Research On The Layout And Marketing Strategy Of The Beijing Olympic Games Tourism Products

The Olympic Games is not only advantageous in improving the city's sports facilities and promoting the development of the sports enterprise, but simultaneously can also bring huge traveling economic benefits for the host city and impel the development of the sports industry and traveling industry. This article conducts the research on the layout and the marketing strategy of Beijing Olympic Games tourist products and aims to get some useful exploration on the research of the tourist economy of the Olympic Games. The author of this paper also hopes that the 2008 Beijing Olympic Games will become the auxiliary booster for the Chinese tourism and promote the national tourism to obtain development by leaps and bounds.According to the present research and the analysis of the reality development condition of the tourism of the Beijing Olympic Games, this paper firstly proposes the practical significance of the research, reveals the connotation of Beijing Olympic Games tourist products and also analyzes their constitution. Then, this paper carries on the space and time layout of these products based on the development principle of the Beijing Olympic Games tourism products. Afterwards, utilizing the relevant principles of game theory, this article also analyze mutual benefit relations between different Olympic Games traveling cities or regions, the government and Olympic Games traveling enterprises, the operators and consumers of the Olympic Games traveling. According to the above, this article proposes the corresponding Olympic Games tourism products marketing strategy. Finally, this article takes a real diagnosis research on the Beijing Olympic Games traveling souvenir "Friendlies" and put the Olympic Games tourism products marketing strategy into its practice and proposes the later period market operation strategy of the "Friendlies".This research considers that,(1) looking from the dynamic process of the Olympic Games phenomenon, as a result of Olympic Games' tourism influence of Athens and London, the tourism effect response time will be approximately the previous 5 years and the latter 2 years of the Beijing Olympic Games. The development of the tourism products should have a difference emphasis in the earlier period, the intermediate stage and the later period of the Olympic Games.(2) because of the different status, the characteristics, the conditions, the functions of the Olympic Games traveling cities or regions, it has formed three ranges: the Beijing Olympic Games tourism products core, the linkage region and radiation regions.(3) different cities or regions of Olympic Games has a non-vanishing cooperation gambling relations; the government cannot be totally divorced from or completely take charge of everything in the promotion of the Olympic Games tourism; in the identical region, the big enterprise and the small business of the Olympic Games tourism have a big benefit conflicts; under the condition of obsessing the complete information or not, the Olympic Games traveling operator and the consumer have the different behavior combination.This research suggests that: in the earlier period, the intermediate stage and the later period of the Olympic Games, Olympic Games tourism product succession layout should take different focus on the nature and the humanities tourism resources of the host city, the Olympic Games competitions and the festival matters following the Olympic Games separately. The Olympic Games traveling product spatial layout is as follows:(1) the core area should protect and manage traditional tourism projects, at the same time, it should also focus on developing the sightseeing the sports venues and the cityscape, organizing the watch of the sports events, sponsoring the celebrating activities and shopping travel.(2) linkage regions should develop characteristic Olympic Games traveling products according to various cities characteristics: Qingdao develops sea Olympic Games tourism and industry Olympic Games tourism; besides providing the logistics support service for Beijing, Tianjin and Qinhangdao also should develop the Olympic Games good food and coastal vacation traveling separately; Shenyang develops soccer sports event traveling; Shanghai develops the metropolis sports traveling; Hong Kong sponsors various types culture activities of the Olympic Games.(3) radiation regions mainly develops such Olympic Games tourism products as traditional Chinese sports, Olympic Games training bases.In the process of marketing the tourism products of the Olympic Games, the following strategies should be adopted: conforming the resources, building brand image of the Olympic tourism; establishing strategic alliance and opening up international market diligently; planning many kinds of celebrating activities and carrying out culture marketing; designing the souvenirs of Olympic Games to form the marketing luminescent spot; manifesting the characteristics of the times and developing the green marketing of the Olympic tourism.