| The three themes of the Beijing 2008 Olympic Games are "People' s Olympics,Green Olympics and High-tech Olympics" It has become the hot topic in the academia how to realize the abstract People' s Olympics with practical and feasible actions.This dissertation chooses Olympic spectators,the largest participants in Games,as the breakthrough point to construct the framework of Olympic spectator' s service marketing strategy with the theory of Service Marketing and Customer Behavior,based on the analysis and debriefing of both the Olympic spectators' requirements and spectator service practice.Based on such a framework,the practice of spectator services in previous Games,Sydney and Athens in particular,is analyzed and gives some inspirations to future Games.Furthermore,a survey in the form of Focus Group has been conducted to study the requirements of spectator service in Beijing Olympic Games.With the support of the survey, challenges faced by the Beijing Olympic spectator' s service marketing are analyzed and then the corresponding strategies are developed.Finally such strategies are tested during the first test event held in Beijing for the 2008Olympic Games.Referring to the experience and service standard of Olympic Spectators,a questionnaire is designed to study spectators' evaluation for the service in test event,aiming to provide strong evidence for testing effect.The conclusions are as follows:1.The framework of Olympic spectator' s service marketing strategy includes six aspects:ticketing,service process in venues,public information,staff management,look and image,city service.Among them the aspect of service process in the venue plays a key role in satisfying spectators.2.The practice of previous Olympic spectator service provides experience on each aspect of the framework of Olympic spectator' s service marketing strategy.Furthermore the inspirations including nine points are mentioned for the Beijing Olympic Spectators ' service marketing strategy.3.Beijing Olympic spectators whose main motivation for watching the Games on the spot involves three aspects,can be defined in five categories and enjoy four characters.The atmosphere in the venue preferred by the Beijing Olympic spectators can be divided in four levels. The worries for watching the Beijing Olympic Games mainly focus on five aspects.The above characters and requirements of the Beijing Olympic spectators provide solid basis for developing the Beijing Olympic Spectator' s service marketing strategy.4 The successful practice in the test event proves the rationality and feasibility of the framework of Olympic spectators' service marketing strategy.The comments for further improvements are as follows:The Olympic public information should be easy to understand,consistently accurate,spectator-oriented,integrated and come to the spectators in advance.The look and image in both venue and city should be consistent in order to create the Olympic atmosphere in unity.It is necessary to enforce smooth communication among different functional areas of the team under the premise of specific work division. Efficient spectator service with high quality,guaranteed by complete and superb facilities,could meet the spectators' requirements on the one hand and save the labor cost in Games time on the other hand.Hence, construction designers should draw great attention on the facility and infrastructures required by spectator service in the venue or surrounding areas as early as possible,and take it into the designing and construction planning.6 The education and polite manner for spectators should be focused on in order to show the spirit of new Beijing. Based on the above conclusions,the dissertation proposes further suggestions for the effective implementation of spectators' service marketing strategy of Beijing Olympic Games from five aspects,including customer orientation,a professional team,clear responsibility definition,detail management and the campaign to improve citizens' manners and raise their civic spirit.
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