摘要
现代奥林匹克运动,在融经济、政治于竞技之中的同时,它的核心品牌“奥运会”业已成为全球各大城市或企业间竞争———开启品牌识别的一把金钥匙。然而,它在跨入自身具备商品素质的新的品牌征途中,一如人类社会发展与代价的历史进程一样,也在其中投下了自己巨大的身影。本文,以《奥林匹克宪章》为立意,从奥运商业化的发展与代价、奥运的发展与代价之融合等,部分地论述了现代奥运从方法层面上与商业化联姻的运作机制。结论认为:《奥林匹克宪章》中对奥运的商业化开发所使用的个性化规则,在赞助商获得“正式赞助人或供应商”、“正式合作伙伴或终生名誉会员”等权益后,它的个性化规则就已向社会经济和商业机制的多样化、程式化方面转变了,这是不依《宪章》意志为转变的必然表现。
Modern Olympic Movement, in integrating economy, politics with the sports , while turning national difference into an organic whole humanly, its key brand ＂ Olympic Games ＂ has already become the competition among every large city or enterprise in the world ——Open a gold key that the brand discerns. However, it is in striding into one＇s own new brand journey with quality of the goods, like historical process of the cost just like the human social development, have thrown down one＇s own enormous figure among them too. This text, regard ＂ the Olympic Charter ＂ as conception , from commercialized development , development of cost , the Olympic Games and integration of the cost of the Olympic Games ,etc. , expound the fact modern Olympic Games from method at the aspect partly and commercialization united by marriage operation mechanism. The conclusion thinks ： Develop the individualized rules used to the commercialization of the Olympic Games, after the sponsor gets such rights and interests as ＂ formal patron or supplier ＂ , ＂ formal cooperative partner or honorary membership all one＇s life ＂ , etc. , its individualized rule has already been changed to the diversification of society＇s economic and commercial mechanism, respect of stylizing, it is for the inevitable behavior of changing that this does not follow ＂ charter ＂ will.
出处
《体育与科学》
CSSCI
北大核心
2007年第1期52-54,共3页
Sports & Science
