主要采用文献资料和专家访谈研究方法,以品牌理论和营销理论的视角来研究奥林匹克运动成功运作的经验,以期为中国的体育组织管理提供有益的借鉴。研究表明,国际奥委会是具备全球化视野和品牌化思维的组织,对于管理方法的变革能够做出迅速地反应,所以它能抓住机会,造就了以奥林匹克品牌为核心的,更加开放和更加现代化的国际化体育组织。 Mainly using the literature and expert interview research methods, the brand theory and marketing theory to study the successful operation of the Olympic Games experience, with a view to China’s sports organization and management to provide useful lessons. The research shows that the IOC, an organization with global vision and brand thinking, can respond promptly to the change of management methods so that it can seize the opportunity and create a more open and harmonious society with the Olympic brand as the core More modern international sports organizations.