Abstract This paper examines the Beijing 2008 Olympics within the context of product strategy (marketing and branding). The paper provides recommendations in order to ensure high service quality at the 2008 Games through an examination of the Olympics consumer and his or her expectations. It also looks at key tools in customer service in order to analyze their product strategy.
Table of Contents:
What is a Product Strategy?
Branding as Part of the Product Strategy
Beijing 2008 - The Objective
Beijing 2008 - The Product
The Security Component of the Beijing 2008 Product
Beijing 2008 - The Product Life Cycle
A Different Perspective - the Beijing 2008 PLC
Beijing 2008 - The Brand
What does a Successful Brand do?
Creating the Beijing 2008 Brand
Brand Equity
Brand Contacts
Adding the Beijing Touch to the Olympic Games
Leveraging Secondary Associations
Attracting Sponsors
Beijing 2008 Sponsorship Program: Rights and Benefits
Conclusion
Service Quality as it Impacts the Consumers' Experience
The Characteristics of a Service
The Concept of Service Quality
Expected Service at the Olympics
Service Design Standards
Who is the consumer?
Understanding Consumer Expectations
Selection of Partner Companies
Criteria for the Selection of Sponsors, Partners and Suppliers
The Human Element of a Service
Achieving Service Quality
Use of Tangibles
Enhancing the Service Encounters at Beijing 2008 through Tangibles
Conclusion
Appendices
From the Paper "The consumer experience commences from the point of decision, i.e. the moment someone makes a choice to attend Beijing 2008."
"As such, the determinants of service quality - reliability, responsiveness, assurance, empathy and tangibles - have to be applied to the entire process of attending the Olympics."
"This process would include the purchase of airline tickets, the actual flight to Beijing, ground transfers, hotel accommodation, bank, insurance and communication services, purchase of game tickets and entertainment and cultural experiences."
Abstract This paper looks into the parallels between actor training in the Peking and Beijing Opera and the training for Chinese martial arts. The paper consults historical and present day material in an attempt to make meaning of the training requirements for these two different, yet very closely related, artistic expressions of form, method, technique, and performance. The paper discovers that much more is involved than simply repetitious physical training and indeed that without the alignment of mind and body, the performer simply will not and cannot realize true mastery or excellence of performance.
Outline:
Abstract
Objective
Introduction
Elements of the Beijing Opera
The Importance of Symbolism in the Beijing Opera
The Music of the Beijing Opera
Spoken Dialogue of the Beijing Opera
Use of Color in the Beijing Opera is Symbolic
I. The Beijing/Peking Opera and Training Requirements and Regimen Examined
II. David Wright - Experiential View of Training Requirements for Beijing Opera
III. Chinese Martial Arts Training Examined
Different Classification of Wushu
Ten Fundamental Skills in Chinese Martial Arts
Mental Skills Practice
IV. Examination of Similarities in Martial Arts and Beijing Opera Training
Characteristics of the Beijing Opera - Excess, More is More
V. Findings of this Study of the Similarities Shared by Chinese Martial Arts and Opera Training and Performing Skills
Summary and Conclusion
From the Paper "Physical training for these performers is "structured around repetition" (Wright, 2000) and "over the course of the workshop a range of key movement patterns were developed and refined in this way." According to Wright: "The movements would be demonstrated, the actors would copy movements and then repeat them..." over and over, and then over again. Wright relates that "Further movements and combinations of movements and developments upon movements would then be introduced. Repetition was used, not simply to get the movement right, the repetition of physical action is regarded in the Peking/Beijing Opera, according to Sussman, as a way of absorbing information. She states that there is a deliberate attempt, in this training, not to engage the actor in thought. The actor needs only to 'learn' the action in order to repeat it. Hence, the principal form of learning is the learning of the body. The body learns, then contains the information that comprises the style and the role and therefore the performance. It is the body that enters most fully into the research. And as the body learns, the body changes as a result of that learning. " (Wright 2000)"
Tags: repetitious, practice, sound, expression, rhythm, gesture, movement, body
Abstract This paper emphasizes that the style of China's national theater called the Beijing opera is importance to its culture. The author points out that the use of male actors to portray female characters and females portraying male actors are truly ancient in China, although the practice did not become primarily exclusive until the early 19th century. The paper relates that, although Beijing opera has been heavily influenced by royal prerogative in the past and the desires of the Chinese people more recently, the reverse gender playing the role in traditional Chinese drama has no restriction on the sex and age of its performers.
Table of Contents:
Introduction
Review and Discussion
Background and Overview.
Historic Influences on the Use of Male Actors for Female Roles in Beijing Opera
Contemporary Influences on the Use of Male Actors for Female Roles in Beijing Opera
Conclusion
From the Paper "Likewise, the distinctive Beijing opera walking styles of the dan (female roles) and sheng are clearly recognizable in other traditional forms, just as are the stylized hand and eye movements of the huadan. Although some localized forms of theater have not include certain role types (the jing being the role type most frequently excluded), the walk, posture, and gestures techniques used for every other role type traditionally included in each form and can be recognized by modern Chinese audiences without fail as belonging to that role type throughout the various forms of traditional Chinese theater."
Tags: dan, national, jingpai, conventionalized, actors
Abstract Compared to other historic capital cities (such as Rome, Paris or Istanbul) - whose existence is more the result of a natural evolution with the increase of population, economic wealth and political power - the unique characteristic of Beijing is that it is a "planned entity," reflecting Chinese philosophy and cosmology which ran through its 3000 years urban history. This paper examines the latest conservation plan of the Beijing municipal government (Plan 1991-2010), especially concerning the renewal and preservation of courtyard houses and hutongs.
Paper Outline:
Introduction
Main Features in the Design
Plans of Construction (or Destruction?) Planning Since 1949
The Courtyard Houses and Hutong - the Folk Culture of Beijing Values for Preservation
Restraints in Preservation
The Invisible City
Ju'er Hutong Project
References
From the Paper "The urban planning in China is rarely transparent to the public. In Beijing's case, with the residential area, public participation is one essential part in better designing for the renewal. To involve all the people who care about the place, who in fact are the place, guarantees a better understanding of what to preserve at all. Local Beijingers, having been living in the cultural political center of the nation, are informally active in public affairs. The old tea houses were always buzzing with discussions on current events, and today the alternative community managers (respected senior citizens) using simple tools (visiting each family, holding small meetings, notice boards spreading news in the Hutongs) can collect ideas easily."
Abstract This paper comparatively examines the urban forms of Toronto and those of Beijing in the People's Republic of China. The paper particularly emphasizes the environmental problem of air pollution in both cities. The paper argues that the primary source of Beijing's air pollution today is the city's antiquated dependency upon coal as the fuel of choice for both personal use as well as for the vast industries situated near the city. The paper then shows how the solutions developed for the air pollution problem in Toronto could be applied to Beijing.
From the Paper "One study of Beijing residents' views on this issue yielded surprising results. It was found that the citizens of Beijing proper (i.e., the core of the city, and its more built-up areas) were willing to pay a proposed tax for a reduction in the air pollution of Beijing. Interestingly enough, however, the case was very different in the suburban areas of the city, where residents were not as willing to pay for better air quality. It should be noted that there was a socio-economic difference between these two groups, with the urban dwellers being of a higher class and economic status. (Wang et al 196)."
Abstract This paper will further develop Beijing both as a city on its own, and in the light of its reflection of life in China as a whole. In the final analysis, it will be clear that as China's political and cultural center, Beijing is very influential politically, economically and socially. Subheadings in this paper include: geographic positioning, population and ethnic composition, political organs and economic strength, the serious political issues, restrictions on freedom of expression and association.
Abstract Beijing won the right to host the 2008 Summer Olympics on Friday, consigning Toronto to bridesmaid status for a second time. By awarding the 2008 Games to Beijing, the IOC sent a resounding message to the rest of the world: The Olympics should be about opening doors, not closing them. The International Olympic Committee put aside human rights concerns in making their historic decision, hoping to foster further change in the world's most populous country.
This paper compares the urban pollution problems of Toronto and Beijing by evaluating the consequences of different environmental forms and how each city is addressing this pollution.
Abstract This paper explains that Beijing is very much a heavy industrial city dominated by fuel and material processing facilities with a high population density although signs of western-style suburbanization are appearing. The author points out that Toronto, which is cleaner and less dependent upon massive industrial works, is well-known for carefully weighing the implications of various urban design proposals upon local communities and has a less dense population; however, this city has the problem of more local vehicles causing far too much greenhouse emission. The paper stresses that China is not doing its part to combat global warming. The paper concludes that Beijing's infrastructure pales alongside Toronto's because its mass as a global "mega-city" makes it difficult for city planners to construct a city capable of comfortably accommodating its population.
From the Paper "At this juncture, it is appropriate to look more closely at Toronto in terms of its urban build form and in terms of commonplace life-style activities in the city that have some environmental impact. Unsurprisingly, the habitation density in the outer part of the city is much lesser than it is within the interior. The buildings are more widely-spaced and more diminutive in height; there are also many plazas and these plazas tend to have small retail stores within their embrace that accommodate almost all of the needs of a local inhabitant. Finally, there is plenty of "green space" in this area."
Tags: suburbanization, greenhouse gas, vehicles industry mega-city
Abstract This paper examines the economic impacts of the Beijing Olympics (2008). It considers the direct economic benefits and government infrastructure investments. It also considers its impact on tourism and China's integration into the global economy.
Abstract The history of hukou and the evolution of peasant enclaves in the city of Beijing suggest that spatial segregation can be both an economic pressure and a social choice of a migrant worker. This and combination of globalization and high migration has resulted in emerging problems of socioeconomic and spatial segregation. This essay discusses the perspective of three articles on this issue.
From the Paper "The history of hukou and the evolution of peasant enclaves in the city of Beijing suggest that spatial segregation can be both an economic pressure and a social choice of a migrant worker. In the article, "Social Polarization and Segregation in Beijing," the authors Gu and Liu indicate that the city has developed two distinct classes that are both spatially and socially segregated (Gu, 211). Pointing to globalization and foreign investment as a reason for economic segregation, their approach is to explore the reasons for poverty and segregation of the migrant workers in that city in terms of similarities with Western countries (Gu, 204)."
Abstract This paper examines the character of the relationship between the central state in Beijing and the local governments in the Reform Era in China. In brief, this paper argues that the character of the relations between the central CCP and local government in China is marked by a tension between the Party leadership's wish to control and the move towards more localized control. All this within the contradictory situation of the growth of capitalism within a country that remains avowedly Communist.
From the Paper "This paper will examine the character of the relationship between the central state in Beijing and the local governments in the Reform Era in China. In brief, this paper will argue that the character of the relations between the central CCP and local government in China is marked by a tension between the Party leadership's wish to control, and the move towards more localized control - all within the contradictory situation of the growth of capitalism within a country that remains avowedly Communist. In addition, it will be argued that ..."
Abstract This paper considers the costs and benefits of hosting the Olympics, particularly as an effort to inform the efforts of Beijing in 2008. Through review of the literature, and case studies Seoul and Atlanta, the research shows that Beijing can benefit if they use the hosting to impact the national life of China (including standing in the world) and improve very specific parts of the economy.
Abstract This paper explores the issues of different cultures in business by reviewing the experience of the China Husbandry Group. This company, headquartered in Beijing, opened a subsidiary in the United States. Due to the funding structure of the parent company by the Chinese government, the subsidiary was instructed to run the operation in accordance with the rules established in Beijing. The paper reviews these cultural and business differences which include hiring policy, salary, work conditions and hours. The paper concludes that the solution of creating an entirely new company instead of a subsidiary enabled the manager to meet the challenge of the business model, but as a universal moral solution, it was questionable.
From the Paper "To be hired by the China Husbandry Group in China (with the exception of the laboring positions) the prospective executive had to undergo a thorough investigation (including background checks and ?attitude checks.?) No women were allowed to be hired as executives. No one who did not speak Mandarin was allowed to be hired. No one who expressed contrary political views was allowed to be hired. Needless to say, such policies were contrary to the equal employment laws in the United States (Chen, Chen and Meindl, 1998, 34). This fact was pointed out continuously by the American manager, who was a Beijing citizen who had attended Yale and Harvard."
Abstract This paper provides an analysis of George W. Bush's handling of crisis situations under his government (with special reference to American spy planes landing in China) and explores the reasons behind his actions. It investigates the people behind the President, such as his own father and Collin Powell, and contrasts his approach with that of Bill Clinton.
From the Paper "Heinan is China's second largest island, and its airstrip at Sanya is just minutes away from the tropical Dadonghai beach, a magnet for the international travelers that swarm to Heinan every year. In fact, the Chinese have spent considerable time and money on fashioning Heinan into a premiere tourist attraction. Therefore, the arrival on 1st April of a plane carrying twenty-four new comers to Sanya should not have attracted much media attention. However, these new arrivals were not backpackers, but a U.S. reconnaissance crew forced to emergency land at Sanya airport after allegedly being hit by a Chinese fighter plane. The following eleven days were spent in a flurry of White House activity in an attempt to get both the crew and the plane back on American soil."
Tags:beijing, conan, heinan, powell, government, politic
Abstract This paper examines the theory that the Korean conflict was purposely started by Joseph Stalin in order to drive the United States and China apart and to bring Mao Zedong and Communist China under Soviet influence. The author also discusses how the war's origins were primarily domestic, yet global superpowers provided quicker means to escalation.
From the paper:
"On December 16, 1949, Mao Zedong arrived in Moscow to begin discussions with Joseph Stalin. Mao hoped to acquire from the Soviets ships and aircraft to use in his planned invasion of Taiwan. Mao also wanted to renegotiate the treaty previously agreed to by Stalin and the Kuomintang government. Stalin, however, stonewalled Mao, refusing to relinquish the access to Manchuria that the treaty granted him. On December 19, realizing that Stalin was reading his messages, Mao cabled Zhou Enlai in Beijing, informing him that the Chinese Communists should soon attempt to open relations with the United States."
