北京2022年冬奥会的营销机遇——《奥林匹克2020议程》解读

Marketing opportunities from Beijing Winter Olympic Games 2022 ——an interpretation of Olympic Agenda 2020

通过文献梳理,评析《奥林匹克2020议程》关于体育营销的第33—36条议程,探究2022北京冬奥会营销策略,旨在阐明北京冬奥会带来的机遇与挑战。研究结果表明:《奥林匹克2020议程》第33—36条议程始终体现着社会价值、公益属性、人文精神等基本取向,彰显奥林匹克营销的独特功能和精神诉求,以此为基础挖掘奥林匹克商业价值,谋求赞助商与多元化价值、传承遗产和继承传统、全球化和包容性的融合。奥林匹克运动的精神源泉是赛场上不为任何广告提供时间和空间的人文营销设计,绝对不将金钱作为目的,而是将传播奥林匹克主义,这一国际奥林匹克运动的最高精神指南作为目标。2022北京冬奥会为中国企业带来巨大的商机,但必须明晰《奥林匹克2020议程》关于营销的整体改革思路,践行奥林匹克主义,促进奥林匹克品牌的人文性和公益性传播,慎重选择自身介入的层面和力度。

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 indicate the followings: articles 33 to 36 in Olympic Agenda 2020 embody throughout such basic orientations as social 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 movement 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, practice Olympism, promote the spreading of humanity and commonweal of the Olympic brand, and carefully choose their own involvement levels and intensities.