2008 Beijing Olympics, China has been seen as a showcase to the world their own party. However, the significance of the event is far too little: the Olympic Games will change China forever.
During the preparations for the Olympic Games, China had to accept the West standards to deliver own solemn commitment made by the International Olympic Committee. In the eve of the opening ceremony, and many factories were closed, in order to reduce pollution and improve air quality. large number of Chinese soldiers were called in to clear the algae in coastal waters to ensure the sailing competition smoothly.
to the success of the Olympic Games, officials spared no effort to speed up the modernization of Chinese society. world-class architectural design and construction standards, construction of Olympic venues to become the guiding principle. airports, roads and other infrastructure, not only in Beijing, but also in all the Olympic Games host cities, have been upgraded. Chinese people's pride and ambition ask them, no matter how much the cost of flowers, to be better than ever, and the Chinese athletes are better than others any country to win more medals.
However, when the end of the Olympic athletes from various countries journey home, polluting power plants began operation, in addition to good memories and good impressions, the will leave behind? The answer is brand . not just the Olympic year 2008 will be the brand of .2008. not only Chinese brand on the world stage by propaganda, and the commercial brand of Olympic sponsors are the Chinese market to exploit the advantages of their brands to the limit.
Chinese people have already fallen in love with the brand. in a population of 1.3 billion and the high mobility of the kingdom, how can you stand out? young people to understand China, you can see what they can afford out of the brand and demonstrate brand. through fashion accessories, mobile phones and cars, the brand selection is the diversity of Chinese society into a unified far more class. billions of times a day to buy a trusted brand, this phenomenon is increasingly becoming China rally society, paid to the International Olympic Committee than ever before and more money. and, given the size and growth of the Chinese economy, and the West more and more attention to China, which sponsors have allocated more than ever More Olympic budget, marketing their own brands in the host country.
Chinese people are suffering all over the bombing of brand advertising, because the West's global brands are seeking to expand their territory, from cities to remote provinces of infiltration. These brands to do with the Olympics-related advertising, is likely to exceed 60 billion U.S. dollars. Among them, most ads do not directly promote a brand of the product features and characteristics. On the contrary, these ads is committed to a Western brand to wear the cloak of nationalism in China. from the general public car (Volkswagen) of the ) initiative to play to a new extreme. almost no brand in the world for the Olympic Games to carry out a unified marketing campaign. Instead, they usually carry out two activities, one for the Chinese market and another for the rest of the world. < br> All this is also reflected in the Chinese brands, such as Lenovo and Haier are seeking to use the Olympics as sponsors, to improve their global position. Three years ago, the company acquired IBM PC business, Lenovo Group, as the first Chinese companies to invest about 1,000 million U.S. dollars, a worldwide Olympic sponsor. Through this initiative, Lenovo Group is expected to be in the Chinese market and the rest of the world, improve their brand reputation and market share.
is no doubt that this brand's feast Chinese society will have far reaching implications.
of: John b Quelch (John Quelch)
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