Olympic Partner Programme

The Olympic Partner Programme (TOP) is an international Olympic marketing programme created by the International Olympic Committee (IOC),which includes the Organising Committees of the Games,the National Olympic Committees and the TOP Partners.     

Ambush marketing: The undeserved advantage

The Olympic Games, as the world's largest and most prestigious sports event, has been a major target for ambush marketing activity. The position of the International Olympic Committee is that the practice of ambush marketing represents a deliberate attempt to mislead consumers into believing that the companies involved are supporters of the Olympic Games. The opposite is in fact the case. The activities of ambushers erode the integrity of major events and may potentially lessen the benefits to official sponsors, who are the real supporters of such events. Ambush marketing breaches one of the fundamental tenets of business activity, namely, truth in advertising and business communications. The IOC, as custodian of the Olympic Games, successfully adopts a twofold strategy of protection and prevention to counter the threat of ambush marketing. © 1998 John Wiley & Sons, Inc.     

Social Responsibility and the Olympic Games: The Mediating Role of Consumer Attributions

Current literature suggests that corporate social responsibility (CSR) can affect consumers’ attitudes towards an organization and is regarded as a driver for reputation-building and fostering sustained consumer patronage. Although prior research has addressed the direct influence of CSR on consumer responses, this research examined the mediating influence of consumer’s perceived organizational motives within an NGO setting. Given the heightened public attention surrounding the 2008 Beijing Olympic Games, data were collected from consumers of the Games to assess their perceptions of the International Olympic Committee’s (IOC) socially responsible initiatives. We hypothesized that consumers of the Games were likely to cognitively elaborate on CSR messages by way of three specific attribution effects derived from the literature. The results show that, contingent on CSR awareness, consumers responded positively to social efforts judged to be values-driven and stakeholder-driven; and a negative response was seen for efforts judged to be strategic. These attribution effects influenced various types of patronage and perceived organizational reputation.     

Go up or down?——Look into the Real Estate Price After the Olympics

2008 Beijing Olympic Games to the Chinese is not only a unique event, but also will influence many aspects of China. To the real estate industry, the effect of the Olympic Games will play an important role in a short period. How about the effect to Beijing＇s housing price？ Does it continue to go up or turn down？ This is the main concern for majority of those in this industry and consumers.     

The impact of pre-commercial break announcements on audience identification of official Olympic sponsors: a case study

Research has demonstrated the importance of media context as a situational factor in advertising effectiveness. This preliminary study investigated the impact of a previously overlooked television context factor, the pre-commercial break announcement, during televised coverage of the Sydney 2000 Olympic Games in the USA. Broadcast advertising is not part of the official Olympic sponsorship package and advertisers must negotiate television schedules in addition to sponsor fees. During the Sydney 2000 Olympic Games, the official US television network, NBC, included numerous pre-commercial break mentions spotlighting official sponsors as well as other advertisers who purchased commercial time during the event. This study investigated the impact of pre-break announcements on viewers' ability for distinguishing between official sponsors and regular programme advertisers. It was determined that these announcements do influence recall and increase the likelihood that any advertiser will be identified as a sponsor, thus compromising the value of an Olympic sponsorship.     

Hi-tech Olympics

7 years ago, China proposed three principal ideas of ＂Green Olympics, High- tech Olympic and Humanities Olympic＂, among which High-tech Olympic refers to applying the modern science technology to every side of Olympic Games, as a result making the 2008 Beijing Olympic Games a sports show which is equipped by the advanced scientitic and technical achievement.     

奥运网店正式运营的几点思考

"北京奥运网店"作为奥运特许商品销售的一个重要渠道,它有效地弥补现有特许零售店的地域局限,同时奥运网店已经成为奥运特许商品品种最全的展示平台。虽然目前奥运网店运营中还存在如担心货物配送中的损耗而引起售后服务保障(退换货等)、不能及时收款;物流配送;付款方式;诚信体系的建立等一些问题,但网上零售作为一种发展趋势,奥运商品的网上零售也将取得更加快速的发展。     

论现代奥林匹克运动会的商业运营机制

如何更好地运用奥运会自身的商业资本,挖掘其巨大潜力,创造最大财富,服务奥林匹克运动,造福社会,是值得我们探讨的一个问题。本文主要从电视转播权的运营、门票出售的策略、奥运产品的商业开发等物流手段和开创新的竞争机制等几个方面,详细地论述现代奥林匹克运动会的商业运营机制。     

Evaluating sponsorship through the lens of the resource-based view: The potential for sustained competitive advantage

The resource-based view (RBV) of the firm has become a prominent management theory that firms can use to analyze resources as potential sources of competitive advantage. Theorists have suggested sponsorship of sport properties as one such resource, yet specific cases of sponsorship's role in a firm's achievement of a sustained advantage over competitors have yet to be explored. This article illuminates the case of Visa's longstanding global sponsorship of the Olympic Games, which was initiated and leveraged to counteract competitor American Express’ advantage with global business travelers. Evidence is presented that supports Visa's achievement of a competitive advantage during the term of the sponsorship. The case is then used to develop a conceptual model based on the RBV to identify the key characteristics of sponsored properties capable of assisting the sponsoring firm in achieving a sustained competitive advantage. From a managerial perspective, the model is designed to assist marketing managers tasked with the identification and evaluation of potential sponsorship properties.     

奥运会营销中的知识产权保护与特许权运用

现代奥运会营销的成功得力于对奥林匹克知识产权的保护和市场化运作,其中完整的知识产权体系的建立和日趋完备的法律保护,为国际奥委会和各组办国以特许经营的形式运用奥林匹克知识产权,提高现代奥运会的经济价值和社会价值发挥了重要作用,对促进特许经营在我国的健康发展也具有重要的意义。     

探讨奥运背景下手机媒体发展的前景与策略

手机媒体是近年来讨论较多的话题,对于它的发展方向、发展终端,可谓众说纷纭。笔者预测借着2008年的奥运契机,手机媒体将会迎来新的行业高度。基于此,本文就探讨手机媒体能在2008年奥运会有所作为的原因,藉以提出促进其发展的若干对策。     

The rise of super-elite law firms: towards global strategies

This paper reviews the pressures towards globalisation reshaping the corporate law sector. It uses Yip's [Yip, G.S. (1996). Total global strategy (2nd ed.). Englewood-Cliffs, NJ: Prentice-Hall] framework of global industry drivers. The dominant view has been that the globalisation potential of the legal industry is low since there are few global legal products and many regulatory differences between markets. However, within the corporate law sector, strong regulatory differences between countries are outweighed by the combined impact of market, competitive and cost drivers. Evidence from this research shows that the balance of industry drivers is towards there being benefits to the pursuit of global strategies within this sector. In practice, a small number of very large corporate law firms are implementing global strategies in pursuit of specific sources of future competitive advantage. Thus a small ‘super-elite’ of globalising firms is emerging.     

浅议北京奥运会产品营销的策略与对策

随着2008年北京奥运会的日益临近,越来越多的企业以前所未有的热情,投入到奥运营销热潮中来。与国际成熟品牌的奥运营销经验相比,国内企业对于奥运营销的真正实施策略缺乏透彻的了解,没有领会到奥运营销与企业品牌传播之间的真正内在联系,没有建立起一套适合奥运营销规律的整合传播策略体系。     

探析奥运物流运作在体育赛事中应用的可行性研究

2008年北京奥运会的成功举办给我国体育产业带来了无限的契机和积极的影响,提升了开拓体育产业发展的空间。本文以奥运物流为出发点,论述了奥运物流理论对大型体育赛事举办的重要作用、必要性、物流运作的具体应用和特点等进行了深入探讨和研究。     

北京奥运——中国物流业的机遇与挑战

随着2008北京奥运的临近,奥运的各项筹备工作更是引人关注,成功举办奥运物流是关键因素之一,本文通过对08奥运为中国物流业带来的机遇与挑战的分析,对中国物流业的参与奥运提出建议,以促进我国物流业更好的发展。     

青岛奥运市场开发策略

随着2008年奥运会在中国的举办,青岛作为北京奥运会帆船比赛的承办地,面临着千载难逢的发展契机。借鉴国外城市举办奥运会的成功经验,结合青岛本地的实际情况,青岛奥运市场开发应树立机遇意识,打造提升青岛旅游形象;进行奥运特许商品的宣传推广;加大人才引进力度,加快人才培养速度;企业要加大奥运市场宣传,提高国际知名度;充分挖掘奥运资源;加强与其他国家和地区的交流合作,积极借鉴国外成功开发经验。     

对澳大利亚国家旅游品牌全球营销策略分析

悉尼奥运会的成功举办,产生了巨大的“奥运品牌效应”,带动了澳大利亚经济,推动了其树立奥运旅游的战略目标及旅游品牌营销与传播的整合。树立与推广澳大利亚国家旅游品牌全球营销策略,可加快中国旅游品牌化进程。应借鉴澳对目标市场细分,目标市场的确定以及整合各种媒体新品牌营销活动的成功经验,实施奥运阶段品牌营销策略和奥运旅游地区品牌营销策略,为中国充分利用举办北京奥运会之机,促进中国旅游向品牌化进程发展奠定基础。     

从2008北京奥运会影响效应看杭州旅游业发展的机遇

历届奥运会对主办国旅游业具有"峰聚效应"、"干扰效应"、"反感效应"、"碰撞效应"和"排挤效应"等影响。杭州虽然远离奥运举办地,但奥运会也将为杭州旅游业带来诸多"后续效应"和千载难逢的发展机遇。杭州应借助奥运会的诸"影响效应",实施奥运旅游发展战略,提高中国最佳旅游城市——杭州旅游品牌在海外的知名度和美誉度。     

北京奥运会生活垃圾物流管理对广州亚运会的启示

介绍了北京奥运会期间对生活垃圾管理的政策和措施,包括对垃圾的分类、回收管理以及对生活垃圾的最后的处理措施。总结了北京奥运会在生活垃圾处理方面的成功之处,提出可供广州亚运会借鉴的经验。     

Beijing 2008 Olympic Games Partners

At Olympic times, many business giants try to expand their influence by sponsoring the Games. The Games is an opportunity for them to turn from a national to an international brand. Here are brief introductions to some of the Beijing 2008 Olympic Games partners.