...Olympic slogan Slogan of the Beijing 2008 Olympic Games - One World, One Dream (One World One Dream), embodies the essence and the universal values of the Olympic spirit - unity, friendship, progress, harmony, participation and dreams, to express the world inspired by the Olympic spirit, pursuit of common aspirations for a better future. Although human beings of a different color, different languages, different races, but we share the charm and joy of the Olympic, the common pursuit of "the ideal of peace, we belong to a world, we have the same hopes and dreams. "One World One Dream" (One World One Dream), a profound reflection of the core concept of the Beijing Olympic Games, reflecting as a "Green Olympics, Scientific Olympics and Humanity Olympics" the core of the three concepts of the human soul, the harmony inherent in the Olympic Games of values. Building a harmonious society and achieving harmonious development is our dream. "Heaven" and "harmony" is the Chinese people since ancient times, man and nature, the ideal of a harmonious relationship between human beings and the pursuit. We believe: peace and progress, harmonious development, harmony, cooperation and win-win and the good life is the common ideal of the world. "One World One Dream" (One World One Dream), the text concise deep, is of China, the world's. Slogan expressed the Beijing people and the Chinese people and peoples of the world there are beautiful homes, share the fruits of civilization, the lofty...
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...How Beijing Olympic Games affects Hong Kong students’ national Identity? Beijing Olympic Games had been successfully held in 2008, it is the first Olympic Games take place in China. In this essay, I am going to see how the Olympic Game affects Hong Kong residents’ national identity before, during, and after the Games and the level affected. Before the Game Before the Games, Something has been done to enhance Hong Kong students’ national identity. For example, the Olympic Torch Relay in Hong Kong. Through watching live on TV or on-the-spot, or even participating in the magnificent Torch Relay, it may arise national glory, thus enhance national identity. The government also played an important role in improving national identity. In educational aspect, Education Bureau (EDB), through moral and civic education, encourage schools to promote Olympic education activities, and these activities became part of “Hong Kong Schools Welcoming Olympics series” (香港學界迎奧運 系列). EDB promote exploring topics about Olympic games and equestrian events. EDB also organized territory-wide learning activities，such as「京港同心．弘揚奧運 精神」Essay contest、「教育與奧運同行，培養國民身份認同」Olympic education program design competition, and large celebration such as「迎奧運．賀國慶」and the 100 day countdown to the Olympic etc., to arose students’ awareness of the Olympic Games and the equestrian event. The Olympic education enhances students’ sense of national...
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...Sports Architecture in Modern China A comparison between 2008 Olympic venues and 1990 Asian Games venues Introduction Hosting the 2008 Olympic Games is monumental in Chinese history, almost a century ago, Chinese scholars dreamed of the Olympics being staged in China, which marks sovereignty and power of the country in a global view. Therefore, when the long time expectation is about to become real, the primary goal for Chinese government and citizens is to show the best part of China to the world. This paper focuses on what and how the Chinese have done in order to accomplish the mission of hosting a successful game. A number of Olympic architectures are reviewed in terms of their locations, the cultural meanings behind as well as their unique characteristics. At the meantime, in this paper I try to compare Olympic venues with their counterparts built for the Beijing 1990 Asian Games, due to their close relations, which I will further explain in the later session of this paper. I. Location of 2008 Olympics and 1990 Asian Games venues An international comprehensive sports game usually consists of a main stadium, where the opening and closing ceremonies are held, and a village that multi-functions as accommodation, gymnasium, catering, etc. to athletes, trainers and officials, as well as other venues where various sessions of a game are hosted. To Beijing 2008 Olympiad, the location of the above buildings is extremely important, due to the unprecedented...
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...have changed to better. Sport also has gone through a big change through the application of IT. A compelling example that illustrates the change in sports is Beijing Olympics. The Beijing Olympics has been the most information intensive Olympics ever; Compared to the Olympics in 2004, use of the information technology in Beijing Olympics was increased more than 80 percent. According to the Beijing Organizing Committee for the Games, the technology takes the biggest portion in the entire budget of the operation of the Olympics. With the operating budget of 2 billion USD, the BOCOG’s spent 400 million USD on the application of the information technology. BOCOG decided to estimate this much of budget because one of the three main themes of the Beijing Olympics was to make is a high tech Olympics. The information technology is very important in Olympics for few reasons. One of the reasons is that its scale is unlike any other events. For example, the soccer world cup is a tournament that is loved by people as much as the Olympics. However, fewer athletes participate in only 64 games, and since they play only one sport, of course, soccer, the world cup needs only a single clock to monitor game time. In that way, requirements for data for the world cup is way lower that those of the Olympics. On the other hand, the summer Olympics includes 28 sports and 302 events, and they promulgate through seven...
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...public relations firm to work on the 2008 Beijing Olympics? Public relation is the department or function responsible for evaluating public opinion about, and attitudes toward, the organization and its product or brand. Public relation is one four variables in the promotion mix. The basic tools of public relation include news, newsletters, press conference, and other company facilities. Public relations can be considered in a similar vein as the marketing of a product. Products can only enjoy continued success if its performance is satisfactory, as the image of the product cannot be maintained if product performance is inconsistent. Similarly public relations cannot be more effective than the corporate behavior behind it. Public relations involves more than corporate communications. China had experienced bad publicity ahead of the Olympics where Beijing's image was seriously battered by widely publicized protests especially in London, Paris and San Francisco, disrupting the Beijing Olympic torch relay. Also, Chinese embassies and consulates in several cities were also damaged because of protests by pro-Tibet groups and others capitalizing on the publicity of summer Games. Therefore, China decided that it would be a better idea to hire foreign Public Relation firms to handle the publicity issues of the games. “Several British and US agencies were invited to interviews with Chinese officials to discuss a contract, which includes pre-games PR strategies, media training and market...
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...of China after the 2008 Beijing Olympic Games Abstract Mega events have intrigued the academia because of the huge impact they have on the host countries. Not only do mega events catalyse urban regeneration, they also have the ability to command international media’s attention. Furthermore, nations have been known to use mega events such as the Olympic Games, FIFA World Cup, and World Fair to rebuild image and draw in tourists to serve the economic development of the region. While the Olympics are one of the most studied mega events, most of them emphasise on the Western perspective probably because only three out of twenty-six Summer Games have been held in Asia. The most recent one is the 2008 Beijing Olympics, which is the focus of this research. In particular, this study aims to explore China’s image change after the event and the influencing factors that contribute to the change. One’s perception and image change are emotional and subjective; therefore, this research can gain a better insight through qualitative approach. Twenty participants from sixteen countries were recruited and interviewed for 20-30 minutes regarding the Beijing Olympics and related news around that time. The findings showed that China achieved moderate success in rebuilding its image in the economic and technological aspects. Many interviewees were impressed by its organising ability and modernisation. However, China failed to change its image through the Olympics when human rights violations...
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...Beijing is dying; Many are crying By Jacob von Bisterfeld (China Daily) Updated: 2005-04-25 09:23 Many would have thought that lessons had been learnt after the wholesale destruction of old Beijing in the latter part of last century, when imperial waterways were filled in, many historic buildings and even the old Beijing City Wall were demolished to make way for Russian-style monstrosities and Goliath edifices that impressed at the time. A model of China's national Olympic stadium, nicknamed "bird's nest". [newsphoto] With the 2008 Olympic Games approaching, the Beijing government, naturally, wants to project their best image as not only will hordes of representatives of every country flock to the city in 2008 but television stations worldwide will focus on it before, during and after the month of the games. So every amenity is now being upgraded. New buildings to house the various sporting activities, to entertain and overawe the world, rolled off the world's most famous architectural drawing boards with monotonous regularity and many architects and design firms were falling over each other to present ever more startling designs. It has come to pass that most of the buildings that have been approved or are in the building phase would be a picture perfect fit in Boston or Berlin. The new CCTV center is designed as a 230-metre-tall structure, which comprise two inverted L-shaped towers joined high above the ground. [sina/file photo] But is...
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...Although it used to be thought as a pride for the host country to hold the Olympic Games, the consideration whether the cost of the Olympic Games outweighs the actual benefits brought to the host country is becoming increasingly more common among the public throughout the world. This essay is going to discuss about the cost and benefits that the host country may obtain by holding the Olympic Games. The negative influence caused by the Olympics may include the enormous financial cost and the passive social impact, while the host country is provided an opportunity to build up country status as well as to help the city renewal. First of all, the Olympics cost the host country an enormous amount of money to hold the game, which may then lead to...
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...h3.1 政治因素 K．吐依.A.J.維爾在《真實的奧運會》[2]中認為政治與奧運會有著強有力的聯系，他贊同“政治，就是權威和權力之間的關系，政治一開始就包含著合作和衝突。”他說到“奧運會是最著名的大型體育賽事，全世界任何一個角落的居民能夠通過各種途徑觀看到奧運會，”所以“奧運會也成為政治實體顯示力量和表達意願的最好媒介”。並且，他從主辦國國家內部、各個國家意識形態之間、各運動員、運動員以外的政治家、各國奧委會、國際奧委會內部六個方面分析了政治對奧運會的影響。 無疑，影響奧運會的各政治因素肯定會對奧運會火炬接力產生影響。試想，火炬接力作為奧運會舉辦前的最為重要的一種儀式，各個利益集團難道不虎視眈眈？也就這樣的機會是不會放過的，總會對接力路線產生影響。多一個國家參與就能夠提高舉辦國家的國際威望，火炬接力路線的距離和經過的國家，也越來越長和越來越多。奧運會火炬1936 年柏林奧運會第一次傳遞，是經過9 個國家。到了2008 年北京奧運會（如圖2）已經是行經世界五大洲國家和地區的22 個城市，歷時130 天，傳遞總裡程約13.7 萬公裡。 有人合作，也會有人抵制。比如，1952 年赫爾辛基奧運會火炬接力路線，原計劃從奧林匹亞山沿直線到芬蘭的赫爾辛基。但是，中間要從愛沙尼亞經過，這遭到了前蘇聯的拒絕——前蘇聯不願意在1952 年將還沒有完全“蘇化”的愛沙尼亞展示給世界。所以，奧運會火炬接力路線只得繞道長途跋涉，繞大彎經北極圈進入芬蘭。再如，2008 年北京奧運會，原計劃火炬接力路線要經過中國台灣。可是，台灣台獨分子以所謂“矮化”為由，提出從“第三國”進入台北市的無理要求，單方改變火炬赴台。這樣，北京奧運會火炬接力路線也只得改道而行。所以，政治因素影響著奧運會火炬路線的選擇。 3.2 經濟因素 現在，許多國家和城市都想盡各種各樣的辦法，積極審辦奧運會。因為，舉辦一次奧運會，能夠給這個國家或城市帶來相當可觀的經濟利益。其實，在前國際奧委會主席薩馬蘭齊上任前，舉辦奧運會的資金問題讓奧運會難堪得很。薩馬蘭齊將商業化引進來以後，奧運會的面目就完全改觀了。奧運會火炬接力同樣也就與“商”共舞了。如圖2，三星、可口可樂等國際著名公司，通過奧運會火炬接力中的展示車，來宣傳自己，擴大與廣大客戶的交流，進而贏得客戶，贏得收益。 很有必要說說1984 年洛杉磯奧運會，彼得.尤伯羅斯，這個聰明的商人，將每一棒的火炬接力售價1000 美元，想參加火炬接力者只要拿出1000 美元就可以跑1000 米。這次火炬接力彼得.尤伯羅斯售得3000 萬美元。也就是這次，使奧運會有了贏利的開始。據悉，北京2008 年奧運會火炬接力全球合作伙伴是可口可樂（中國）有限公司、三星電子有限公司和聯想（北京）有限公司。三家全球合作伙伴將為北京奧運會火炬接力的順利進行提供資金支持和服務保障。全球合作伙伴是北京奧運會火炬接力贊助計劃最高級的贊助企業，享有北京奧組委授予的一系列與火炬接力相關的市場權益。 3.3 科技因素 “科學技術是第一生產力。”由於科技的不斷發展，奧運會火炬接力路線的時間、空間範圍發生著重大變化。如今，奧運會火炬簡直就可以“無孔不入”，可以“上九天攬月、下四海捉鱉”。 1976 年蒙特利爾奧運會，火種到達雅典後，東道主用高科技，只花半秒鐘時間，用激光傳至太空中的人造衛星，再反射到加拿大首都握太華，然後才進行了短距離的傳遞。這次，雖然有了高科技，但由於沒有體現人文性，受到了人們的非議。2000 年悉尼奧運，火炬在水下度過了一段美好的時光，如圖4，在６月２７日奧運火炬傳遞接力活動中，請潛水愛好者、海洋生物學家鄧肯將奧運火炬潛入水中。在大堡礁地帶水下前行３～４...
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...2008 Beijing Olympics will be discussed, along with reasons why protesters and activists target events such as the Olympics, and weather the opportunity to reach a global audience by advertising during the Olympics can offset the potential for bad publicity, and finally I will assess how well of a job the companies identified in this case did in anticipating and responding to the protests. Reasons why the Chinese government hires a western public relations firm. Recently the body of knowledge of public relations has grown significantly and public relations continue to evolve as a strong discipline. China had experienced bad publicity ahead of the Olympics where; Beijing's image was seriously battered by widely publicized protests especially in London, Paris and San Francisco, disrupting the Beijing Olympic torch relay. Also, Chinese embassies and consulates in several cities were also damaged because of protests by pro-Tibet groups and others capitalizing on the publicity of summer Games. Therefore, China decided that it would be a better idea to hire foreign Public Relation firms to handle the publicity issues of the games. “Several British and US agencies were invited to interviews with Chinese officials to discuss a contract, which includes pre-games PR strategies, media training and market research on western perceptions of China” (AFP, 2008). Finally China decided to hire US Weber Shandwick and British Bell Pottinger as the major PR firms of the 2008 Beijing...
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...2008 Beijing Olympics will be discussed, along with reasons why protesters and activists target events such as the Olympics, and weather the opportunity to reach a global audience by advertising during the Olympics can offset the potential for bad publicity, and finally I will assess how well of a job the companies identified in this case did in anticipating and responding to the protests. Reasons why the Chinese government hires a western public relations firm. Recently the body of knowledge of public relations has grown significantly and public relations continue to evolve as a strong discipline. China had experienced bad publicity ahead of the Olympics where; Beijing's image was seriously battered by widely publicized protests especially in London, Paris and San Francisco, disrupting the Beijing Olympic torch relay. Also, Chinese embassies and consulates in several cities were also damaged because of protests by pro-Tibet groups and others capitalizing on the publicity of summer Games. Therefore, China decided that it would be a better idea to hire foreign Public Relation firms to handle the publicity issues of the games. “Several British and US agencies were invited to interviews with Chinese officials to discuss a contract, which includes pre-games PR strategies, media training and market research on western perceptions of China” (AFP, 2008). Finally China decided to hire US Weber Shandwick and British Bell Pottinger as the major PR firms of the 2008 Beijing games. ...
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...achieves the vision of London 2012 Olympics as Everybody’s Games. It is incongruent to suppose maximum revenue and maximum attendance can both be achieved and therefore the critical problem is developing a strategy that affords the appropriate balance of emphasis to revenue or attendance. Previous host countries have had varying levels of success with their strategy and due to the unique context of the London 2012 games past approaches do not provide a definitive solution. This report utilises (model) to assess the strengths and weaknesses of the two propositions, evaluate the options for each and provide a recommended sales and marketing approach. Ultimately, the analysis identifies an attendance focused strategy will more likely achieve the vision and have longer term social benefits and revenue potential. 2 Introduction This report focuses on the responsibility of the Head of Ticketing, London Organizing Committee of the Olympic Games (LOCOG), to establish a sales and marketing strategy for the 7.9 million tickets available at the London 2012 Olympics. With the support of 70% of people in the UK, London’s Olympic bid was founded on three key aspects; firstly, the opportunity to socially and economically revitalise the disadvantaged area of East London; secondly, creating the first 100% public transport facilitated games, and ultimately, recognition of the London 2012 games as inclusive, fair and equitable - Everybody’s Games. Historically, delivering a marketing...
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...WHAT ARE THE ISSUES OF WORLDWIDE EVENTS ON A COUNTRY ? The exemple of Brazil with the World Cup and the Olympic Games Globalization Seminar – September 2014 GROUPE 36 - PARIS Maxime BEURRIER, Lauriane CORBIN, Aurore GUILLON, Yuan GUO, Benjamin FERRE It is used to say that "the surfer is wonderful when he is standing up on his board". Brazil is one of these surfers since the early 90s. Expected to become a major world power, the country has moreover the opportunity to shine in front of the world by organizing successively world wild events in less than five years. It had never been given to a country the opportunity to receive such big events, especially in such a short period: the World Youth Day (WYD), the Confederations Cup, the Football World Cup in 2014 and finally the Olympic Games in 2016. After China, who organizes Beijing Olympics games in 2008, Brazil is now pursuing his prodigious road on the top of the wave. The organisation of these worldwide events is a great opportunity to consolidate its influence in the world but also the risk of eventually falling off from his surfing-board, into the water. After the competition among several countries in order to obtain the right to host these events, each slightest actions of the winner are scrutinized by the whole world. Today, the occurrence of events involving all the nations of the world highlights the globalization characteristics. Indeed, for one summer, many countries meet around a single place, a single goal,...
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...Hi guys. Do you know what’s the mascots of beijing olympic game?The Fuwa. The designs were created by Han Meilin, a famous Chinese artist. Today, I’m going to introduce the fuwa to you, their different names and meanings at first. Then, I will talk about their target market. There are five fuwa: Beibei, Jingjing, Huanhuan, Yingying, and Nini. When you put their names together, the names form the sentence "Beijing huanying ni," which means "Beijing welcomes you". Designed to express the playful qualities of five little children who form an intimate circle of friends, Fuwa also embody the natural characteristics of four of China's most popular animals -- the Fish, the Panda, the Tibetan Antelope, the Swallow -- and the Olympic Flame. And fish represented aquatic sports. Panda represented weightlifting and judo. Fire represented ball sports. Tibetan antelope represented track and field. And swallow represented gymnastics. Fuwa also embody both the landscape and the dreams and aspirations of people from every part of the vast country of China. In their origins and their headpieces, you can see the five elements of nature -- the sea, forest, fire, earth and sky -- all stylistically rendered in ways that represent the deep traditional influences of Chinese folk art and ornamentation. The China Environmental Awareness Programme program, started in 2001, has the Fuwa raising public environmental awareness by spreading clean and green messages. And their target market is no limited...
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...My home is currently located in Baltimore, Maryland. One very interesting Olympian with special significance to Baltimore, MD is Michael Phelps who is now a retired American swimmer and the most decorated Olympian of all time with 22 medals. Phelps also holds the all-time records for Olympic gold medals (18, which is double that of the next highest record holders),Olympic gold medals in individual events (11), and Olympic medals in individual events for a male (13). In winning eight gold medals at the 2008 Beijing Games, Phelps took the record for the most first-place finishes at any single Olympic Games. Five of those victories were in individual events, tying the single Games record. In the 2012 Summer Olympics in London, Phelps won four gold’s and two silver medals, making him the most successful athlete of the Games for the third Olympics in a row. For Michael Phelps, Beijing was about perfection, but London was about history. Phelps had been saying all along that he had goals in London, though he declined to say precisely what they were. Surely, making history was in fact one of them. I am a huge fan of the Olympics and Michael Phelps, who is significant to me because I use Michael Phelps’ journey as motivation for me, knowing and constantly reminding myself that I can accomplish my ultimate goal in life through hard work, determination, and staying focused on the task at hand. If any other students are from my hometown of Baltimore, MD and can relate to using others accomplishments...
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