provides a strong theoretical support to the dairy enterprises and other developing enterprises to solve problems. Based on that, this dissertation uses the literature review method to make a research on Mengniu’s sports marketing strategy.

Key words: Mengniu; sports marketing strategy; Beijing Olympic Games

摘要:蒙牛乳业集团成立于1999年，本着“致力于人类健康的牛奶制造服务商”的企业定位，蒙牛乳业集团在短短十年中，创造出了举世瞩目的“蒙牛速度“和”蒙牛奇迹” 。蒙牛是全国首家收入过200亿元的乳品企业。在2006年首届“亚洲品牌500强排行榜”中，蒙牛乳业集团位居亚洲乳制品企业第3位。蒙牛为什么能作出如此伟大的成就呢？除了一些环境方面的因素外，最主要的是蒙牛抓住2008年北京奥运会这个大好机会，获得了更多的中国百姓的支持和参与。采取了体育营销策略传播它的品牌价值。本文希望通过研究蒙牛的体育营销策略可以提供仍在摸索发展之路的乳业企业或其他企业一个坚实的理论支持。基于此，本文运用了文献综述法，对蒙牛的体育营销策略进行研究。

关键词：蒙牛；体育营销策略；北京奥运会