市场营销 外文翻译 外文文献奥运会里约能像北京那样获益良多吗.docx
- 文档编号:5394465
- 上传时间:2023-05-08
- 格式:DOCX
- 页数:10
- 大小:30.13KB
市场营销 外文翻译 外文文献奥运会里约能像北京那样获益良多吗.docx
《市场营销 外文翻译 外文文献奥运会里约能像北京那样获益良多吗.docx》由会员分享,可在线阅读,更多相关《市场营销 外文翻译 外文文献奥运会里约能像北京那样获益良多吗.docx(10页珍藏版)》请在冰点文库上搜索。
市场营销外文翻译外文文献奥运会里约能像北京那样获益良多吗
文献、资料题目:
TheOlympicGames:
WillRioBenefitasMuchasBeijing
文献、资料来源:
国道数据库
文献、资料发表(出版)日期:
2009.10.14
外文文献:
TheOlympicGames:
WillRioBenefitasMuchasBeijing
ForBrazil,winningtheopportunityinlateSeptembertohostthe2016SummerOlympicsinRiodeJaneiroprobablyrepresentsmanyofthesamethingsthatthe2008gamesdidforChina:
achancefortheworldtoseethatitisnowaninfluential,moderncountryandawaytoshowcase--domesticallyandinternationally--itsremarkableeconomicgrowth.ButdocitiesbenefitasmuchfromhostingOlympicGamesaslocalresidentsandbusinessesalikeareledtobelieve?
Isthereturnoninvestmenthighenoughtowarrantthemonths,ifnotyears,ofpreparation?
Andwhatlessons,ifany,canBeijingofferRioandotherfutureOlympichosts?
Therearenoeasyanswers.OneyearafterBeijingwashosttosportsstarsfromaroundtheworld,someanalystsquestionwhetherChina'scapitalcityandallthestakeholdersinvolvedbenefittedgreatlyfromthegames.Yetthefeel-goodfactorsarehardtoignore.Foronething,theOlympicsseemtohavebeenusefulforChinafromamarketingperspective,intermsofrallyingpeoplewithinthecountryandraisingglobalawarenessabout“BrandChina.”SimonAnholt,agovernment-reputationadviserwhoproducesthe50-countryAnholt-GfKRoperNationBrandsIndex,aglobalpublicopinionpolloncountryreputations,saysearlyresultsfromhislatestresearchsuggeststhatafterseveralyearsofdecline,China’sindexrankinghasbeguntoimprovefollowingitsOlympicsexperience.
Observersalsonotethatthetimingofthe2008eventauguredwellfortheorganizers,sayingthecombinationofpublicandprivatespendingforthegamesmayhaveactedasanearlystimulusprogrambeforetheglobaleconomicdownturnbeganmakingadeeperimpactlaterthatyear.“TheglobalfinancialcrisisovershadowedtheOlympics,butfromaChineseperspective,thecrisiswasanexternalthreatandthenationalisticorgyoftheOlympicsgave[Chinese]leadershipanextraboostinfendingitoff,”saysEdithTerry,managingdirectorofCottonTreeProductions,aHongKong-basedconsultancyforEastAsianbusinessandpublicaffairs.
Thegovernmentalsousedthegamesasacatalysttocleanupmanyenvironmentallyunfriendlyindustriesalloverthecountryandtoincreasespendingonpublicinfrastructure,includingtransportation.“TheChinesegovernmentverycannilyusedtheOlympicsasawaytopushenvironmentalchangeinChina,”saysShaunRein,managingdirectoroftheChinaMarketResearchGroup,aShanghai-basedmarketresearchconsultancy.EvenGreenpeace,theactivistenvironmentalnon-profit,givesBeijinghighmarksforitsclean-upefforts,includingnewstandardsforvehicleemissions,fivenewsubwaylinesandafleetofnearly4,000busesrunningonclean-burningcompressednaturalgas.
GettingtheJobDone
ButisthissimplyblurringthelinesbetweenwhatwastheresultoftheOlympicsandwhatshouldhavebeenonthegovernment’sto-dolistanyway?
“ItistruethatBeijingiscleanerandmoresobecauseof[theOlympics].Butthegovernmentdidnotneedanexcusetodoallthese[things],”saysLinBoQiang,aprofessorattheCenterofChinaEnergyEconomicsResearchatXiamenUniversity.
JonathanAnderson,headofAsia-PacificeconomicsforUBS,saysthatBeijingissuchasmallcityrelativetotherestofthecountry--representing2.5%ofnationalGDPand1%ofthepopulation--thattheeconomicimpactoftheeventwaslimited.“Itwasjusttoosmallofaneventtoreallymatter.”
Andnotallpublicrelationswasgood.“TheChinabrandgotaliftasaresultofthegamesmainlybecauseoftheflawlessexecution.SothepositiveperceptionisdefinitelyoneaboutChinesecapabilitiesingettingthingsdone,”saysMinxinPei,aprofessorofpoliticalscienceatClaremontMcKennaCollegeinClaremont,California.“Thefacilitieswerefinishedontimeandthegameswentonwithoutahitch.That'sgoodnews.Thebadperceptionisaboutcredibility--theuseofthe‘fake’girlduringtheopeningceremonies[wholip-synchedasong]andthecontroversyovertheunderagewomengymnasts.PeoplewonderwhetherthereissomethingfunnygoingonwiththeChinabrand.”
OtherincidentsputthePRacumenofvariousglobalsponsorstothetest.Threateningtoscuppertheirwell-choreographedsponsorships,pre-gameprotestsoutsideChinaoverhumanrightsissuesinTibetandDarfur,Sudan,withdisruptionstotheglobaltorchprocessioninParisandelsewhere.Inwhatbecameapoliticallystickydoublethreat,somesponsorsfoundthemselvescaughtbetweentheriskofaninternationalboycottoftheirproductsforsupportingtheBeijinggamesandtheriskofadomesticbacklashbytheChineseiftheywithdrew.
Opinionsregardingthereturnoninvestmentforcorporatesponsorsarealsodivided.“Consumersdidn’treallycareandtheydidn’treallyknowwhotheofficialOlympicssponsorswere,”saysRein,whosaysmanysponsorsweren’thappywiththeirreturnontheOlympics.YetScottKronick,presidentoftheOgilvyBeijingGroupofOgilvyPublicRelationsWorldwide,notesthatsalesfortwoofthefirm’sclientswhosponsoredtheOlympics–AdidasandUPS–grewdramaticallyduringtheGames,andUPShasalreadysignedonforthe2012SummerOlympicsheldinLondon.“PostOlympics,Ididnothearanysponsorsregrettingthesponsorship,”hesays.
ForSamTaylor,presidentofReputationDynamics,aNewYork-basedcorporatesocialresponsibility(CSR)consultancy,partofthedifficultyforsponsorswastheresultofanadhocapproachtoCSR.“AtthelastOlympics,somecompanieshadfragmentedapproachestowarddevelopingsocialresponsibilityprogramsandaligningthemaroundcauses,”shesays.Oneofherkeylessons:
Clear,consistentcommunicationsabouttheaimoftheirCSRprogramsatsucheventsiscritical.“WhiletheDarfursituationcloudedtheOlympics,sponsorsshouldnothavebeenpressuredbytheactivistsand[shouldhave]continuedtocommunicateandvouchfortheircommitmentstotheCSRagenda,”shesays.
Domesticandregionalsponsorsmayhavereceivedagreaterreturnontheirinvestment.“Forcompaniesinemergingmarkets,Olympicssponsorshiphasbecomeabadgeofhonorand‘graduationparty’--muchthewayithaslongservedfornationalgovernments,"saysTerryofCottonTreeProductions."Atleastoneofmyclients,Chaoda,whichsuppliedvegetablestotheOlympicvillageandothervenues,hasmadeits‘Olympicmission’centraltoitsmarketingbeforeandafter.Isuspectothersaredoingthesame.”
TheGamesPeoplePlay
Forhostcitiesgenerally,sponsorshipseemstobeamixedblessing.AnumberofstudiesbyacademicsandconsultantssuggestthatOlympics-relatedeconomicgrowthisoftenacaseofwishfulthinking,andthatpositively-spunscenariosoftendon'tdifferentiateshort-termconsumerspendingfromlong-termgrowth.Notably,citiesareoftenleftwithcostlyyetunusableOlympicsinfrastructureoncethepartyisover--dormitories,specializedfacilities,anoversupplyofhotelrooms,tonameafew.Althoughcitieshavelearnedfrompastmistakesandthereismoreefforttoconvertfacilitiestonewuses--Atlanta,hostofthe1996Olympics,forexample,endedupwith$500millionofnew,privatelyfundedpublicbuildingsanda21-acrepark--theabilitytocutlossesisdifferentfromagenuineeconomicgain.
ForBeijing,thefinancialandhumancostsofthe2008Olympicswereenormous:
Morethan600,000residentsweredisplacedasoldneighborhoodswererazedtomakewayfortheOlympicvenues.Andwhilethelegacyincludesnewsubwaylines,anewstate-of-the-artstadiumandaswimminganddivingcenter,sofar,onlyoneeventhasbeenheldinthe91,000-seatstadium--amassiveoperaproduction--andthereissometalkthatitcouldeventuallybeconvertedintoashoppingcenter.
Otherhostcitieshavemuchlesstoshowfortheirefforts.ThegamesinAthens--costingapproximately$14billion--wentsofarintheredthatthebillsarestillbeingpaid,amountingtotheequivalentof$70,000perhousehold,accordingtoanestimatebyU.K.newspaperTheIndependent.IttookMontreal'sresidentsuntil2006topayoffthe$1billiontheir1976Olympicscost.
Forthehosts’countries,thevaluemaybemorepositive,giventhatPRismanagedwell.AnholtsaystourisminAustraliajumpedafterthe2000summergamesinSydney,inpartbecauseofapost-eventpublicitycampaigntoutingthegames'success.ButforeveryAustralia,there'saGreece,henotes.GreecefailedtocapitalizeonthetwinsuccessesoftheAthens2004gamesanditshostingof--andvictoryin--theEuropeanfootballchampionshipthatsameyear,“itsgreatestPRopportunitysincethesackofTroy,”hesays."TheonlymessagesAthensgavemewhenIwatchedthegameswere:
Wecanaffordalotoffireworks;weareveryproudofourheritage;wearebetterorganizedthanyouthink"--inotherwords,nothingthatraiseditsprofileamongothercountries.
Butdespitetherisks--suchasPRcampaignscomingunstuck--theupsidesofhostingtheOlympicsoutnumberthedownsides,particularlyastheworldclimbsoutoftheeconomicdownturn.Arecentstudybytwoeconomists--AndrewRoseoftheUniversityofCalifornia,Berkeley,andMarkSpiegeloftheFederalReserveBankofSanFrancisco--foundthatafteranOlympics,hostcountries’exporttradegenerallyincreases.Inanexaminationof196countries’economicperformancebetween1950and2006,theyfoundthatformerOlympichostcountriestendtohave30%moreexportsthantheaverage,non-hostingcountry,acorrelationtheyfoundtobe“statisticallyrobust,permanentandlarge.”Notonlythat,“
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- 市场营销 外文翻译 外文文献 奥运会里约能像北京那样获益良多吗 外文 翻译 文献 奥运会 里约 北京 那样 获益 良多