We use cookies to give you the best experience possible. By continuing we’ll assume you’re on board with our cookie policy

Olympics In China Essay Sample

essay
  • Pages: 7
  • Word count: 1,689
  • Rewriting Possibility: 99% (excellent)
  • Category: olympic

Get Full Essay

Get access to this section to get all help you need with your essay and educational issues.

Get Access

Introduction of TOPIC

In July 2001, China was awarded the 2008 summer Olympics by the International Olympic Committee (IOC) (IOC report 2001).The Olympic Games is the world’s largest sporting event in which 220 nations take part. It comprises of 400 events in 28 different sports activities with 38 disciplines.

            The Chinese government, considering the importance of the Olympic Games, has undertaken massive promotion of the games to ascertain the place of China as a world power amidst major concerns like; historical and contemporary human rights violations, environmental issues like the massive pollution by the Chinese Industries, the Darfur crisis and the undemocratic political structure in which the country is governed.

Despite these concerns, China has developed a plan to market itself domestically and internationally.

On 13th December, 2001, the Chinese government created the Beijing Organization Committee for the Olympic Games (BOCOG). The committee which consists of 22 departments was given the mandate to look into every issue concerning the 2008 Beijing summer Olympics (BOCOG 2008). It is therefore charged with, among other things, the responsibility of marketing the Olympic Games. The International Olympic Committee (IOC) is in charge of organizing the Olympic Games which entails, mobilization of funds for the massive budget involved in organizing the event.

On the other hand the World business community seeks to have a chance during the event to market their respective companies at the global level. BOCOG works to harmonize the coordination between the Olympic Movement and the Business community as they work in China for the forthcoming Beijing 2008 Olympic Games. BOCOG developed an elaborate marketing plan. The plan is mainly concerned with the Games sponsorship deals, the licensing of businesses to take part in the summer 2008 Olympics, Television broadcasting, and corporate sponsorship. Additionally it has incorporated the use of an emblem, mascots, slogan, music, torch relay and sport in a bid to market the games.

Through the Games sponsorship deal, it gives companies at the national and the international level, with interest in marketing their businesses, an opportunity to clinch sponsorship deals. It provides exclusive sponsorship rights to the qualified companies irrespective of their sizes thereby enabling the participation, not only of the major International Corporations but also the medium and small sized companies. . This program has been divided into different levels to allow companies market in different regions of the world, under different categories. The Chinese government allows any interested sponsor to participate as long as its products do not contravene the Olympic spirit or the rules and regulations placed by the BOCOG and the IOC (BOCOG 2003).

Through this arrangement, prospective sponsors are allowed to use the BOCOG and/or Chinese Olympic Committee (COG) marks, logos, and designations in their advertisements and marketing promotions. They are also given the preference of getting the Television advertising space and billboards located in prime areas before or/and during the games. The sponsors are also given the opportunity of sponsoring cultural programs and important events like the torch relay, their rights are protected by the BOCOG program of the anti-ambush and are given the opportunity of attending workshops and observations which are organized by BOCOG.

According to the BOCOG report of 2008, there are twenty four (24) Local and   International Corporations which have signed contracts to become IOC’s and the Chinese Government’s partners in the summer Olympics. Some of these include; Coca-cola, General Electric(GE), John Hancock, Kodak, Panasonic, Samsung Electronics, Schlumberger, Swatch, Visa International, Johnson & Johnson, Lenovo, Manulife, Omega, Bank of China, Atos Origin, SINOPEC, CHINA MOBILE, VW, Adidas and PICC (BOCOG 2008).

            Different approaches have been applied in the selection of the sponsors. These

include: The corporate strength and accountability, mainly looking at the financial base, the growth

Sorry, but full essay samples are available only for registered users

Choose a Membership Plan
trends in the company for the past five years, market position with respect to other competitors and the amount of funds the company is ready to spend to sponsor the event. Other criteria include: The quality and reliability of products/service which looks at the viability of the products with respect to Olympic Games. Brand alignment which assesses the reputation and the image of the company and the extent to which the company raises the spirit of the Olympic Movement and the concept of the Beijing Olympic Games. It also considers the Market Activation which looks at the amount of money the companies are ready to invest in the promotion of their products during the Beijing Olympic Games.

The Chinese government through BOCOG has marketed itself through the provision of Television broadcasting has also been used to market the event. This is because Olympic Games are watched by the highest number of people in the world (even higher than the FIFA world cup).It is also televised by the highest number of countries in the world. The Chinese government has adopted the “long-term broadcasting rights strategy” which was developed by the International Olympic Committee (IOC). It gives rights to countries to broadcast Olympic Games even after the end of the Olympic Games.

Another strategy used by the Chinese government to encourage people to buy tickets for the many events in the Olympic Games is the “Olympic Game Ticketing”: In every Olympic Games, a large number of tickets are sold. For example, according to an IOC report, more than 6.7 million tickets were sold in the 2000 Olympics in Sydney at total revenue of US$551 million. The summer 2008 Olympics tickets went on sale on April 14th 2007, and the Chinese government is expecting to sell more than 7 million tickets by the end of the event. (BOCOG 2007 report)

            Licensing has also been used by the Chinese government as a marketing strategy through the creation of licensing agreements that awards rights of using official Olympic logos, to different companies. According to BOCOG the licensing program objectives are; to promote the Beijing Olympic, to promote the uniqueness of the Chinese culture through the wide variety of locally produced Chinese products, to involve the Chinese companies in the Beijing Olympics, to raise funds for the massive budget involved in organizing the event and to promote the theme” Made in china=High quality” which aims at promoting Chinese products throughout the world (BOCOG 2008).

Other marketing strategies involved the availing of an emblem in August 2003 in Beijing. The emblem symbolizes the unique Chinese culture and is a symbol of warm welcoming to the people of the world to share in china’s rich culture, history and heritage. A slogan has also been availed titled’ “One World One Dream” which aims at uniting the entire human race towards a united future.

The Chinese government has also licensed specific stores to sell Olympics products. These stores were in operational as early as July 2007.Currently the stores have adopted online marketing of its merchandise, making the Olympic products available in all the five continents. The government is also using the torch relay event to market the Olympics, even though it is being met with protest around the world. The torch relay is expected to last one hundred and thirty days and passes through five continents.

There have been calls from different lobby groups for the boycott of the 2008 summer Olympics in Beijing citing the poor past and present human rights records in China and the suppression of protests in Tibet (A colony of china) in which students are calling for a free Tibet. According to Charles Bremner (2008) the Chinese government are desperate to protect its image and as a result is compromising on human rights standards. The other concerns are failure by the Chinese government to put pressure on the Sudanese government so as to end suffering in the Darfur region. There is also concern over the quality of air in Beijing with different environmental experts claiming that it is polluted and may in turn affect the health of athletes. China has also been accused of forcefully evicting more than 1.5 million residents of Beijing to create room for the expected visitors (Reuters, 2006)). This has drawn quiet protests among its citizens as they live in fear. Due to the above mentioned concerned, these groups are calling for the boycott of the Summer Olympics by Individual athletes, tourists, and even countries.

Even though there have been concerns over the Chinese government human rights records, mode of governance, environmental suitability, the Chinese government has succeeded in marketing itself as one of the most industrialized nations of the 21st century and is certainly best suited for hosting the 2008 summer Olympics.

References

BOCOG (2008). Official sponsors of the Beijing 2008 Olympic Games unveiled. Retrieved on 9th, April, 2008 from http://en.beijing2008.cn/

BOCOG (2007) Beijing 2008 tickets go on sale. Retrieved on 6th, April, 2008 from http://en.beijing2008.cn/

BOCOG (2006). The Official Mascots of the Beijing 2008 Olympic Games. Retrieved on 9th April, 2008 from http://en.beijing2008.cn/

Bremner, C. (2008). Tibet protests force organizers to snuff out Olympic flame in Paris.The times. Retrieved on 3rd, April, 2008 from  www.timesonline.co.uk/

Economic Forum, (19 September, 2003.) Marketing Plan of the Beijing 2008 Olympic Games Sponsorship and Licensing Opportunities for Hong Kong Companies. Retrieved on 9th April 2008 http://www.hktdc.com/econforum/tdc/tdc030903.htm

IOC(2001) China in 2008. Retrieved on 9th, April, 2008. www.olympic.org

Reuters(2006) Beijing to evict 1.5 million for Olympics: group. Retrieved on 9th, April, 2008. www.reuters.com/archieve

We can write a custom essay on

Olympics In China Essay Sample ...
According to Your Specific Requirements.

Order an essay

You May Also Find These Documents Helpful

The Olympic Games in Ancient Greece

Ancient Greece and Rome has influenced American culture and society specifically in government, sports, military, architecture, medicine, and math. The influence of Greece can be seen daily in the columns we observe on buildings such as The White House and Capitol Building. Rome has influenced the United States in our governmental practices through the sharing of a republic or a representative democracy. Greece and Rome both have contributed to America society in numerous ways that impact our daily lives from the Julian Calendar to 3.14, Pi. A style of Greek architecture that is still used today is the columns. The most famous example of Greek architecture is the Parthenon, a grand building with columns located in Athens. Today, columns are used in many public buildings such as churches and libraries. (8 Greek Influences) There are also columns in many monumental buildings including the Lincoln Memorial, Thomas Jefferson Memorial, United States...

How Far Do You Think this Description...

The Sydney Olympics successfully got the title of ‘the first green Olympics’. The Olympics had to involve the use of adaptation of existing facilities, be constructed on a brownfield site, use building designs which are environmentally friendly, undergo environmental and social impact assessment, protect native bush land, forests, wetlands fauna and threatened ecosystems. It also had to be accessible by public transport. OCA’s plan was to provide effective public transport (coinciding with its aim to be ‘green’) in order to reduce carbon emissions caused by the Games, make it accessible to more people and to be available for use after the Games so people can continue using the facilities. This is an environmental benefit as it reduces carbon emissions, it also has an economic benefit as the facilities will continue to be used after the Olympics (bringing in money) and also as more people will be using public services. In...

The Olympic Games

The Olympic Games is important to Chinese government as it is a form of international recognition of China’s progress in the recent years. It also wants to use the games to show itself as an upcoming super power of the 21st century. As a result major transformations have been undertaken in Beijing. These include demolishing structures deemed inappropriate for the city, evicting those seen as daunting its image of the city, construction of new roads, railways and an airport. It is also constructing, new hotels, offices and retail centers all this at financial cost estimated at US$40 billion. Despite all these major transformations its image has been daunted by issues like the independence of Tibet; worsened the worldwide protests that have marred the Olympic torch relay and its human rights records. China has tried to improve its image and impress investors through strategies like hiring a top American public relations...

Popular Essays

logo

Emma Taylor

online

Hi there!
Would you like to get such a paper?
How about getting a customized one?