基于生态位的奥运赞助企业品牌竞争研究

在当今社会,竞争涉及社会的各个领域,尤其是经济领域。而在经济领域,最重要,最突出的竞争就是品牌竞争。所谓企业品牌生态位就是企业在其品牌生态系统中所确定的"生态位",依据企业品牌生态位的形成探讨奥运赞助企业品牌的优势生态位,以此制定出奥运赞助企业品牌国际化的"生态"策略。     

百年奥运经久不衰的探析

现代奥林匹克运动经过一百多年的发展,已经成为一项全球最具有影响力的运动。具有明确的指导思想、完整的组织结构、综合而持久的活动内容是奥林匹克运动发展的重要因素。     

奥运科技成果应用及转化分析

对北京科技奥运8大领域项目承担单位的分布情况进行了统计,总结了奥运科技成果的应用状况,分析了奥运科技成果的应用前景,并有针对性地提出在各领域奥运科技成果转化的对策。     

办绿色奥运 建生态城市 实现首都园林绿化更高水平科学发展

介绍了北京举办绿色奥运、推进奥运绿化的主要做法和体会,总结了奥运绿化美化建设积累的宝贵经验。做好奥运绿化美化工作的重要前提是领导重视、全民参与,根本保障是与时俱进、改革创新,追求目标是以人为本、建设精品,强大动力是奥运精神、过硬作风。坚持以"办绿色奥运、建生态城市"为目标,以"绿色奥运、科技奥运、人文奥运"为理念,圆满完成奥运绿化重点工程,全面提升奥运生态环境水平,奥运花卉布置取得重大突破,首都园林绿化事业实现了新的历史跨越。     

‘Post‐Third‐World City' or Neoliberal ‘City of Exception'? Rio de Janeiro in the Olympic Era

This article considers processes of urban development within the context of mega‐event preparations in Rio de Janeiro. We begin with a brief overview of these development processes, highlighting their connections to political and economic change in recent years. Proponents of these mega‐event‐led initiatives argue that Rio is undergoing a period of inclusive growth and integration: a perspective we call here a ‘post‐Third‐World city' narrative of urban renewal. Critics, however, contend that urban officials are harnessing mega‐events (e.g. the 2014 World Cup and the 2016 Olympic Games) to push forward a neoliberal agenda of socially unjust policies benefiting the interests of capital and marginalizing the city's poor and especially its favelas (i.e. the ‘city‐of‐exception' thesis). In this article we explore the insights of these two perspectives and consider why they have grown popular in recent years. Though we side generally with the city‐of‐exception thesis, we argue that important geographic and historical particularities must also be accounted for. Without carefully situating analytical perspectives empirically—in particular, cases in which theoretical models are drawn from European and North American contexts—urban researchers risk concealing more than they reveal in analyses of rapidly developing countries like Brazil.     

北京奥运投入产出经济效益分析

本文重点分析了北京奥运会的投入产出情况,进而对北京奥运会的经济效益作了分析。经验数据显示,近几届奥运会已经从整体上结束了收不抵支的局面,并且给主办国尤其是给主办城市和地区带来了巨大的经济利益。本文认为,北京2008年奥运会的运行预算存在盈利空间,北京奥运会将会带动整个北京地区的经济发展,并提供经济发展的原动力。     

绿色奥运中绿色营销与绿色物流发展策略的探析

从绿色奥运物质和意识两方面分析发展绿色营销,形成绿色物流管理系统是国际奥委会的政策导向和2008北京绿色奥运的需求。本文分析了绿色奥运的含义及绿色营销与绿色物流的理论基础,并提出发展绿色营销和绿色物流管理的策略。     

后奥运时代北京旅游纪念品市场发展探析

2008年奥运会举办之后,虽然首都旅游市场依然繁荣,但旅游纪念品市场发展不容乐观,甚至有倒退回奥运之前的迹象。本文基于旅游纪念品市场发展的CBPET分析模式,对比研究了目前与奥运时期首都旅游纪念品市场发展状况,阐述了后奥运时代北京旅游纪念品市场存在的问题,并借鉴北京奥运旅游纪念品成功经验,提出了解决对策。     

北京奥运文化创意产业的开发价值与发展策略探析

作为国际产业分工和价值链的高端产业,创意产业以其知识高度密集、高附加值和高整合性的产业形态在全球得到蓬勃发展,已然成为国际化城市产业发展的一个重要的新趋势。奥运文化创意产业在商业化发展中逐步上升为具有实践特性的可开掘、可持续的发展战略,其对推动北京经济、社会和文化的协同发展和构建和谐社会首善之区将有着重大的现实意义和实践价值。     

The Value of Olympic Sponsorships: Who is Capturing the Gold?

In recent years, corporate sponsorship has become anincreasingly important element of the marketing communicationsmix. This paper uses data from the 1996 Atlanta Summer OlympicGames to measure the value of Olympic sponsorship. Using stockreturn data, we find that the shareholders of sponsoring firmsearn negative average abnormal returns around announcement ofOlympic sponsorship agreements. This finding, consistent withan agency cost explanation of corporate investment practices,is robust to variation in a number of firm- and sponsorship-specificvariables. In addition, cross-sectional analysis supports themonitoring hypothesis, as significant equity ownership by institutionalinvestors is positively related to abnormal returns around announcement.Our results suggest that utilizing Olympic sponsorships in themarketing communications mix may not be value-enhancing.