| （School of Taxation Public Administration，Jiangxi University of Finance and Economics，Nanchang 330013，China) Abstract: By means of literature collation, the author analyzed sports marketing related articles 33 to 36 in Olympic Agenda 2020, probed into marketing strategies for Beijing Winter Olympic Games 2022 under the new situation, so as to expatiate on opportunities and challenges brought by Beijing Winter Olympic Games. The research results in-dicate the followings: articles 33 to 36 in Olympic Agenda 2020 embody throughout such basic orientations as so-cial value, commonweal attribute and humanistic spirit, highlight the unique functions and spiritual demands of Olympic marketing, hence dig out Olympic business value, seek for sponsors’ fusion with diversified values, pass on legacies and inherit traditions, globalization and inclusiveness. The spiritual fountain of the Olympic Games is humanistic marketing design that does not provide time and space for any ads during the games, never to base its purpose on money, but to base its objective on such a supreme spiritual guide of the international Olympic move-ment as spreading Olympism. Beijing Winter Olympic Games will bring tremendous business opportunities for Chinese enterprises, but they must clarify the marketing related overall reform ideas of Olympic Agenda 2020, prac-tice Olympism, promote the spreading of humanity and commonweal of the Olympic brand, and carefully choose their own involvement levels and intensities.
Key words: sports economics；Beijing Winter Olympic Games 2022；Olympic Agenda 2020；Olympic marketing |
