CAJ | 학술논문

以北京奥运会为例，采用文献法、个案法和数理统计法并结合城市营销理论，对奥运城市营销问题进行了深入的实证研究，目的在于验证奥运城市营销的具体效果。研究结果表明：通过北京奥运会的举办，北京在投资和人才两个方面都有了显著的提高，分别从申办前的9．26％和3．88％的年均增长率提高到申办后的19．93％和28．75％。然而，在旅游方面未见明显的增长，旅游年均收入增长率仅从申办前的12．28％改变为申办后的13．25％。据此，文章提出若干建议以供未来的奥运城市借鉴和参考。
이북경오운회위례，채용문헌법、개안법화수리통계법병결합성시영소이론，대오운성시영소문제진행료심입적실증연구，목적재우험증오운성시영소적구체효과。연구결과표명：통과북경오운회적거판，북경재투자화인재량개방면도유료현저적제고，분별종신판전적9．26％화3．88％적년균증장솔제고도신판후적19．93％화28．75％。연이，재여유방면미견명현적증장，여유년균수입증장솔부종신판전적12．28％개변위신판후적13．25％。거차，문장제출약간건의이공미래적오운성시차감화삼고。
Depending on literature, case study, mathematical statistics and city marketing theory, the paper takes the Beijing Olympic Games for example to conduct an empirical research on the marketing of the Olympic cities, the pur- pose which is to examine the specific effect of the Olympic city marketing. The research results indicate that by hosting the Olympic Games, Beijing has improved significantly in both investment and talents. However, obvious growth is not witnessed in tourism in Beijing, with an average annual revenue growth rate only c to 13.25% after the bid. Accordingly, this paper puts forward some suggestions for ies. hanging from 12.28% before the bid the future of the Olympic hosting cit-