2008年北京奥运会的市场开发

Feng Chen:Marketing The Beijing 2008 Olympic Games

一、引言以往在国内举办的大型运动会基本上都是政府出资或以政府出资为主,市场开发既无统一的做法,也无完整的体系,所筹集的资金对赛事的筹办产生的作用较小。我国申奥成功后,根据奥运会筹办的惯例,特别是近几届奥运会筹办的做法,北京奥组委确定了无需政府出资,通过市场开发筹集奥运会举办所需的资金、

Following the Olympic model,the 2010 Shanghai(World) EXPO,2010 Guangzhou Asian Games and the 2011 Shenzhen Universiade will all use market mechanism to raise fund.Therefore,it's fair to say that the marketing of Beijing Olympics not only solves the fund-raising problem for this Games,but also opens a new chapter in reforming the mode of hosting mega-events in China.This article explores the objectives, principles and forms of marketing development of Beijing Olympics,as well as the protection of the right holders'interests.