\u201c\u8fd1\u73fe\u4ee3\u30a4\u30f3\u30b0\u30e9\u30f3\u30c9\u306b\u304a\u3051\u308b\u30d7\u30ed\u30fb\u30d5\u30c3\u30c8\u30dc\u30fc\u30eb\u306e\u30ac\u30d0\u30ca\u30f3\u30b9\u2014\u30d5\u30c3\u30c8\u30dc\u30fc\u30eb\u4e89\u8b70\u306e\u5206\u6790\u3092\u4e2d\u5fc3\u306b\u2014\u201d<\/p>\n
\u85e4\u4e95\u7fd4\u592a\u5148\u751f\uff08\u5927\u962a\u5927\u5b66\u52a9\u6559\uff09<\/p>\n
\u8fd1\u4ee3\u30b9\u30dd\u30fc\u30c4\u306e\u6bcd\u56fd\u3068\u3055\u308c\u308b\u30a4\u30f3\u30b0\u30e9\u30f3\u30c9\u306b\u304a\u3044\u3066\u3001\u30d5\u30c3\u30c8\u30dc\u30fc\u30eb\u306f\u56fd\u6c11\u7684\u30b9\u30dd\u30fc\u30c4\u3068\u3057\u3066\u7279\u5225\u306a\u5730\u4f4d\u3092\u7bc9\u304d\u4e0a\u3052\u3066\u304d\u305f\u3002\u7279\u306b\u30011880\u5e74\u4ee3\u306e\u30d7\u30ed\u30fb\u30d5\u30c3\u30c8\u30dc\u30fc\u30eb\u306e\u6210\u7acb\u4ee5\u964d\u3001\u73fe\u5728\u306e\u30d7\u30ec\u30df\u30a2\u30ea\u30fc\u30b0\u304c\u793a\u3057\u3066\u3044\u308b\u3088\u3046\u306b\u3001\u30a4\u30f3\u30b0\u30e9\u30f3\u30c9\u3092\u4ee3\u8868\u3068\u3059\u308b\u5a2f\u697d\u7523\u696d\u3068\u3057\u3066\u767a\u5c55\u3057\u3066\u304d\u305f\u3053\u3068\u306f\u5426\u5b9a\u3067\u304d\u306a\u3044\u3060\u308d\u3046\u3002\u30a4\u30f3\u30b0\u30e9\u30f3\u30c9\u306e\u30d7\u30ed\u30fb\u30d5\u30c3\u30c8\u30dc\u30fc\u30eb\u306b\u95a2\u3057\u3066\u306f\u3001\u793e\u4f1a\u30fb\u7d4c\u6e08\u7684\u80cc\u666f\u3001\u30af\u30e9\u30d6\u904b\u55b6\u306e\u7279\u5fb4\u3001\u30e1\u30c7\u30a3\u30a2\u3084\u30ae\u30e3\u30f3\u30d6\u30eb\u306a\u3069\u306e\u5468\u8fba\u7523\u696d\u306a\u3069\u306b\u3064\u3044\u3066\u30011980\u5e74\u4ee3\u4ee5\u964d\u591a\u304f\u306e\u7814\u7a76\u304c\u84c4\u7a4d\u3055\u308c\u3066\u304d\u305f\u3002\u307e\u305f\u3001\u8fd1\u5e74\u306f\u7af6\u6280\u7d71\u62ec\u56e3\u4f53\u3067\u3042\u308bFA\u3084\u30d5\u30c3\u30c8\u30dc\u30fc\u30eb\u30fb\u30ea\u30fc\u30b0\uff08\u30ea\u30fc\u30b0\uff09\u306e\u7814\u7a76\u304c\u51fa\u73fe\u3059\u308b\u306a\u3069\u3001\u3042\u3089\u3086\u308b\u89d2\u5ea6\u304b\u3089\u30d7\u30ed\u30fb\u30d5\u30c3\u30c8\u30dc\u30fc\u30eb\u306e\u6b74\u53f2\u306b\u5149\u304c\u5f53\u3066\u3089\u308c\u3066\u3044\u308b\u3002
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\u201cResearching and writing about the Olympic Games\u201d<\/p>\n
VassilGirginov\u5148\u751f\uff08Brunel University, Professor\uff09<\/p>\n
In the first modern history of the Ancient Olympic Games, Gilbert West\u2019s (1749) Dissertation on the OlympickGames, expressed concerns with the quality and sufficiency of evidence and analysis used in the study of society. He posed questions that are fundamental for the scientific inquiry as we know it today and wondered how it is possible to understand attitudes and events accurately when the material available for studying the ancient games was so often myth, fable and tradition. The aim of this lecture is to examine some conceptual and methodological issues concerned with studying the Olympic Games based on the author\u2019s experience with the London 2012 Olympic & Paralympic Games. In particular, the presentation will examine the various forms of censorship that were either imposed on or self-exercised by members of the academic community and the Organisersof the Games, and their role in framing the London Games.<\/p>\n
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\u5869\u898b \u4fca\u4e00\u5148\u751f\uff08\u7acb\u547d\u9928\u5927\u5b66\u8b1b\u5e2b\uff09<\/p>\n
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<\/p>\n
\u201cSponsoring Mega-Sporting Events:A Comparative Longitudinal Analysis of Advertising Patterns and Brand Appeal of Sponsoring Firms\u201d<\/p>\n
Harald Dolles\u5148\u751f\uff08\u30e2\u30eb\u30c7\u5927\u5b66\uff0f\u30b4\u30fc\u30bb\u30f3\u30d0\u30fc\u30b0\u5927\u5b66\u6559\u6388\uff09<\/p>\n
Apart from investigating the impact of mega-sporting events in Asia \u2013what could be considered as a large field of research for itself \u2013the question is obvious, whether sponsoring such kind of a mega-sporting event is a wise investment and\/or effective international marketing strategy? Sponsorship is not only a vital and rapidly expanding revenue source for sport organizations \u2013thus its share in financing the Olympic Games has risen dramatically, but also has become a core marketing activity that often complements advertising endeavours for many organizations. Sponsoring is thus a rapidly growing phenomenon in marketing, but it is linked with uncertainty and a lot of pitfalls. This research aims to describe and explain the advertising behaviour seen as an activation strategy performed by sponsoring firms of the Olympic Games. It provides insights into the strategic goals related to sponsorship. The longitudinal approach taken opens the possibility to explore the dynamics of the strategies of local brands as well as foreign brands, starting with the Olympic Games in Beijing. A means-objective framework of sponsoring developed for research consists of six factors: The exclusive association of a sponsoring firm with an event can be based on the product, the corporation or on the region, thus constituting the three \u201cobjectives\u201d. Further co-branding, revenue streams and new customers are identified as the three \u201cmeans\u201d factors. Based on a qualitative content analysis of 739 advertisements, articles and press releases collected from newspapers, journals and official web pages eight dominant means-objectives combinations leading to different sponsor marketing strategies have been discovered. From the longitudinal data it can be concluded that the time gap between signing the contract and the dates of the event influences the strategy of the sponsoring corporations. It also can be observed that the advertising content in some cases changes over time and the sponsors\u2019 craft different \u00b4advertising strategies\u00b4in different periods. Differences are further discovered dependent on sponsorship category and the level of internationalization of the sponsoring firm.<\/p>\n
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