纵观历史,每个国家或城市都希望通过奥运会、世界博览会、运动会等重大事件给自己留下些什么,于是对这些盛会的申办,很大意义上成为一个城市、一个国家经济实力的体现,无论东京还是汉城,无论广州还是北京,历届奥运、亚运借助广告和媒体成为典型的稀缺性的媒介资源,诸多世界上大企业都借助奥运会和亚运会成功实现品牌国际化战略扩张目标。一次盛会改变一座城,一次盛会提升一座城。2008年,中国向世界奉献了一届“无与伦比”的奥运会,在北京留下了不可 Throughout history, every country or city hopes to have something left for themselves through major events such as the Olympic Games, World Expositions and Games, so bidding for these events has become a manifestation of the economic strength of a city or a country in a big sense. Regardless of Tokyo or Seoul, whether Guangzhou or Beijing, the previous Olympic Games, Asian Games with advertising and media become a typical scarcity of media resources, many of the world’s large enterprises are using the Olympic Games and the Asian Games successfully achieved brand international strategic expansion goals. A festival to change a city, a magnificent event to promote a city. In 2008, China devoted a “unique” Olympic Games to the world and left behind in Beijing