【正文】 ess to show for their efforts. The games in Athens costing approximately $14 billion went so far in the red that the bills are still being paid, amounting to the equivalent of $70,000 per household, according to an estimate by . newspaper The Independent. It took Montreal39。s residents until 2020 to pay off the $1 billion their 1976 Olympics cost. For the hosts? countries, the value may be more positive, given that PR is managed well. Anholt says tourism in Australia jumped after the 2020 summer games in Sydney, in part because of a postevent publicity campaign touting the games39。 on trade in the data is not associated with hosting the games but rather with bidding for them。 觀察家 們還指出，考慮到在這場(chǎng)全球性經(jīng)濟(jì)衰退在去年晚些時(shí)候造成更大的影響之前，針對(duì)這次奧運(yùn)會(huì)的公共開(kāi)支和個(gè)人消費(fèi)合起來(lái)，可能扮演了刺激經(jīng)濟(jì)發(fā)展的早期角色，所以，對(duì)組織者來(lái)說(shuō)， 2020 年奧運(yùn)會(huì)的舉辦時(shí)機(jī)是個(gè)吉兆。可是，做這些工作，政府并不需要什么借口?！蔽挥诩永Ｄ醽喼菘巳R蒙特（ Claremont）的克萊蒙特麥肯納學(xué)院（ Claremont McKenna College）政治學(xué)教授裴敏欣（ Minxin Pei）談到。 有關(guān)奧運(yùn)會(huì)贊助商投資回報(bào)的觀點(diǎn)同樣存在很大分歧。泰勒（ Sam Taylor）認(rèn)為，對(duì)贊助商來(lái)說(shuō)，有些麻煩在于企業(yè)以某種特定方式承擔(dān)社會(huì)責(zé)任所帶來(lái)的結(jié)果?！奔t棉制作的特里談到。盡管這次奧運(yùn)會(huì)留下的遺產(chǎn)包括全新的地鐵線 9 路、一個(gè)反映了現(xiàn)代水平的全新體育場(chǎng)以及一個(gè)游泳跳水中心，不過(guò)，截止到目前，在這座有 91， 000 個(gè)座位的體育場(chǎng)中，只舉辦過(guò)一次大型活動(dòng) —— 一場(chǎng)歌劇演出，坊間傳言，這個(gè)體育場(chǎng)最終將被改造成 一個(gè)購(gòu)物中心?！澳鞘亲蕴芈逡粒?Troy）大劫之后的最佳公共關(guān)系契機(jī)。在對(duì) 196 個(gè)國(guó)家從 1950 年到 2020 年的經(jīng)濟(jì)表現(xiàn)進(jìn)行研究以后，他們發(fā)現(xiàn)，奧運(yùn)會(huì)前主辦國(guó)的出口比非主辦國(guó)的出 口平均高出 30%，他們從中發(fā)現(xiàn)，這種相關(guān)性“從統(tǒng)計(jì)學(xué)上看很穩(wěn)定、持久，而且關(guān)聯(lián)性很強(qiáng)。經(jīng)濟(jì)學(xué)家們認(rèn)為，之所以有這種效應(yīng)，部分原因在于冬季奧運(yùn)會(huì)的支出和電視收視率都相對(duì)較小，此外，冬季奧運(yùn)會(huì)都是由相對(duì)較小的城市主辦的，比如，紐約的普萊西德湖（ Lake Placid）（ 1932 年第三屆、 1980 年第十三屆冬奧會(huì)舉辦城市 ——譯者注）以及法國(guó)的阿爾貝維爾（ Albertville）（ 1992 年第十六屆冬奧會(huì)舉辦城市 —— 譯者注）?？墒?，那些申辦失敗的城市又怎么樣呢？羅斯和斯皮戈?duì)栒J(rèn)為，對(duì)芝加哥、東京以及其他未能成功贏得主辦奧運(yùn)會(huì)機(jī)會(huì)的城市來(lái)說(shuō)，單單是提出主辦申請(qǐng)本身，對(duì)貿(mào)易所產(chǎn)生的積極作用就與主辦奧運(yùn)會(huì)的作用彼此相當(dāng)，而花費(fèi)則要少得多?！彼麄?cè)?2020 年 4 月一篇名為《奧運(yùn)會(huì)效應(yīng)》（ The Olympic Effect）的論文中寫(xiě)道?！翱晌胰ビ^看奧運(yùn)會(huì)時(shí)，雅典向我傳遞的唯一信息就是：我們買得起很多煙火，我們對(duì)自己的遺產(chǎn)充滿自豪，我們把奧運(yùn)會(huì)組織得超乎你的想象。雅典奧運(yùn)會(huì)花費(fèi)了大致 140 億美元，截止到目前，這些債務(wù)依然沒(méi)有還清，據(jù)英國(guó)的《獨(dú)立報(bào)》（ The Independent）估計(jì)，其債務(wù)總額已經(jīng)累加到了相當(dāng)于每個(gè)家庭負(fù)債 7 萬(wàn)美元的水平。我覺(jué)得其他公司也一樣。”她談到?！崩仔∩竭€談到，很多贊助商對(duì)投資 8 于本屆奧運(yùn)會(huì)的回報(bào)并不滿意。這些都是好消息。 瑞銀集團(tuán)（ UBS）亞太區(qū)首席經(jīng)濟(jì)師喬納森”紅棉制作（ Cotton Tree Productions） —— 一家設(shè)在香港、為東亞提供商業(yè)和公共事務(wù)咨詢顧問(wèn)服務(wù)的機(jī)構(gòu) —— 的董事總經(jīng)理伊迪絲?特 里（ Edith Terry）談到。但是，主辦城市真的像許多民眾和企業(yè)認(rèn)為的那樣，能從舉辦 夏季奧運(yùn)會(huì)上獲益良多嗎？奧運(yùn)會(huì)的投資回報(bào)真地能高到足以將數(shù)個(gè)月甚至數(shù)年準(zhǔn)備的投入收回的程度嗎？另外，北京能為里約熱內(nèi)盧和將來(lái)舉辦奧運(yùn)會(huì)的其他城市提供什么樣的經(jīng)驗(yàn)和教訓(xùn)呢？ 這些問(wèn)題并沒(méi)有簡(jiǎn)單的答案。s a Greece, he notes. Greece failed to capitalize on the twin successes of the Athens 2020 games and its hosting of and victory in the European football championship that same year, “its greatest PR opportunity since the sack of Troy,” he says. The only messages Athens gave me when I watched the games were: We can afford a lot of fireworks。s capital city and all the stakeholders involved benefitted greatly from the games. Yet the feelgood factors are hard to ignore. For one thing, the Olympics seem to have been useful for China from a marketing perspective, in terms of rallying people within the country and raising global awareness about “Brand China.” Simon Anholt, a governmentreputation adviser who produces the 50country AnholtGfK Roper Nation Brands Index, a global public opinion poll on country reputations, says early results from his latest research suggests that after several years of decline, China?s index ranking has begun to improve following its Olympics experience. Observers also note that the timing of the 2020 event augured well for the organizers, saying the bination of public and private spending for the games may have acted as an early stimulus program before the global economic downturn began making a deeper impact later that year. “The global financial crisis overshadowed the Olympics, but from