The Impact of Beijing Olympic Games on China - Essay Example

?The Impact of Beijing Olympic Games on China The People’s Republic of China has long been known as a country which had the tendency to isolate itself from the limelight of global whereabouts. Nevertheless, when it finally decided to enter the spotlight, China never turned its back. Dubbed as the major “coming out,” “opening up,” a “renaissance or regeneration,” the 2008 Beijing Olympics inaugurated the country’s course towards improving its social, political, economic, technological, and environmental condition. The Beijing Olympic Games signals one major thing for China: progress; and it still thrives today. This paper argues that Beijing Olympic Games brought a positive impact on China, making it more competitive in the international sphere. It would also discuss the three significant themes that were accentuated in this event and would provide an in-depth analysis on the impact of the Beijing Olympic Games on economic, socio-political, environmental, and technological aspects of China. Essence of the Olympic Games in Beijing China According to Kronick and Dorne, managing director of Ogilvy Public Relations Worldwide and associate in Corporate Communications at Ogilvy & Mather China, respectively, the Olympic Games in 2008 is like a debutante ball for China to show to the world its wondrous Chinese culture (32). Also, it was a means to express Chinese people are now eager to communicate and join people from all over the world in promoting peace and progress (BOCOG, qtd. in Close, Askew, and Xu). After decades of closing its doors away from developing tight relations with other countries, even neighboring ones, it has finally opened the aperture towards a long-term and progressive relationship with these nations. Moreover, Kronick and Dorne refer to the Olympic games as a catalyst for change in China, just like what it already did to a number of cities like that of Tokyo, Japan, Barcelona Spain, and Sydney Australia. For instance, the 1964 Olympic Games which was held in Tokyo resulted to a technological boom due to consumers who were very eager to buy television sets just to watch the games in their homes. The same thing happened in Barcelona that held the 1992 Olympic Games wherein it awakened the sluggish place into a prestigious city. In Sydney, it incredibly showcased its unique Australian hospitality in the 2000 games (Kronick and Dorne 32). For Beijing, China, it serves as an exceptional way of marketing, no less than, the country itself. As a matter of fact, marketing experts would view the 2008 Beijing Olympic Games not solely intended for sports purposes but more importantly, as the launch of China as a superbrand that would be a huge opportunity as well as a large threat to many nations (Kronick and Dorne 32). Apparently, China is serious on showing to the world that more than a manufacturing country, it is also on the road to a total improvement, progress, and innovation. The Beijing Olympic Games---Central Themes and Its Impact on the Macro-Environment of China In launching China as a superbrand, the Beijing Olympics in 2008 carried with it three major identifiable themes: people, technology, and “Green Olympics” (Kronick and Dorne 32). First, it highlighted people, most especially the majority of poverty-stricken Chinese who are yet to experience an upliftment of their condition. This theme on people served as the flagship in promoting a strong fight against the persisting social problems in the country (Kronick and Dorne 32). In so doing, this event had positive in the socio-political aspect of China. Second is technology which reflects the 2008 Beijing Olympics’ aim to provide highly advanced Olympic Games. The plan revealed a total of approximately US$157m worth of government funds and US$217m to 449 worth of private company contribution, all to support the Olympic technology projects (Kronick and Dorne 32). Thus, Beijing Olympic Games was an instrument to improve the technological facilities in China. Third is the so-called “Green Olympics” which pushed the campaigns against environmental degradation and destruction. This provides a big support to the government’s action towards eliminating pollution, which was already started by shutting down almost pollutant-emitting enterprises (Kronick and Dorne 32). In relation to this theme, the selection of venues has to conform to compliance procedures that lessen the venue’s harmful impact on the environment. For instance, natural protected areas and drinking water sources were two of the selected areas because they are more environmentally favorable (United Nations Environment Programme 42). With this, a critical highlight in this event was its strong battle for a “greener” environment. Thus, Beijing Olympic Games promoted to more sustainable environment for China. Furthermore, hovering around all three marketing themes are businesses that wish to incorporate their promotion and advertisements into these themes (Kronick and Dorne 32). This implies strong brand affinity because Olympic Games is an event that attracts millions of people from all around the globe. Hence, it posed a large pool of opportunities for business thereby contributing a positive impact on China’s economic environment. Aside from initiatives centering on these three themes, much effort was also put in actions geared towards providing solutions to other issues in the country. One is the creation of new terminals, roads, and the sports venue (China Briefing Media, “Beijing’s Olympic Games” 138). This means improvement in the infrastructure surrounding Beijing that would later translate to more infrastructure developments in the country. Furthermore, there were even proposed initiatives on changing the attitude of some Chinese people. An example is raising the standards of Beijing residents, like practicing them how to welcome visitors, campaigning against littering and spitting in order to always maintain a clean environment as well as excessive honking of car horns, etc. (China Briefing Media, “Beijing’s Olympic Games” 138). This goes to show that preparation for the Olympics has also taken into consideration the impact on tourists, thereby promoting a more hospitable country. Hence, it had combined positive impact both on the socio-political and economic condition of China. Conclusion This goes without saying that China garnered a more competitive position due to the Beijing Olympic Games. China gained a more positive stand in the international arena, whether in economic, political, socio-cultural, environmental, and technological terms. Indeed, China, after having experienced a long time economic and cultural stagnation, is speeding up its way towards unprecedented progress. Works Cited China Briefing Media. Beijing’s Olympic Games---Regeneration for the City And Opportunities for Business. Hong Kong: China Briefing Media Ltd, 2006. Print. Close, Paul, David Askew, and Xu Xin. The Beijing Olympiad: The Political Economy Of A Sporting Mega-Event. New York: Taylor & Francis, 2007. Print. Kronick, Scott, and Dalton Dorne. “Going for an Olympic Marketing Gold.” The China Business Review Jan-Feb 2005: 32. Print United Nations Environment Programme. Beijing 2008 Olympic Games: An Environmental Review. China: UNEP, 2007. Print. Read More