伦敦奥运账本 The London games zhang this

　　经济衰退中奥运吸金能力不减，赞助、门票收入均超预期，转播权收入也有望创出新高

Recession JinNengLi don't reduce the absorption，sponsorship、Tickets income are than expected，Rights income is also expected to record new historical highs

　　当地时间8月12日晚，英国伦敦奥林匹克体育场，2012年第30届夏季奥林匹克运动会在一场盛大的PARTY中闭幕。

The local time Tuesday night，London Olympic stadium，In 2012 the 30 th summer Olympic Games in a big PARTY closing in。

　　时光回溯到7年前的2005年，伦敦在最后关头击败了“劲敌”巴黎，赢得2012年夏季奥运会主办权。这是伦敦历史上第三次举办奥运会。

Time goes back to seven years ago in 2005，In London in the last minute defeated“enemy”Paris，Win the 2012 summer Olympic Games。This is the third time in London history of the Olympic Games。

　　那时，踌躇满志的英国人大概没有想到，未来几年内全球经济环境将发生翻天覆地的变化。金融危机、欧债危机先后爆发，英国经济和全球经济一起陷入衰退。与此同时，伦敦奥运的预算已激增至最初的4倍，达到93亿英镑。

then，The British people become probably did not think of，The next few years the global economic environment to change。Financial crisis、The debt crisis has erupted，The UK economy and global economic recession in together。At the same time，The London games budget has surged to the first 4 times，To reach 9.3 billion pound。

　　如何在经济衰退中成功举办奥运会？广开财路并“勒紧裤腰带”成为主办方的选择。数据显示，本届奥运会的赞助和门票收入双双超出预期，转播权收入也有望创出新高。强大的吸金能力，让本届奥运会显现不出经济衰退的痕迹。

How to succeed in the recession to host the Olympic Games？To open source of income and“Tighten belt”As host of the choice。Data shows，The Olympic sponsorship and tickets income both faster than expected，Rights income is also expected to record new historical highs。Strong JinNengLi absorption，Let the games don't appear of economic recession trace。

　　另一方面，英国政府也视奥运会为振兴经济的一剂“强心针”。不过，分析机构预计，奥运只能为经济带来短期刺激，奥运红利将在第四季度逐渐消失。

On the other hand，The British government also depending on the Olympic Games for the economy a agent“huge”。but，Body analysis is expected to，The Olympic can only bring short-term stimulus for the economy，The Olympic dividend will be in the fourth quarter, gradually disappear。

吸金能力“抗住地心引力” Suck JinNengLi“As the heart of gravity”

　　伦敦奥运93亿英镑预算全部由公共部门承担。据估算，国际奥委会和伦敦奥组委获得的赞助费用超过14亿英镑。

The London games 9.3 billion pounds by the public sector budget all assume。According to estimation，The international Olympic committee (ioc) and the London organising committee of the sponsorship for cost more than 1.4 billion pounds。

　　在2005年申办奥运时，伦敦奥组委提出的预算额为23.7亿英镑，这也是各申请城市中报价最高的。真正运行之后，这笔钱很快就用光了。两年后，伦敦奥组委不得不上调预算至93亿英镑（包括奥运会和残奥会），几乎是最初计划的4倍。

In 2005 when the Olympic bid，The London organizing committee for the 2.37 billion pounds of proposed agency，This is also the application in the highest city offer。True after operation，The money will soon have run out。Two years later，The London organizing committee had to raise the budget to 9.3 billion pounds（Including the Olympic Games and the paralympics games），Almost four times that of the original plan。

　　这笔钱从何而来？根据官方公布的数据显示，公共财政仍是此次奥运会最大的财源。伦敦奥组委最新公布的财报显示，这93亿英镑预算全部由公共部门承担，其中中央政府承担62.5亿英镑，占比67.2%；英国国家彩票承担21.8亿英镑；伦敦市政府和伦敦发展局承担8.8亿英镑，非政府部门的公益团体“英格兰体育”负责4000万。

The money is coming from？According to official figures show，Public finance is still the Olympic Games the biggest revenue。The London organizing committee the latest results show，This 9.3 billion pounds by the public sector budget all assume，Among them the central government to take responsibility for up to 6.25 billion pounds，More than 67.2% of；The British national lottery tickets to take responsibility for up to 2.18 billion pounds；London's city government and London development council to take responsibility for up to 880 million pounds，Non-governmental department public interest groups“England sports”Responsible for 40 million。

　　这93亿英镑主要由伦敦奥运交付管理局（ODA）使用，用于开发及兴建奥运场馆、市政基础设施建设等一些“硬件”上。其中包含了20亿英镑的应急费用。截至5月底，应急费用还有4.76亿英镑的结余。

This 9.3 billion pounds by the Olympic delivery authority main London（ODA）use，Used for development and build the Olympic venues、Municipal infrastructure construction and so on some“hardware”on。Including 2 billion pounds of emergency expenses。By the end of may，Emergency expenses and the balance of 476 million pounds。

　　除公共财政外，本届奥运会还少不了私营部门的支持，包括赞助商、转播权及门票收入等财源。

In addition to the public finances，The games also without the support of the private sector，Including sponsors、Rights and tickets income and revenue。

　　伦敦奥组委首席执行官保罗·戴顿今年三月接受媒体采访时表示，由于赞助和门票收入双双超出预期，预计今年奥运会从私营部门获得的收入将达到约20亿英镑，这与此次比赛筹备及整个流程的开支基本相当。

The London organizing committee chief executive Paul Dayton march this year interviewed said，Because sponsorship and tickets income both faster than expected，The Olympic Games are expected this year from the private sector have income of about 2 billion pounds，This game with the preparation and the process of spending basic quite。

　　赞助收入分为两部分，分别为国际奥委会全球赞助收入的分成，以及本土赞助商。按照2012伦敦奥运官方网站显示，今年国际奥委会的顶级赞助商有11家，另有42家企业分为伦敦奥运合作伙伴、赞助商、供应商和服务商三个级别，对本届奥运会提供不同的赞助和支持。

Sponsorship income is divided into two parts，The international Olympic committee (ioc) respectively sponsored income into，And local sponsors。According to the 2012 London games official website display，This year, the international Olympic committee's top sponsors have 11 home，Another 42 enterprises into the London Olympic partners、sponsors、Suppliers and service provider three levels，For the games provide different sponsorship and support。

　　由于涉及商业机密，赞助商的具体费用并没有公布。英国《卫报》根据估算，给出了一个大概的数字：顶级赞助商的赞助费平均每家公司为6400万英镑；伦敦奥运合作伙伴为4000万英镑；赞助商、供应商和服务商两级分别为2000万和1000万英镑。按此计算，国际奥委会和伦敦奥组委获得的赞助共计超过14亿英镑，其中仅伦敦方面的赞助收入就高达7亿英镑。

Because it involves a commercial secrets，Sponsors of the specific expenses and not being released。British《The guardian》According to estimation，Gives a ballpark figure：Sponsor an average sponsorship of each company for 64 million pounds；London Olympic partners for 40 million pounds；sponsors、Suppliers and service level two 2000 and 10 million pounds, respectively。According to the calculation，The international Olympic committee (ioc) and the London organising committee of the sponsorship for total more than 1.4 billion pounds，Only the sponsorship of London income is 700 million pounds。

　　据中国审计署2009年发布的审计报告，2008年北京奥运会获得赞助收入以及特许经营收入为98.7亿元人民币，约合9.76亿英镑。在目前欧债危机阴云笼罩、英国本土经济陷入衰退的大环境下，本届奥运会能取得这样的吸金能力已经相当难得，戴顿将这一结果形容为“抗住了地心引力”。

According to the Chinese the national audit office released in 2009 auditing report，The 2008 Beijing Olympic Games get sponsorship income and franchise income for 9.87 billion yuan RMB，$976 million pounds。In the current European debt crisis dark clouds、British home the economy into a recession of the environment，The games could have made such JinNengLi absorption is quite rare，Will the results Dayton described as“Resisted the gravity”。

NBC花11.8亿美元购买转播权 NBC broadcast bought for $1.18 billion

　　奥运转播价格一路飙涨。据报道，作为美国地区唯一转播商，NBC为此次转播权付出了高达11.8亿美元。

The Olympic broadcast prices shoot up all the way。According to the report，In the United States as the only broadcaster，NBC broadcast for the paid as much as $1.18 billion。

　　数据显示，奥运转播权收入从1984年的2.87亿美元猛增至2008年的17.39亿美元，一直保持快速增长势头。按照这样的发展趋势，本届伦敦奥运会的转播权收入很有可能再创新高。

Data shows，Olympic broadcasters income from $1984 in 287 million shot up to $2008 in 1.739 billion，Keep a fast growth momentum。According to the development trend of this，The London Olympic Games to the broadcast of the income is likely to hit a record high。

　　国际奥委会负责转播电视信号的制作和分销。根据该机构网站披露，今年的奥运转播权已分销至全球32个国家和地区的电视及广播媒体，且随着网络影响力的不断加大，视频网站Youtube也加入其中，首次免费向观众直播奥运赛事。

The international Olympic committee is responsible for broadcast TV signal production and distribution。According to the agency web site disclosure，This year's Olympic broadcasters have distribution to global 32 countries and regions TV and radio media，And as the network of influence of the constantly increasing，Video site Youtube also join them，The first free live games to the audience。

　　由于奥运转播权历来被全世界各大媒体视为兵家必争之地，转播价格也是年年水涨船高。据报道，作为美国地区唯一转播商，美国全国广播公司(NBC)为此次转播权付出了高达11.8亿美元，其此前还以43.8亿美元的价格获得2014-2020年夏季及冬季奥运会在美国的电视转播权。

Broadcast by the Olympic Games has been the world each big media as a battleground nowadays，Broadcast every year the price also is rising。According to the report，In the United States as the only broadcaster，The United States national broadcasting company(NBC)For the broadcast rights paid as much as $1.18 billion，Its the $4.38 billion price of a 2014-2020 summer and winter Olympic Games of the television rights in the United States。

　　根据规定，国际奥委会会将收入的90%分给奥运举办国奥组委、国际单项体育联合会及各国奥委会，自己保留10%。

According to the regulation，The international Olympic committee will hold 90% of revenue to the Olympic organizing committee for departure、International sports federations and international Olympic committee (ioc)，Keep own 10%。

　　国际奥委会主席罗格7月24日表示，当前这个奥运周期（包括2010年温哥华冬奥会和2012年伦敦夏奥会）的电视转播权已为国际奥委会赢得39.1亿美元收入。下个奥运周期（2014年索契冬奥会和2016年里约热内卢夏奥会）的电视转播权收入“很可能超过40亿美元”。

International Olympic committee President Jacques rogge July 24 said，The current Olympic cycle（Including vancouver in 2010 and London 2012 summer Olympic）TV rights to the international Olympic committee has won $3.91 billion in revenue。The next Olympic Games cycle（2014 winter Olympics in 2016 and sochi, Rio DE janeiro summer Olympic）TV rights income“Probably more than $4 billion”。

　　除了赞助和电视转播，奥运门票销售也是收入的重要组成部分。伦敦奥组委乐观预计，今年奥运会门票销售收入将达6亿英镑。

In addition to sponsor and on TV，Olympic ticket sales is also an important part of the income。The London organizing committee is expected to optimism，This year's Olympic Games ticket sales income of 600 million pounds。

精打细算花费“抠门” Economical cost“Dig a door”

　　很多环节中，都体现了英国人“抠门”的精神，在34个比赛场馆中，只新建了14座场馆，其中有8座是临时性的。

Many in the link，Reflect the British“Dig a door”spirit，In 34 games inside，Only the new 14 NBA venues，There are eight is temporary。

　　由于欧债危机持续发酵，伦敦奥运会从一开始就面临资金不足问题。伦敦奥运组委会秉承“少花钱，办大事”的原则，想尽一切办法精打细算，争取在此前93亿英镑预算的基础上不多花一分钱。

As the debt crisis continued fermentation，London Olympic Games from the beginning faces capital shortage problem。The London games organizing committee receives“Less money，Do great things”principle，To do everything possible tightening budgets，For the previous 9.3 billion pounds on the basis of the budget not spend a penny。

　　花费主要包括前期准备及基础设施建设、兴建奥运场馆和奥运村、交通及安保的费用。根据伦敦奥组委7月12日公布的2011-2012年年报，截至2012年3月，在93亿英镑预算中，负责基础设施建设的伦敦奥运交付管理局（ODA）占了67.61亿英镑；其他包括伦敦奥组委、大伦敦市政府、伦敦发展促进署，以及警察、军队及其他机构共计可支配花费25.37亿英镑。

Spend mainly includes preparation and infrastructure construction、Build Olympic venues and the Olympic village、The cost of transportation and security。According to the London organizing committee released on July 12, 2011-2012 annual report，By March 2012，In 9.3 billion pounds in the budget，Responsible for the construction of infrastructure, the London Olympic delivery authority（ODA）Accounts for 6.761 billion pounds；Other including the London organising committee、Greater London city government、The London development agency promoting，And police、The army and other institutions in disposable 2.537 billion pounds。

　　在本届奥运会很多环节中，都体现了英国人“抠门”的精神。在场馆建设方面，伦敦秉承“能省则省”的原则，奥林匹克公园建设过程中对挖出的200万吨土壤的去污和利用，为整个建设工程节约了6800万英镑，还免去了缴纳“垃圾填埋税”；在34个比赛场馆中，只新建了14座场馆，其中有8座是临时性的，奥运会、残奥会结束后它们将被拆除。

In the games a lot of link，Reflect the British“Dig a door”spirit。In the construction of the stadiums，London adhering to the“Can save the province”principle，The Olympic park construction process to dig out of 2 million tons of soil decontamination and use，For the whole construction project save 68 million pounds，Also to avoid the pay“Waste landfill tax”；In 34 games inside，Only the new 14 NBA venues，There are eight is temporary，The Olympic Games、After the paralympic games will be demolished them。

　　本届奥运会的主会场俗称“伦敦碗”的伦敦奥林匹克体育场中的8万个座位里有5.5万个是临时座位。伦敦奥组委表示，他们建设奥运场馆的目标就是“不要白象”(英国谚语，指大而无用的器物)。

The known as the centre of the Olympic Games“London bowl”The London Olympic stadium in 80000 of the seats in the 55000 seat is temporary。The London organizing committee said，They construction is the goal of the Olympic venues“Don't white elephant”(English proverb，"The large and useless artifacts)。

　　此外，由于目前金、银价格均处历史高位，英国人不得不减少奖牌中金、银的比例。因此，虽然本届奥运会奖牌无论重量还是直径都“完胜”北京奥运，但奖牌真正的“含金量”却刚刚达到国际奥委会的最低标准。

In addition，Because the present gold、Silver prices are historic highs，The British have to reduce cicc MEDALS、The proportion of silver。so，Although the Olympic MEDALS whether weight diameter were still“Victory over”Beijing Olympic，But the real MEDALS“value”But just to the international Olympic committee (ioc) minimum standards。

　　根据报道，伦敦奥运金牌的黄金含量仅1.34%，重约6克；白银占比高达92.5%，余下的6.16%为铜。金牌实际价值500美元。而银牌价值为260美元，铜牌则只值3美元。

According to the report，London Olympic gold gold content of only 1.34%，Weighing about 6 grams；Silver accounted for more than 92.5%，The remaining 6.16% for copper。The actual value $500 gold medal。And silver value of $260，The bronze medal is only worth $3。

“强心针”作用不如预期 “huge”Role than expected

　　“奥运将吸引450万名游客，带来23亿英镑的额外收益”的目标难以实现，奥运红利预计将在第四季度逐渐消失。

“Olympic Games will attract 4.5 million visitors，Bring 2.3 billion pounds of extra income”To realize the goal，The Olympic bonus is expected to be in the fourth quarter, gradually disappear。

　　2012年以来，受全球经济增长乏力、欧债危机不断发酵的影响，英国经济也持续低迷。

Since 2012，Global economic growth weakness、The debt crisis continuously the influence of fermentation，The UK economy also continues to slump。

　　7月25日，英国国家统计局公布的初步数据显示，二季度英国国内生产总值（GDP）同比下滑0.8%，环比下滑0.7%，创下自2009年第一季度以来的最大降幅。这已经是英国连续三个季度GDP出现萎缩。一般认为，连续两个季度的经济萎缩即意味着一国经济进入技术性衰退。这也表明，自2008年金融危机以来，英国经济再次陷入衰退。

July 25,，The British national bureau of preliminary data showed，British GDP in the second quarter（GDP）Decline 0.8% year-on-year，Annulus comparing declined 0.7%，In the first quarter of 2009 from the biggest drop since。This has been three consecutive quarter UK GDP appear to atrophy。Generally think，Two consecutive quarters of economic means that one country economy to shrink technical recession。It also shows that，Since the 2008 years since the financial crisis，The UK economy into recession again。

　　与此同时，2010年5月上台的卡梅伦政府为防范债务危机蔓延至英国，开始推行财政紧缩政策，计划在2015年前每年削减政府总预算400亿英镑。但该政策在缓解债务压力的同时，严重制约了经济增长。

At the same time，In May 2010, Mr Cameron to guard against government came to power a debt crisis spread to England，Began to run fiscal tightening，2015 years ago in a year plan the general budget cuts to government 40 billion pounds。But this policy in debt relief pressure at the same time，Seriously restricted the economic growth。

　　评级机构穆迪警告称，持续疲软可能降低经济增长，这将使英国政府更难实现其削减赤字的目标，评级面临下调压力。

Moody's, a rating agency warned，Continuing weakness may reduce the economic growth，This will make the government more difficult to achieve its goal of cut the deficit，Facing downward pressure rating。

　　在这种情况下，奥运会的到来似乎为英国提供了一线生机，英国政府也视奥运会为经济的一剂“强心针”，希望借助“奥运效应”来吸引游客、扩大投资、提振就业。英国首相卡梅伦曾表示，伦敦奥运会将会在未来四年为英国带来130亿英镑的收益。

In this case，Of the arrival of the Olympic Games for England seems to provide a line vitality，The British government also depending on the Olympic Games for the economic agent“huge”，Hope that through“Olympic effect”To attract tourists、Expand investment、To boost employment。British prime minister Cameron has said，London Olympics for Britain in the next four years to bring 13 billion pounds benefits。

　　高盛预计，游客增加将带动英国消费，加上伦敦奥运会组织者的大笔投资，将使英国第三季度GDP环比正增长0.4%，结束连续三个月的“二次探底”。但随着短期消费的结束，奥运会的红利预计将在第四季度逐渐消失。

Goldman sachs is expected to，Visitors will drive the British consumption，Plus London Olympic organizers of a large investment，Britain will make the third quarter GDP growth by 0.4% month-on-month is，Over three consecutive months of“The second agent”。But as the end of the spending in the short term，The Olympic Games of the bonus is expected to be in the fourth quarter, gradually disappear。

　　随着奥运会的召开，实际情况印证了高盛的担忧。

With the Olympics，Actual situation proved Goldman sachs concerns。

　　据《金融时报》报道，虽然此次奥运会吸引了多达10万名外国游客来到伦敦，人数高于伦敦以前举办过的奥运会。但与一般年份30万外国游客的水平相比，这一数字实际上很低。目前伦敦主要旅游景点访客量下降35%，酒店订房数“大幅下降”，奥运帆船赛场附近的旅游生意呈近50年内最糟。这跟此前英国政府描述的“奥运将吸引450万名游客，带来23亿英镑的额外收益”的美好愿景大相径庭。

According to《Financial times》report，Although the Olympic Games attracted up to 100000 foreign visitors to London，Than before the Olympic Games held in London。But general with the year 300000 foreign visitors than the level，The Numbers actually very low。Now London major tourist visitors decreased 35%，The hotel reservation number“plunged”，The Olympic sailing within the vicinity of the travel business is almost 50 years the worst。The British government had described with“Olympic Games will attract 4.5 million visitors，Bring 2.3 billion pounds of extra income”The good vision is completely different。

　　有分析认为，奥运会带来了经济急需的短期刺激，但这种一次性事件将不足以满足长期就业和经济增长的目标。

Have analyzed that，The Olympic Games bring economic need short-term stimulus，But the one-off events will not be enough to meet long-term employment and economic growth targets。

延伸 extensions

中国企业抢搭奥运顺风车 China enterprise rob take along the car

　　大规模“缺席”伦敦奥运赞助，争相与中国奥委会合作，“中国制造”崭露头角

large-scale“absent”The London Olympics sponsorship，With the Chinese Olympic committee to cooperation，“Made in China”up-and-coming

　　虽然和4年前相比，大多数中国企业从奥运官方赞助商的位置上“退”了下来，但这并不妨碍他们在本届奥运比赛中继续挖掘商机。一些企业成为中国奥委会的合作伙伴，更多的“中国制造”的标志则出现在奥运纪念品商店及各国队员所穿的队服上。

Although and compared with four years ago，Most Chinese enterprise from the Olympic official sponsor position“back”down，But it did not stop them in the Olympic team continue to mining business opportunities。Some enterprises become the Chinese Olympic partners，more“Made in China”Is the sign of the Olympic souvenir shop and appear in all wear the uniform players。

中国企业热情难比4年前 China enterprise enthusiasm difficult than four years ago

　　回顾2008年北京奥运会赞助商名单，本土品牌占据了绝对优势，无论是作为顶级赞助商的联想，还是中国银行、中国移动、海尔等，知名品牌几乎一网打尽。但今年，中国品牌几乎全线撤退，只有一家来自中国台湾的企业宏碁集团成为顶级赞助商，以及北京水晶石数字科技股份有限公司作为官方供应商。

Review the 2008 Beijing Olympic Games sponsor list，Local brand occupy the absolute advantage，Whether as a top sponsors association，Or the bank of China、China mobile、haier，Famous brand almost catch them all。But this year，Almost all Chinese brand retreat，Only a from Taiwan, China enterprise acer group become a top sponsors，And Beijing crystal digital technology Co., LTD as an official supplier。

　　据媒体报道，按照伦敦奥组委的要求，如果想拿到伦敦奥运会的商业合同或成为赞助商，外国公司必须在英国设有分公司，可以随时联络，及时处理遇到的问题。这对于许多中国公司来说，可能是赞助的一大障碍。

According to media reports，According to the requirements of the London organizing committee，If want to get London's Olympic commercial contract or as a sponsor，Foreign companies must in Britain have a branch，Can contact，The problems timely treatment。This for many Chinese company that，May is a big obstacle to sponsor。

　　《福布斯》杂志认为，2008年时中国经济正处于高速发展时期，企业掌握大量现金，所以特别舍得为奥运“砸钱”。但目前中国经济自身也面临增速放缓、企业利润下降的问题，在全球经济复苏乏力的情况下，投入巨资搞海外营销能否得到相应的回报，也是中国企业需要考虑的。此外，中国鲜有跨国企业也是此次大规模“缺席”的原因之一。

《Forbes》Magazine think，In 2008, China's economy is experiencing a high growth period，Enterprise master large amounts of cash，So special for the Olympics be willing to part with or use“Throw money”。But China's current economic itself is facing growth is slowing、Enterprise profit decline，In the global economic recovery weak，Expensive make overseas marketing can get the corresponding returns，Is also the Chinese enterprise need to consider。In addition，China's few multinationals is also the mass“absent”Is one of the reasons for。

转战中国奥委会 Armies of the Chinese Olympic committee

　　大量中国企业今年失去了在世界舞台上展示品牌的机会，但也有不少企业把目光转向中国奥委会。

Large amount of Chinese enterprises this year lost on the world stage in the opportunity to show brand，But there are also many enterprise turned to look Chinese Olympic committee。

　　根据中国奥委会官方网站显示，其合作企业分为三级，分别是合作伙伴、赞助商和供应商，共12家。其中除三家企业外，全部是中国品牌。

According to the Chinese Olympic committee official website display，The cooperative enterprise is divided into three levels，Were partners、Sponsors and suppliers，A total of 12 home。Among them except three companies outside，Are all the Chinese brand。

　　中国奥委会表示，2009-2012年的中国体育代表团将出征11项重大赛事，中国奥委会将围绕中国体育代表团为合作企业提供营销机会。虽然赞助金额不得而知，但此前媒体报道，安踏在2009年以6亿元人民币的天价，成为中国奥委会2009-2012年的战略合作伙伴，为领奖礼服赞助；另一服装品牌李宁则抢下中国奥运代表团中体操、跳水、乒乓球、射击、羽毛球等五支梦幻之队的赞助权。

Chinese Olympic committee said，2009-2012 years of Chinese sports delegation will deploy to 11 major competitions，Chinese Olympic committee will focus on Chinese sports delegation for cooperation enterprise provide marketing opportunities。Although sponsorship amount unknown，But after media reports，Anta in 2009 to 600 million yuan day price，Become the Chinese Olympic committee 2009-2012 years of strategic cooperation partners，The dress for sponsorship；Another clothing brand LiNingZe grabbed Chinese Olympic delegation in gymnastics、diving、Table tennis、shooting、Badminton five teams of the right to dream of team sponsor。

　　此外，还有的企业选择“两条腿走路”，比如伊利在成为中国奥委会合作伙伴的同时，还在伦敦的公交车上打广告，成为点缀奥运的“中国元素”。

In addition，And enterprise choice“Walk on two legs”，For example in the Chinese Olympic committee Erie become a partner at the same time，Also in London on the bus ads，Become the ornament of the Olympic Games“The Chinese elements”。

“中国制造”伦敦抢镜 “Made in China”London rob mirror

　　在此次奥运会上，除了中国的奥运健儿们大出风头，“中国制造”也占有一席之地。

In the Olympic Games，Besides Chinese Olympic athletes are cut a dash，“Made in China”Also has a place。

　　据国外媒体报道，此次伦敦奥运会纪念品中，只有9%是英国本土制造，其中大部分是硬币和邮票；近三分之二的纪念品由中国进口，这些商品大到玩具车，小到徽章、手环，预计将会带来10亿英镑的销售额、8600万英镑的利润。

According to foreign media reports，The London Olympic souvenirs，Only 9% is the local manufacturing，Most of that was the COINS and stamps；Nearly two-thirds of China's imports by souvenir，These goods to toy car，Small to badges、Hand ring，Is expected to bring 1 billion pounds of the sales、86 million pounds of profits。

　　开幕式当天，“伦敦碗”上空绽放的绚丽烟花全部来自中国，其中四分之三来自花炮之乡湖南浏阳；一些比赛的器械和装备也是由中国制造商提供。

Opening day，“London bowl”The beautiful fireworks bloomed over all from China，With three-quarters of the township of hunan liuyang from firecrackers；Some of the instrument and equipment game is from Chinese manufacturers to provide。

　　此外，许多国家运动员的服装也都是“中国制造”。美国队队服是由为国外著名品牌贴牌加工的大杨集团制造，东道主英国队的入场服以及伦敦奥组委的官员、裁判员服装，由山东烟台的一家服装生产商生产。

In addition，Many national athletes also is the dress“Made in China”。The United States is uniform for foreign famous brand by tiepai processing big Yang group manufacturing，The host of the British team take and the London organizing committee officials、Referees clothing，By shandong yantai's a clothing manufacturer production。

　　除了传统的贴牌厂家外，今年中国本土服装品牌在奥运赛场上大放异彩，如匹克与新西兰、斯洛文尼亚等7支奥运代表团签约；361°赞助了朝鲜、白俄罗斯等；鸿星尔克、乔丹体育等也各有斩获。借助此次奥运会，中国制造的服装品牌“走出去”的步伐已经迈开。

In addition to the traditional OEM factory outside，This year China native clothing brand in the Olympics in China，Such as horse g and New Zealand、7 a Olympic delegation Slovenia contract；361 ° sponsored a north Korea、belarus；The star's g、Jordan sports and other also have each gained ground。With the Olympic Games，China's manufacturing clothing brand“Go out”The pace has gathered。

数据 data

475亿美元 奥运品牌价值超谷歌 $47.5 billion Olympic brand value super Google

　　英国品牌顾问公司Brand Finance近日发布报告称，奥运会的品牌价值如今已高达475亿美元，仅次价值706亿美元的苹果公司，位居全球第二，力克互联网巨头谷歌。

British Brand consultant company Brand Finance) recently released report said，The Olympic Games the value of the brand now has as much as $47.5 billion，Second only $70.6 billion worth of apple，Second in the world，Internet giant Google's。

　　Brand Finance表示，由于奥运会为赞助商带来的巨大商机，以及为主办国提供的不断增长的附加值，目前其品牌价值已比2008年北京奥运时涨了87%。该机构提供的数据显示，4年间奥运会的收入增长了38%，达51亿美元；其中转播权分销收入增长51%，达到39亿美元。

Brand Finance says，Because of the Olympic Games as sponsor with the great business opportunities，For the host country and provide the added value of the growing，At present the brand value has more than 2008 Beijing Olympics rising 87%。The agency to provide the data show，Four years of Olympic Games revenue grew 38%，Up to $5.1 billion；Broadcast of distribution income to grow 51%，To us $3.9 billion。

1.77亿元 日均电视广告超上届 $177 million average daily television advertising super at the last

　　根据昌荣传播市场与媒体研究中心公布的统计数据，截至2012年8月4日，即奥运会开幕9天后，企业在中央电视台各频道广告投放的总费用为15.97亿元，日均投放费用为1.77亿元（监测到的刊例价格）。

According to the market and the media and chang spread research center statistics released by the data，By on August 4, 2012，Nine days after that Olympic Games open，Enterprise in each channel CCTV advertising the total cost is 1.597 billion yuan，Average daily on the cost is 177 million yuan（Monitoring the KanLi to price）。

　　数据显示，在2008年北京奥运会期间，央视共吸纳19.23亿元的企业广告，日均广告投放额为1.2亿元。从前9天的情况来看，本届奥运会央视日均吸纳的广告金额较北京奥运会增加47.5%。

Data shows，In during the 2008 Olympic Games in Beijing，CCTV of 1.923 billion yuan of enterprise absorbing advertising，Average daily advertising TouFangE for $120 million。Once upon a time 9 days of the situation，The games on the CCTV advertising absorbing amount is the Beijing Olympic Games increases by 47.5%。