Research On The Commercialized Operation Of Modern Olympic Games

Since the LA Olympic Games in 1984 was operated in a purely commercial mode, commercial operation has been regarded as an important as well as a controversial issue in Olympic sports which merits attention and discussion. The author of this paper makes a thorough, systematic research on the commercialized operation of Modern Olympic Games (MOG) in the analytical methods of documentary materials, mathematical statistics and comparative analysis, on the basis of which the author puts forward countermeasures and suggestions for the side-effects of the commercialization of Olympic Games in the hope of providing theoretical and practical reference for the healthy and coordinate development of the Olympics in the 21st century.The paper consists of 5 parts.The 1st part is the comprehension and definition of concerning concepts which serves as theoretical background for the paper. Based on previous researches, the part defines the concept of the commercialized operation of Olympic Games, differentiates commercially operated Olympic Games and purely commercial sports events.The 2nd part illustrates and analyzes the development process of the commercialized operation of MOG and reasons for doing so.The 3rd part mainly discusses major modes of expression of the commercialized operation of MOG. As the highest form of athletic sports, various forms of the commercialization of modern sports are well expressed in MOG, such as the sales of TV broadcasting right, Olympic special symbols, tickets andsouvenirs.The 4th part analyses both advantages and disadvantages and their effects of the commercialized operation of MOG.The 5th part is the countermeasures research on the control of and solution to the side effects of the commercialized operation of MOG. The part does not only analyses the necessity and feasibility of the commercialized operation of the Olympics and also proposes new reformatory countermeasures.