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自从1984年的洛杉矶奥运会实现盈利以来,历届奥运会都表现出两个层面的竞争:一是赛场内的运动竞技,另一则是赛场外的商业角逐。对于北京奥运会,JWT大中华区首席执行官唐锐涛(Tom Doctoroff)表示,“这可不仅仅是一场即将到来的盛会,而是中国屹立世界、与美国比肩的标志。”而在这个“公司国家”(公司在国家经济中发挥关键作用)时代,“屹立与比肩”还需要更多地从公司竞争力的层面进行解读。中国的一线品牌公司怎样解读奥运,至关问题的核心。
Since the Los Angeles Olympic Games in 1984 to achieve profitability, the previous Olympic Games have shown two levels of competition: First, sports arena within the venue, the other is outside the race business competition. For Beijing Olympic Games, Tom Doctoroff, chief executive of JWT Greater China, said: “This is not just an upcoming event, but a sign of China’s standing in the world and the United States.” In this “ Company country ”(the company plays a key role in the national economy),“ standing still ”should be read more from the aspect of company competitiveness. How China’s Top Brand Companies Understand the Olympic Games, the Key to the Problem.