Danh sch thnh vin nhm:1) Phm Hng 71405482) L Anh Khoa 71405553) ng Thy Linh 71405624) H Nguyn Vit Ton 7140615 5) V Minh t 7140532

GROUP EXERCISE: THE LONDON 2012 OLYMPIC GAMES

1. Tm tt bi The London 2012 Olympic Games Th vn hi c t chc nm 4 nm mt ln. Xut x ca th vn hi c hnh thnh Antic Hy Lp. Olympic u tin ca thi hin i bt u Athens Hy Lp vo nm 1896. Ti 241 vn ng vin nam nghip d n t 14 quc gia cnh tranh trn 10 ngy trong 9 mn th thao. T t chc mi 4 nm 1 ln, ngoi tr th chin I v II, pht trin bao gm hn 10.000 nam v n vn ng vin n t hn 200 quc gia tranh ti trong 28 mn th thao v hn 17 ngy. Th vn hi c t chc ti London vo nm 2012 vi 26 mn th thao khc nhau ang c thc hin, chng hn nh v d boxing, bng , th thao, cho thuyn, bi li, mn phi hp... London l thnh ph u tin l ch nh ca Th vn hi Olympic ma h ln th ba. London l ch nh ca Th vn hi Olympic vo cc nm 1908 v 1948.London, th nc Anh, Vng quc Anh v Bc Ireland vi khong 7.6 triu dn, l thnh ph vi hu ht cc c dn trong EU, v l mt trong nhng trung tm vn ho, ti chnh, thng mi v quan trng ca th gii. Th vn hi Olympic s c t chc t 27 thng 7 n 12 thng 8 trong 2012. Bn cnh , th vn hi rt quan trng kch thch ngi tr vi th thao, tho lun v x hi, kinh t v ch sinh thi, cng nh tho lun v s pht trin ca ha bnh. Mt khc, n phc v cho s pht trin bn vng ca ngnh du lch v th trng lao ng. ng London Olympic Park ca n nm Lower Lea Valley vi th trn ch ca Stratford s l mt a im trung tm. Cng vin th ln nht v mi cho chu u, ko di vi khng gian hn 1.236 mu Anh, trong 729.550 mu c phn b cho xy dng khng gian. Sau khi cc tr chi, n s phc v nh tng thi gian v c s vui chi gii tr cho ngi dn v du khch. 36.500 cn h v 50.000 vic lm s c to ra thng qua cc chng trnh u t phi hp ca cc c quan khc nhau.Olympic c tp trung vo Stratford v Lower Lea Valley. 7000 vic lm v thu nhp b sung 525 triu bng s c to ra ng London.Th vn hi tr chi 2012 London khng ch th v t mt mn th thao v phng tin truyn thng quan im, nhng cng cho nn kinh t. Bng thng ca d n l ng k. T Cng vin Olympic vi nhiu ta nh v cnh quan k thut yu cu ca mnh m rng nng lc a phng giao thng cng cng, c s th dc th thao, cc hng truyn hnh v pht thanh, v cng vin thit b ln n dch v ca cng ty. Cc lnh vc ti chnh, bo him, t vn, sc khe, IT, v sn xut phim l nh hng.Vi s chp thun ca c nm 2012 Olympic Games, cam kt, nhim v v c cu t chc c do chp nhn. iu ny bao gm vic lp t v pht trin c s h tng, nh v d c s cho vic lu tr v th thao, cu, ng, cung cp in nng, quy hoch cnh quan, mt trung tm truyn hnh v i pht thanh pht sng, cc dch v chm sc, mng d liu, v cc dch v an ninh. Cng nh s kin cc nh qun l cho cc t chc v kim sot d n ca cc tr chi, v nh vy cho marketing v quan h i tc / nh ti tr l cn thit.Ti tr t cc ngnh cng nghip du m v kh t t nhin, ngnh cng nghip theautomobile, ngnh cng nghip vin thng, v ngnh cng nghip hng khng, cng nh t cc ngnh cng nghip qun o v dng gia nh ang c tm kim. Cc nh ti tr nn tr thnh c ng n mt phn ba, ln n 2 t bng Anh, cc chi ph thc hin c tnh. Ngun thu thm s t c t v vo ca, bn hng, v bn quyn truyn hnh v pht thanh truyn hnh. Th vn hi Olympic l mt s kin ton cu. Ngi ta c tnh rng 14.700 vn ng vin t khong 200 quc gia s tham gia. 8.000.000 khch vi 150.000 nhn vin v nhng ngi gip t nguyn s c tri nghim cc s kin. 5 t ngi s tham gia vo cc s kin trc my thu hnh. TV s l vua ca cc tr chi. Th thao mn chnh n cng nh cc knh truyn thng thu ht ng vin th thao nng ng v th ng, v du khch quan tm n b truyn hnh ca h. N s hu mt th gii ca nhng cuc phiu lu, nim am m v cm xc. i vi cc phng tin truyn thng, th thao lin quan n chi ph thp, v rt hp dn do cc tc ng cao vi khn gi.2. Gii thiu chung v CaseCase ni v th vn hi London 2012. Cc tr chi trong th vn hi London 2012 c ln k hoch s din ra t ngy 27 thng by n ngy 12 thng 8 nm 2012. Khong 205 quc gia s tham gia trong hn 300 s kin vi 26 mn th thao v 12.500 vn ng vin n t cc nc khc nhau trn ton th gii. Ngoi ra, d kin 10.000 cc quan chc chnh tr n xem 1 hoc tt c cc trn u trong k Olympic. 20.000 nh bo v nhn vin truyn thng s n k th vn hi ny, 60.000 nhn vin an ninh m bo an ton, v 100.000 tnh nguyn vin. i vi cc tr chi trong th vn hi, cc c quan ch qun l IOC (y ban Olympic quc t) trong khi OCOG (Ban t chc Olympic Games) ng vai tr l c quan qun l. Th vn hi Olympic l mt s kin ton cu, Th vn hi Olympic 2012 London khng ch th v t cc mn th thao v cc phng tin truyn thng, m cn l mt vn quan trng cho nn kinh t. Ni dung trong case ny tho lun v cc chin lc bn v ca Mr.Williamson, ngi ng u b phn bn v ca th vn hi London 2012, ng thi ng cng ang au u v vn tnh gi bn cho mi v.3. L do hnh thnh tiXut x ca th vn hi c hnh thnh Antic Hy Lp. Olympic u tin ca thi hin i bt u Athens Hy Lp vo nm 1896. Ti 241 vn ng vin nam nghip d n t 14 quc gia cnh tranh hn 10 ngy trong 9 mn th thao. K t mi 4 nm 1 ln th vn hi li c t chc, ngoi tr th chin I v II.London, th nc Anh l mt trong nhng trung tm vn ho, ti chnh, thng mi v quan trng ca th gii. London l thnh ph u tin l ch nh ca Th vn hi Olympic ma h ln th 3. London l ch nh ca Th vn hi Olympic vo cc nm 1908 v 1948. Nm 2012 th vn hi c t chc ti London cng c ln k hoch hot ng t 27 thng 7 n 12 thng 8 nm 2012. Khong 205 quc gia s tham gia trong 300 s kin. C 26 mn th thao vi 12.500 vn ng vin n t cc nc khc nhau. 4. Mc tiu ca tiMc tiu chnh u tin ca ng Williamson l ti a doanh thu bn hng thng qua bn v. Hn na, mc tiu cng l ti a cc khn gi n tt c cc s kin p ng c doanh s bn hng, ng thi khn gi vo sn phi l nhng ngi thch th v hiu bit v cc trn u, cc tr chi tng cng khng kh si ng ca l hi. Do , ng s phi quyt nh gi v ph hp t c cc mc tiu trn trong khi phi lun suy ngh trong tm tr rng gi v phi nm mc m tt c mi ngi c th mua c.5. Cc vn trong casea) Ngn sch d kin l 3 t USD trong bao gm:1.25 t USD s l t doanh thu cc khon thu pht sng v ti tr quc t,1 t USD t cc nh ti tr trong nc,650 triu USD t tin bn v 150 triu USD t l ph cp giy php.650 triu USD l ngn sch ra cn phi t c trong doanh thu bn v nu khng Olympic s gp kh khn trong vn kinh ph hot ng.b) Nhu cu v v khc nhau theo tng loi s kin v mc ph bin ca n:S kin ph bin nht l - bi li, th dc ngh thut, th thao, bng , l khai mc v b mc.S kin km ph bin l bng bn, bng nm, bn cung Nhng khng th bn gi v cc mn km ph bin thp hn so vi cc mn ph bin khc v nh vy ng ngha vi vic khng tn trng mn th thao .c) Vic nh gi v da vo cc k Olympic trc b hn ch i vi gi v ca Olympic London do mi thnh ph ch nh s hu phong cch ring v vn ha, v mi trng, ng thi y s l ln u tin Olympic, ni bn v s c thc hin thng qua mng Internet, c th lm thay i nhu cu v mt s s kin. Cui cng, vi cuc khng hong ti chnh ton cu hin ti, Olympic London 2012 l s kin kh d on v phiu lud) Quan im ca IOC l bn 90% s v vi gi trung bnh ca $ 90,28 cho mi v v thu ht nhiu khn gi n xem.e) Quan im ca LOCOG l s bn c 70% s v mc gi trung bnh $ 116,07 cho mi v v do ti a ha li nhun.f) Vn thch thc na l lm sao cho nhng ngi mua v u n xem trnh tnh trng nh Olympic Bc Kinh c thng bo bn sch v nhng thc t th a phn khn i u l gh trng.g) Vn tip theo nm ch LOCOG l chnh sch v v s to ra tc ng n rt nhiu nhm. c bit, gip t c mc tiu c ra K Th Vn Hi Ca Mi Ngi, LOCOG mong mun li cun v khuyn khch cng dn a phng. Ti thi im , lut ca Lin Minh Chu u (EU) chng li vic gim gi v cho cng ng dn a phng ca LOCOG, mc gim gi m cng dn EU khc khng c p dng.h) Nhng c nhn v cc t chc bn v gian ln trn Internet.6. Cch thc gii quyt:6.1 Vn doanh thu Doanh s ra t tin bn v ca k Olympic London 2012 l 650 triu USD. c th thu ht c nhiu khn gi v tng doanh thu c th thc hin phng php sau : nh gi bn v thnh cc nh mc khc nhau da theo cc v tr tt trn khn i. Cc v s c bn online mt thi gian di trc khi Olympic din ra khn gi c th t chn cho mnh mc gi ph hp. iu ny c th thu ht c lng khn gi n xem cc trn u ca cc s kin th thao khng hp dn (ngoi b t Big-Four l bi li, th dc dng c, in kinh v cc nghi l). C th nh gi v cao hn cho nhm s kin th thao Big-Four so vi mt bng chung ti a ha li nhun bi v ngi hm m sn sng tr tin v cao hn vo xem ( d on Big-Four chim n 40% doanh thu bn v.) Vi cc nhm mn th thao a phng ph bin v c yu thch nc Anh, ta c th nh gi cao hn tng doanh thu (khn gi t nc Anh d kin chim n 55% lng v) Cn i vi nhm s kin khng thu ht khn gi nn nh gi thp hn v nu gi cao s lm gim mnh lng khn gi mua v, iu ny khng ch lm nh hng n mc tiu doanh thu m c n mc tiu quan trng l thu ht lng khn gi trn khn i. Tuy nhin s chnh lch khng nn qu ln v to cm gic khng cng bng gia cc mn th thao.6.2 Theo phn tch ca Williamson:40% doanh s v: b t gm cc mn th thao bi li, in kinh, th dc dng c, l khai mc v b mc.10% doanh s v: bng vi li th l mn th thao ph bin v c yu thch nht Chu u, hy vng s mang v 10% doanh s.50% cn li: n t cc mn th thao cn liS lng v c th bn trong cc s kin th thao:

Mn th thaoS lng huy chng vngS lng v

Bi li34185,000

in kinh47756,000

Th dc dng c14185,000

L khai mc v b mc120,000

Bng 21,975,000

Cc mn th thao cn li4,740,000

Theo yu cu t LOCOG v IOC c hai phng n :t mc gi v trung bnh l cao v doanh thu c th vt 50 triu $ so vi mc tiu, nhng s lng khn gi ch l 70% trn tng s v (theo quan im ca LOCOG l ti a li nhun)t mc gi v trung bnh l thp v doanh thu c th thp hn 50 triu $ so vi mc tiu, nhng s lng khn gi t 90% trn tng s v (theo quan im ca IOC l ti a lng ngi xem)Tuy nhin theo nh gi ca Williamson, kh nng bn c lng v c sn ch ri vo 65% n 85% (85% l con s rt ng m c). Cho nn phng n kh d cho trng hp ny l doanh s bn v 650 triu USD v lng khn gi c mt trn khn i l 70% - 75%.Da theo bng tnh, ta thy t c cc yu cu ra: s lng v bn ra 77.66%, s lng v c s dng (khn gi n tham gia s kin) 70.58% v doanh thu d kin t bn v 82.25% ta thy mt s vn thc t cn phi ch : Khng th tha mn c yu cu gim s chnh lch gi gia cc s kin (ph thuc rt nhiu bi cc yu t ngoi vi). Phi c gng ti a ha li nhun da vo b t cc mn th thao v s kin bi li, in kinh, th dc dng c v l khai, b mc. Bn cnh phi tn dng u th mn bng nhm t c doanh s tt. Phn cui cng cn li, thc hin phng n mc gi thp ph bin gip tng sc ht nhm ko mi ngi tham gia s kin.

Mt vn cn quan tm, LOCOG mun gim gi cho ngi dn a phng thu ht, khuyn khch h n tham gia l hi, qua tng s si ng khng kh l hi. Trong khi EU c lnh cm phn bit i x gia cc thnh vin trong khi. Mt iu cn ng lu , theo d on ca LOCOG khn gi tham gia vo ton b s kin s c phn b nh sau: khong 30% ngi London, 25% l ngi Anh, 20% l ngi EU, 25% cn li l ngi n t cc nc khc. Xt v tng quan, ngi Anh v ngi dn London l nhng ngi c mc sng cao trn th gii. Vic b thi gian, cng vic, tin bc cng nh b sc vt qua mt qung ng di n tham gia k Olympic ca cc khn gi khc l mt iu rt ng lu . V Olympic l l hi th thao mang tnh cht th gii. K l hi cng l mt c hi tuyt vi ngi dn London v nc Anh qung b hnh nh ca mnh n th gii.Qua cc yu t trn vic gim gi cho ngi dn London c th nn b qua. Mt khc, nu xt vi kha cnh mc tiu l ti a doanh thu ta c th la chn phng n ca LOCOG ( nh mc gi cao , v lng ngi mua v thp) v trnh tnh trng khn i b trng c th b tr cc tnh nguyn vin vo xem. Mc d vic b tr cc tnh nguyn vin cn ang gy tranh ci nhng y cng l mt phng n kh thi cn xem xt.6.2 Vn m bo khch mua v s n xem m bo lng khn gi ti xem cc s kin ca Olympic London dao ng trong khong 70% - 75% l mt iu khng d dng, n ph thuc rt nhiu vo t l ngi mua v v thc s s dng v h mua. Theo bng thng k t l no phi rt cao (trung bnh 92%) thc s l mt thch thc i. t c con s ny, nh t chc phi thc s c c c s h tng (giao thng, nh , c s vt cht phc v l hi, ) v dch v tt p ng, gp phn to ra bu khng kh l hi tuyt vi. Vi phng chm hnh ng K L Hi Olympic Ca Cng Chng nh t chc phi to c khng kh l hi si ng, ngi tham gia phi c c tri nghim th v v ng nh. l s tri nghim ca khng kh l hi v dch v tuyt vi.7. Cu hi c nu ra trong cc trng hp7.1 Nu ng Williamson l ngi ng u LOCOG?Mc tiu ca LOCOG cho Th vn hi London ti a ha doanh thu ti a ha ngi mua v trong tt c cc s kin v khng ch l n gin l bn c v Full ton b khan i nhng phi ng i tng Nhng ngi c thu nhp trung bnh ca London cng c th mua v mt k th vn hi 2012 Olympic games thnh khng khi c th cn bng c bn yu t trn. V d nhin mc tiu ban u vn l doanh thu, sau l ti a ha ngi tham d, vic ny khng phi n gin v ng vi mn th thao v vi mi s kin s c s lng ngi tham d khc nhau nhng ti thiu vn phi trn 65% s ngi tham d. LOCOG mong mi y s tr thnh k Olymoic ca ton dn v 30% ngi dn London c th tham d, nhng y cng khng phi l yu t quan trng nht cn ti u ha Williamson cng cho bit kh nng bn v ch ri vo khong 65%-85% nn nu l ngi ng u LOCOG s trn gii php vt mc tiu doanh s l 50 triu vi 70% khn gi ti xem. t c mc tiu ny v p ng 4 tiu ch ca LOCOG a ra. Williamson nn tp chung vo s khc bit ca 3 nhm mang li doanh thu cao Nhm 1: 40% doanh s v: b t i gia gm cc mn th thao bi li, in kinh, th dc dng c,l khai mc v b mc. Nhm 2: 10% doanh s v: bng vi li th l mn th thao ph bin v c yu thch nht Chu u, hy vng s mang v 10% doanh s. Nhm 3: 10% cn li: n t cc mn th thao cn lii vi phn khc trng yu c th a ra mc gi v cao hn chng hn nh b mn bi li( nhm 1), bng ( nhm 2)v ti a ha s ngi c th tham gia th vn hi bng cch gim gi nhm 3Bng phn tch tc ng ca 3 nhm mang li doanh thu v 4 yu cu ca LOCOGNhm

4 yu cu B t 4 mn th thao v l khai mc, b mcBng Cc mn th thao cn li

Ti a doanh thu124

Ti a ngi tham gia311

Full khan i v ng i tng223

Ngi dn thu nhp trung bnh ca London c th tham gia421

Cc b phn bn v v LOCOG cng hng ti mt mc tiu, tc l bng cc c nhiu ngi vo sn vn ng ti a ha doanh thu. H khng phi lo lng v 100% ngi tham d, h nhm mc tiu t 70 n 80% ngi tham d . Ngoi ra h tp trung vo ngi dn London trong khi a phng khi IOC tp trung quc t ha

7.2 Nu ng Williamson l ngi ng u IOC ?Mc tiu: thu ht 100% ngi dn tham d, l k Olympic ca ton dnV IOC l mt t chc phi li nhun, v s khng quan tm nhiu v doanh thu. Mc tiu chnh l 100% ngi tham d v gi s c gim. IOC cng khng chia s doanh thu bn v nn doanh thu bn v s khng c bt k mi quan tm. Nn nu William l ngi ng u IOC s chn phng n gn t c doanh s 50 triu vi 90% khn gi ti xem7.3 Nu ng Williamson l ngi ng u b phn bn v Mc tiu: bn c ton b vWilliamson a ra nhn nh kh nng bn v ri vo khong 65-85%. Nh vy nu ng l ngi ng u b phn bn v, mi quan tm hnh u l bn c mc 85% hoc thnh cng hn l vt mc v t c 90%, y cng l con s khng d dng c c. Chnh v vy ng s hy sinh 1 t doanh thu b li lng v c bn ra => Williamson chn phng n gn t c doanh s 50 triu vi 90% khn gi ti xem

BI DCHThe London 2012 Olympic GamesPaul Williamson khng th khng ngc nhin. Khi ng nhn xung t vn phng 23 tng ca ban t chc Olympic Games London (LOCOG), ng c th nhn thy ton b min ng London l mt trong nhng khu vc ngho nht London. Trong lch s tng l mt khu ph tng lp lao ng v trung tm cng nghip, min ng London b nm bom nng n trong Th chin II v khng bao gi phc hi hon ton. Tuy nhin, nh th hi sinh t ng tro tn, Cng vin Olympic bt u hnh thnh. Trong vng ba nm ti, London s ng vai tr ch nh Olympic Game vo nm 2012 v cng vin Olympic s tr thnh trung tm (Ph lc 1: bn ca London v v tr ca Cng vin Olympic). V nu tt c i theo k hoch th cc a im th thao, nh , cc tuyn giao thng v cc cng vin s c xy dng h tr cc tr chi th gii v em li sc sng cho cng ng min ng London.Tuy nhin, vo ma xun nm 2009, Williamson c vn cp bch hn xem xt. L ngi ng u b phn bn v cho Olympic Games 2012, ng v nhm ca ng chu trch nhim cho vic pht trin cc chnh sch gi c v phn phi hng triu v s c bn bt u vo cui nm 2010. ng bit, quyt nh ca mnh s phi p ng nhiu tiu ch. Th nht, v tm quan trng ca li nhun bn v, h c mt ng lc mnh m ti a doanh thu. Th hai, do ton b th gii s theo di, h mun lp y khong trng khng ch l khai mc v trn chung kt bi li, m theo truyn thng l d bn, m cn nhng trn u nh nm t v bng bn thng rt kh bn. Th ba, h mun nhng khan gi vo sn l nhng ngi hm m hiu bit tng thm s cung nhit v khng kh ca s kin ny. Cui cng, v c th n tay khng ch nhng ngi thuc tng lp cao cp ca th gii m cn ngi dn London, nhiu ngi sng xung quanh gc Cng vin Olympic c th mua c.Williamson xem xt cc tiu ch ny, ng b mc kt bi 2 nhc nh trong tm tr ca mnh. Vic u tin l ca ng ch, Chris Townsend, Gim c Thng mi ca LOCOG. Townsend ni, "Thiu mt trong hai doanh thu hoc s lng khn gi mc tiu tham d ca chng ta ch n gin l khng th chp nhn." Vic th hai n t Joan Manning-Cooper, Trng ban Quan h cng chng v truyn thng, ngi ni rng, Chng ta ang thc hin "tr chi dnh cho mi ngi" iu c ngha l phn ln cc v phi mc gi m cng chng c kh nng mua

Tin tt l Williamson v nhm ca ng c thi gian pht trin cc k hoch ca h - nhng v cha c k hoch bn trong hn 18 thng na. Tin xu l bn v Olympic c chng minh l kh khn trong qu kh - vi mt s thnh ph ch nh b l v v cha bn ht, gh trng, ngi hm m th thao tht vng. Nh Townsend lu , "v ch mang li khong 20% doanh thu ca Olympic, nhng ti 80% vn nhc u t quan h cng chng."The Olympic GamesTh vn hi Olympic hin i u tin c t chc vo nm 1896 ti Athens, Hy Lp, ni m 241 vn ng vin nam nghip d n t 14 quc gia cnh tranh trn 10 ngy trong 9 mn th thao. T khi t chc mi bn nm mt ln, ngoi tr th chin I v II, cc tr chi pht trin bao gm hn 10.000 nam v n vn ng vin n t hn 200 quc gia tranh ti trong 28 mn th thao v hn 17 ngy (xem ch thch 2 cho mt nin i ca cc tr chi).Cc c quan qun l ca tr chi l cc y ban Olympic quc t (IOC), mt t chc phi li nhun c tr s ti Lausanne, Thy S. ng u l mt tng thng dn c, chi phi bi 115 thnh vin b phiu ngi i din cho quc gia ca mnh, v iu hnh bi 150 nhn vin ton thi gian, IOC l t chc chnh cho Th vn hi Olympic. Trong kh nng ny, n chn thnh ph ng cai Olympic; cung cp hng dn hp ng vi nhng thnh ph; qun l bn quyn, nhn hiu, v cc ti sn khc gn lin vi cc tr chi; v c h tr v phi hp cc n lc gia tt c cc thnh vin ca Phong tro Olympic.Vic qun l cc tr chi c giao cho y ban t chc ca thnh ph t chc i hi Th thao Olympic (OCOG), m thng c hnh thnh ngay sau khi IOC cng b thnh ph ginh c quyn ng cai Th vn hi. Cc OCOG in hnh s dng mt vi trm ngi trn 4-7 nm n hng dn bao gm cc tr chi.

Economics of the GamesT chc sn chi Olympic l cc doanh nghip ln. V d, Sydney Games 2000 to ra hn 2,8 t USD trong doanh thu (xem Bng A) t nm ngun chnh: Bn quyn pht sng - quyn c pht sng Olympic cc nc trn th gii. Trong thi gian gn y, quyn pht sng i vi Hoa K chim khong 50% v quyn pht sng i vi chu u chim 25% tng doanh thu pht sng. Hnh 3 cung cp cc khon doanh thu pht sng trong qu kh Olympic Games . Nh ti tr quc t - quyn cho mt cng ty cng b chnh n l mt "Nh ti tr chnh thc ca Th vn hi Olympic" trn ton th gii trong bn nm hng dn cc tr chi. Hnh 4 cho thy doanh thu t vic ti tr quc t trong qu kh ca Olympic Games. V - v cho cc s kin Olympic. Hnh 5 cung cp doanh thu bn v trong qu kh Olympic Games. Nh ti tr trong nc - quyn cho mt cng ty cng b chnh l nh ti tr chnh thc ca Th vn hi trong nc ng cai Th vn hi. Quyn cp php quyn s dng cc biu tng Olympic v thng hiu trn cc mt hng khc nhau, t tem v tin xu, o t-shirts v th nhi bng.Trong s nm ngun thu ny, IOC chu trch nhim cho vic m phn v qun l quyn truyn hnh v ti tr quc t, trong khi cc OCOG nc ch nh chu trch nhim bn v, ti tr trong nc v cp php trong ncBng A Doanh thu t Th Vn Hi Sydney 2000NgunT chc chu trch nhim Tng s(triu )

Bn quyn pht sngIOC $ 1,332

Ti tr quc t IOC 405

V GameSydney OCOG 551

Ti tr trng nc Sydney OCOG 492

Cp phpSydney OCOG 52

Tng $ 2,832

i li, cc khon thu ny c giao cho bn t chc trong phong tro Olympic, hng li chnh l OCOG thnh ph ch nh, trong s dng cc qu cho sn khu Games. Lch s cho thy 50% n 65% doanh thu t bn quyn pht sng v ti tr quc t, cng vi 100% doanh thu t bn v, ti tr trong nc, v cc quyn cp php i n OCOG. Doanh thu cn li, IOC gi mt phn trang tri chi ph hnh chnh v hot ng ca n, c phn b phn cn li n 205 U ban Olympic quc gia ca cc quc gia thnh vin ca IOC ( h tr cng tc o to v pht trin ca cc vn ng vin ca mi quc gia) v cc lin on quc t ca th thao ca Th vn hi ( gip pht trin nhng mn th thao trn c s trn ton th gii), phn b cc khon thu t Sydney Games 2000 c th hin trong Bng B.

Bng B Phn b ngun thu t Th vn hi SydneyNgunS lng c tnh (triu )

Ban t chc th vn hi Sydney2,137

y ban th vn hi quc gia321

Lin on quc t200

y ban th vn hi quc t$174

Total$ 2,832

Chun b v Qun l cc tr chi:S dng phn b cc khon thu Olympic, cc OCOG thnh ph ch nh phi ln k hoch cho t chc, qun l 17 ngy tranh ti ny, tt c nm trong ngha v hp ng c quy nh bi IOC, nhim v ch yu bao gm: Dn l khai mc, b mc, v s kin th thao. T chc cho cc sn vn ng yu cu, u trng, c s o to v thit b. Nh v thc n cho cc vn ng vin v quan chc. D on v gii quyt vn giao thng tim nng. p ng nhu cu ca cc phng tin truyn thng. Cung cp bo mt m bo mt Th vn hi an ton v ha bnh.Quan trng hn, trong khi cc OCOG chu trch nhim "sp xp" cho c s h tng ca cc tr chi, trch nhim thc s cung cp c s h tng ngh ngi vi thnh ph ch nh v trn khp t nc. iu ny bao gm cc sn vn ng v u trng n giai on cc s kin, cc lng Olympic nh vn ng vin, cc h thng giao thng quc gia v quc t a mi ngi n v i t thnh ph ch nh mt cch hiu qu, v cc h thng giao thng vn ti a phng a n mi ngi n v i ti cc s kin. Nu qu l cn thit xy dng c s h tng ny, h thng c t ra thng qua thu, x s, v u t t nhn. Chris Townsend gii thch:Cc chi ph ca bt k Olympic c th c chia thnh cc "phn mm" hay chi ph ngi dn v chi ph "phn cng" hay c s h tng. Chi ph phn mm ny thuc trch nhim ca OCOG, v bao gm cc chi ph lin quan n vic lp k hoch Games, nh vn ng vin, v chy cc s kin. Ngc li, chi ph phn cng l trch nhim ca cc thnh ph ng cai v ph thuc nhiu vo c s h tng hin c. V d, trc khi lu tr cc Games 2000, Sydney c a im tt v mt h thng giao thng hin i. Nhng Bc Kinh thu trn 2.008 Games v h bit s cn phi xy dng nhiu c s mi v nng cp ng k h thng giao thng ca n.Trong ba Games va qua, cc chi ph c s h tng dao ng t 2 t USD cho Sydney, 15 t USD cho Athens, n $ 40 t cho Bc Kinh. Trong trng hp ca Sydney, s cn thit cho c s h tng mi ch gii hn mt s a im mi. Ngc li, Trung Quc xy dng mt nh ga mi ti sn bay Bc Kinh, tng gp i kch thc ca h thng tu in ngm Bc Kinh, v xy dng mt h thng ng st lin tnh 80 dm mi vo Bc Kinh. N cng xy dng 12 a im th thao mi v nng cp nhiu th khc. Cui cng, xy dng cc lng sinh hot vn ng vin, n ung, v cc khu ngh dng cho cc vn ng vin v quan chc sau c bin thnh cn h v nh cng cng sau khi tr chi kt thc.The 2012 Games.Anh khng cn xa l vi Th vn hi Olympic. l mt trong bn quc gia cnh tranh trong tt c 26 Olympic Games, gi v tr th ba trong tng s huy chng. N t chc thnh cng London Games 1908 v 1948. V tham gia u thu vo Olympic 1992,1996, v 2000.Ginh quyn vo nm 2012 l xa nht nh, tuy nhin, Paris, New York, Moscow, v Madrid cng trong ang trong cuc ua nc rt. Qu trnh la chn thnh ph ch nh bao gm mt lot cc phiu kn, vi mi thnh vin c quyn biu quyt IOC cho cc thnh ph ca s la chn ca mnh. Sau mi vng b phiu, nu khng c thnh ph thu c a s phiu thun, thnh ph vi s lng thp nht s phiu s c loi b, v cc thnh ph cn li tin n mt vng mi ca bu c.Theo hu ht, Paris l thnh ph c yu thch ginh chin thng quyn t chc tr chi 2012. Tuy nhin, nhiu ngi tin rng gi thu London c h tr bi s b sung ca Sebastian Coe cho Ban thu London vo nm 2004. Coe l ngi ot huy chng vng nm 1980 v 1984 trong chy 1.500 mt, c coi l mt trong nhng vn ng vin in kinh hay nht mi thi i, tng l mt thnh vin ca Ngh vin Anh, v c tn trng rng ri c trong v ngoi cng ng Olympic.Cui cng, cc IOC dng nh rt n tng bi nhng ngh m y ban d thu London. Nh thng bo vo ngy 06 thng by nm 2005, nim vui ca nhiu ngi ng h, London ginh c quyn ng cai tr chi 2012 trong mt trn chung kt, l phiu dn u nht, trong London nhn c 54 phiu bu so vi 50 ca Paris.The Plans for the 2012 GamesK Olympic 2012 c ln k hoach t 27-7 ti 12-8. Vi hn 12.000 vn ng vin ti t 205 quc gia v d kin s cnh tranh trn 26 mn th thao v hn 300 s kinVi hn 7,9 triu v c bn ra . LOCOG d on trung bnh 500.000 khn gi/1 ngy v c th ln ti 800.000 vo nhng ngy cao im. theo c tnh, khong 30% (v s c mua bi ngi London), 25% ngi ca Vng quc Anh sng ti London, 20% ca ngi dn t cc nc cn li ca chu u, v 25% ngi dn n t cc nc cn li ca th gii.Ngoi ra, d kin 10.000 Olympic v cc quan chc chnh tr xem 1 hoc tt c cc trn u trong k Olympic. 20.000 nh bo v nhn vin truyn thng s n k th vn hi ny , 60.000 nhn vin an ninh m bo an ton, v 100.000 tnh nguyn vin.V tr v a im : im then cht trong London bid l k hoch xy dng trung tm ca cc Games-cng vin Olympic - min ng London. Theo k hoch di hn ca London, K Olympic s kch thch ti to kinh t v x hi, kch thch pht trin nhng khu vc cha pht trin, khi phc nhng vng t rng ln ng London thnh nhng khng gian xanh mi v y tim nng. Lng Olympic s tr thnh mt khu dn c mi v mong mun x hi a dng, cung cp 3.600 ngi nh mi D nh pht trin 500 ha t cng nghip v vng ng London trong lng Olympic. n nm 2012, s bao gm: 80.000 ch ngi sn vn ng-cho l khai mc v l b mc Olympic 17.500 ch ngi Aquatics Center-ln, bi li v bng nc 12.000 ch ngi London Velopark- trong nh v ngoi tri ua xe p BMX 12.000 ch ngi Basketball Arena 15.000 ch ngi Trung tm Hockey Olympic 17,000 ging trong lng OlympicSau khi kt thc k th vn hi, k hoch l gim kch thc ca mt s cc a im ln hn ph hp vi cng ng xung quanh, di di mt s cc a im ti ni khc ni m h th s dng tt hn, v chuyn lng Olympic thnh 3.600 n v nh , v sau ny s xy thm 50400 ngi nh Cc mn th thao cn li s s dng a im hin c trn khp London, bao gm Cung in Earl (bng chuyn), ExCeL London (judo, c t, u vt), Hyde (triathlon), Millennium Dome (th dc dng c), Wimbledon (tennis), v Wembley (bng ).Giao thng, di chuyn: Mt yu t quan trng th hai ca London bid l mt k hoch "giao thng cng cng" lm sao 100% khn gi n xem th vn c th di chuyn d dng. thc hin iu ny, cc tuyn giao thng khu vc ng London c m rng v nng cp, bin n thnh mt trong nhng ni cng cng ca thnh ph. a vo s dng tu in ngm 12 chic xe tn l "Olympic Javelin", s ch hnh khch t ga King Cross, trung tm ca London, n Cng vin Olympic ch trong 7 pht.Nhng n lc ny c d kin s h tr vic vn chuyn ln n 240.000 hnh khch mi gi ti khu vc cng vin Olympic. i li, khuyn khch khn gi s dng giao thng cng cng, cc LOCOG thng bo rng gi ca mi v cho mt s kin Olympic s bao gm vic s dng cc mng li giao thng cng cng ca London vo ngy ca s kin .Khng kh l hi: Cui cng, LOCOG hy vng thu ht v kch thch cng chng Anh. Trong khi Sydney c gi l "Laid-Back Games", Bc Kinh c c t tn l "No Games Fun," LOCOG cng mong mun th vn hi ny s tr thnh 1 di sn ca nm 2012 v c tnh ton din. Hng ti mc tiu ny, Sebastian Coe lu :Trong khi London s l a im chnh, ton b Vng quc Anh l trung tm. London 2012 Games s tr thnh Everybody s Games. . . . London 2012 s l th vn hi d tip cn nht v c s tham gia ca tt c mi ngi, chng ti l r rng tin rng cc n lc s thu ht 60 triu ngi dn AnhManning-Cooper, Trng PR v Truyn thng, nhn mnh nhng iu ny c ngha mt mc thc t: cung cp trn li ha Everybody s Games, chng ti c k hoch l hi ngoi tri min ph trong v xung quanh London mi m tranh ti ny, chng ti s t mn hnh TV ln trn khp nc Anh khuyn khch khng kh, v chng ti s mang li cho bng - mn th thao ph bin nht quc gia n cng chng bng cch vng s kho ti Glasgow, Cardiff, Manchester, Birmingham v Newcastle.Tuy nhin, thc t l nhng ngi dn bc trung mun ni v v. u tin, h yu cu v tnh sn c, lo lng rng phn ln cc v s c u c bi cc IOC, nh ti tr ca cng ty, v ngi nc ngoi giu c. Th hai, h yu cu v gi c, s rng ngay c khi v c sn, h cng s khng c kh nng mua. Delivering the 2012 GamesHai nhm chu trch nhim cho k Olympic 2012 l LOCOG v mt t chc bn chnh ph gi l C quan Olympic s xy dng cc c s h tng.Ngn sch d bo ca LOCOG l 3 t USD. Khong $ 1.2 t trong s ny s n t khon thu pht sng v ti tr quc t, theo quyt nh ca IOC. Cc LOCOG chu trch nhim cho phn cn li, vi $1000000000 n t khong 60 nh ti tr trong nc, $ 650,000,000 t vic bn v, v $ 150 triu t ph cp giy php.Tng chi ph Olympic l 12000000000$: $6 t ng cho vic xy dng cc cng vin Olympic, 4000000000$ nng cp giao thng vn ti, v phn cn li cho cc d n nh hn, d phng, v cc loi thu. Khong 60% ca cc qu ny s n t thu quc gia, 15% n t cc loi thu thnh ph London, v 20% s n t x s quc gia.Bn v vo ching u trong vic bn v trong thng Chn nm 2007, Paul Williamson khng cn xa l vi cc s kin th thao ln. Trc , ng c nh hng dn bn v cho vi s kin nh FIFA World Cup 2007, Rugby World Cup, Cricket World Cup nm 2007, v Manchester Common Games 2002. Ngoi ra, ng cn l mt nh t vn bn v cho IOC vo Olympic ma ng 2002 v 2006. V th, ng nhn thc r nhng thch thc LOCOG phi i mt.Bn v cho FIFA World Cup l mt kinh nghim tuyt vi, nhng n chng l g so vi s kin Olympic Games. i vi mt trn chung kt cp th gii, bn bn ba triu v cho 64 trn u trong hn 30 ngy ti 10 hoc 12 thnh ph ln. Cc i u c nng lc rt cao, cc sn vn ng c t chc tt, v bng l mn th thao ph bin nht trn th gii. Vi cc tr chi Olympic: chng ti ang c gng bn c gn tm triu v cho 26 mn th thao khc nhau chi khong 17 ngy, vi mt s mn th thao cc k ph bin v nhng mn khc l hon ton l vi ngi bnh thng. Trong thc t chng ta ang t chc 26 gii v ch th gii trong mt hai tun.Trong khi nhiu vn bn v vn cha c gii quyt, mt s c quyt nh. Chng ta bit rng: C tng cng 7,9 triu v s c bn ra trn tt c cc s kin (xem ch thch 6) Vo cui nm 2010, cc nh ti tr quc t v trong nc, 205 U vin Olympic quc gia v Lin on quc t, v cc cng ty thnh vin IOC khc c th t yu cu cho v- xc nh c bao nhiu v ti mi im gi m h mong mun cho mi s kin. Tt c s phi tr gi y cho bt k v cui cng nhn c, cc nhm ny s khng nhn c hn 25% lng v c sn. Vo ma xun nm 2011, cng chng c th yu cu t v mt cch tng t, thng qua mt l phiu trc tuyn, xc nh s kin, s lng v, v mc gi h mong mun. Trong ma h nm 2011, v yu cu t c cc chi nhnh ca IOC v cng chng s c x l v c nhn s c thng bo khi h h c c v. Sau nm 2011 v vo nm 2012, bt k v cn li s c cho bn trc tip. Trong khi Olympic din ra, v vn khng bn c s c bn ti phng v khp London.Williamson lu rng nhng ngi mua v c yu cu mt ch ngi c th trong mt mc gi nht nh, trong ma h nm 2011, khch hng t tm ra ni m h thc s ngi trong sn vn ng hoc u trng. Williamson xy dng: i vi hu nh tt c cc s kin trong tr chi, s c mc gi v. Gi s v cho mt s kin, l $ 30, $ 60, v $ 100, bn c th yu cu bn v mc gi 60 $ vo mt ngy nht nh. n lt mnh, LOCOG ha hn rng ch ngi $ 100 s tt hn so vi mc ch ngi $ 60 v ch ngi $ 60 s l tt hn so vi nhng ch ngi 30 $. Sau khi tt c cc yu cu c sp xp, chng ta bt u phn b v cho nhng ngi yu cu h v phn mi ngoi ngi n ch ngi c th. Nu vo ngy m s lng v theo mc gi yu cu di mc, yu cu ca bn s c in. Nu yu cu qu mc, mt qu trnh ging nh x s s quyt nh ai s ngi v nhng ngi khng. Trong c hai trng hp, chng ti s cho bn bit kt qu.Qun l doanh thu vKhi ni n qun l ngun thu v, Williamson v nhm ca ng nhn n Sydney Games 2000 nh mt ngun cm hng:Trong khi Olympic Athens 2004 v Olympic Bc Kinh 2008 l s kin tuyt vi, h khng cung cp mt chun mc v tuyt vi nh Olympic London. Athens b cn tr bi kch thc nh ca thnh ph v nng lc hn ch ca cc a im. V Bc Kinh rt c gng lm cho v gi r cho dn trong nc, dn n gi v l thp gi to. Nhng Olympic Sydney c t chc ti a im ln ti cc thnh ph ln nht ca mt quc gia giu c, yu th thao. Mi ngi sn sng tr tin tham d s kin v kt qu phn nh thc t ny.Cc LOCOG cng xem doanh thu v l quan trng i vi di sn ca Olympic 2012. Nh Chris Townsend lu :Vi rt nhiu tin u t vo Olympic, rt d dng xem bn v nh thu mt git nc trong x. $ 650,000,000 chng l g khi so vi s tin Olympic Delivery Authority chi tiu $ 12000000000 xy dng Cng vin Olympic v Olympic Javelin. Nhng chng ta hy xem xt gc khc. Nm ngoi, Manchester United to ra khong 150 triu USD doanh thu bn v qua mt ma chn thng, trong khi cc Yankees New York bn c $ 120 triu tin v trong mt ma su thng. Chng ti ang tm kim mang li 4-5 ln s tin , iu ny s c mt tc ng ln n cc di sn ti chnh ca Olympic.Nhng Williamson bit rng ti a ha doanh thu bn v c ngha l phi lm nhiu hn vic bn v gi cao:Mc ngi dn sn lng tr tin cho mt s kin nht nh s ph thuc vo nhiu yu t. C mt k vng gi v nn da trn cc s kin th thao khc trong v xung quanh London (xem Ph lc 7). C sc hp dn ton cu ca mt mn th thao, vi bi li v th dc l rt ph bin trn th gii. C s hp dn ca mn th thao a phng, thng c thc y bi s thnh cng trong qu kh ca nc ch nh trong mn th thao (xem Ph lc 8). C sn khu s kin, hu ht mi ngi mun nhn thy nhng cng on m cc huy chng vng c trao. V sau c mt nhm c th hoc vn ng vin to s khc bitWilliamson cng lp lun rng vic nh gi v vo cc k Olympic trc (xem Ph lc 9) b hn ch i vi gi c ca Olympic London:u tin, mi thnh ph ch nh s hu phong cch ring v vn ha, v mi trng. Trong khi bng chuyn bi bin c th l mn th thao ln Australia, bng bn l vua Trung Quc. Th hai, tm nh hng ca Olympic thay i theo v tr t chc. Nhng kh khn khi t chc Trung Quc, v cho Olympic Bc Kinh c phn ln gii hn cho ngi Trung Quc. Vi s gn gi ca London vi phn cn li ca chu u, chng ti d kin cc m ng quc t s nhiu hn na. Th ba, y s l ln u tin Olympic, ni bn v s c thc hin thng qua mng Internet, c th lm thay i nhu cu v mt s s kin. Cui cng, vi cuc khng hong ti chnh ton cu hin ti, Olympic London 2012 l s kin kh d on v phiu lu.Qun l khn gi:LOCOG cng mun in nhiu a im trong sut thi gian t chc. Nh c nu trong h s thu London, L hi th thao tuyt vi phi to ra s cun nhit thc s. iu s c chng minh bng cc khn i y p khn gi qua sut cc s kin Cc nh t chc cho rng d kin gn 5 t khn gi xem mt phn l hi th thao 2012 qua Tivi, l bc tranh cui cng m LOCOG mun pht sng n th gii chnh l mt na khn i b trng.Tt c mi ngi bit rng LOCOG hiu c hu qu t s gim st khn gi tham gia. c gn cht vi mt s bi bo ni v cc s kin th thao gn y. Tiu biu l Athens 2004 c Tp ch New York ng ti, L hi th thao ma h 2004: Gh Ngi C Th Trng, Nhng Bi Bin Th Khng. Hay ti L Hi Th Thao Bc Kinh 2008, Tp ch Los Angeles ng tin, Nhiu Gh Trng L Mt B n ti Olympic Bc Kinh.Williamson ph v thch thc ti a lng khn gi thnh hai thnh phn. u tin, bn phi c c ngi mua v. Th hai, bn phi c c nhng ngi mua v thc s s dng chng. Hai vic trn khng n gin cht no.Khi c c ngi mua v, Williamson khng o tng:Bn khng th bn ht v cho tt c cc s kin. L Khai Mc? Chc chn. Ngy cui cng ca mn in kinh? Chc chn. Hay bt c s kin bi li no m Michael Phelps tham d? Chc chn. Nhng s nh th no cho cc vng bng ca cc mn th thao bng nm, bng bn, hay bn cung? Nhu cu ch thp hn mt s mn th thao no .S tht l, y ch c ba loi s kin chng ta cn qun l. u tin, l b t - bi li, th dc dng c, in kinh, v cc nghi l - Ni m lch s cho thy nhu cu lun vt xa v v c th bn ra tt vi bt k mc gi no. Chng ta mong ch b t ny s mang li 40% doanh thu bn v. Th hai, l bng , vi gn hai triu v cho 58 trn bng nam v n. Nu c bt k mn th thao no m chng ti phi lu , l bng . Mt mt khc, bng l mn th thao ph bin nht Chu u, l li th cho chng ti. Mt khc, khc vi FIFA World Cup, i tuyn Olympic b gii hn ln l cc cu th phi di 23 tui,loi b mt s tn tui ln trong mn th thao ny. Chng ti hy vng to ra c 10% doanh s bn v t bng . Th ba, l cc mn th thao cn li, lch s cho thy rng nhu cu v l rt thp, v chng ti phi rt c gng ti a doanh thu.Vi tt c cc im trn, ngi qun l bn v s khng c kh nng thch hp nu anh ta bn t hn 65% ch ngi anh ta c nhng vic bn c 95% ch ngi l iu khng tng. Nu kt thc vic bn v m bn bn c 85% lng v bn c, th ti ngh rng bn lm vic rt, rt tt.Nhng thch thc khng ch dng li vic bn v. Nh nh t chc Th Vn Hi Bc Kinh pht hin ra vic lm th no cho ngi dn s dng v m h mua cng l iu kh khn. Bnh lun v mt trn u trong mn hockey ti Bc Kinh, Tp ch Los Angeles vit nh sau:Khng v cho trn u hockey vo m th su Ti phng bn v, nhn vin ni vi nhng ngi mua v tht vng rng v c bn ht Nhng bn trong sn vn ng Olympic 17,000 ch ngi, trn khn i ph mt bin mu xanh mu ca tng hng v tng hng gh nha trng. Khi trn u c bt u, ch c mt phn t gh trng c lp y l mt trong nhng b n ln nht ca Olympic Bc Kinh: n c cho rng l trn u ln u tin v c bn ht trong lch s Olympic, nhiu doanh thu th cn xa vi lp y, vi di cc gh trng l biu hin ca s u hiu.Bi vit ca tp ch Los Angeles cho rng nh t chc Bc Kinh gp phn lm thiu khn gi bi mt s lng ln v c mua bi cc nh ti tr, t ch cho khch VIP ca IOC, v c cung cp cho gii truyn thng, rt nhiu s v khng c s dng. Mt im cn lu khc l rt nhiu khn gi mua v cho mn th thao di ngy, nh tennis, nhng i xem ch mt hoc hai trn. V vn cn mt s suy on khc l mt lng ln ngi dn Trung Quc mua v nhng cha bao gi c nh n xem v s dng v, nhng n c coi nh l mn qu k nim gi r v trn u.Mt cch i ph k l vi tnh trng thiu khn gi, cc quan chc Olympic Trung Quc cho php a n cc tnh nguyn vin n nhng a im t khn gi nh l mt n lc nhm lp y ch trng v ci thin bu khng kh ti . Nh tp ch New York bo co: C khu vc gh trng ng sau hai khung thnh ti sn hockey vo ngy th hai. Tip n h chia khn gi c ng phc ra nhiu khu vc p nhng cy gy gi v c v rp khun. Nhn xt v cch c v trn, mt khn gi c cho rng, iu tt thi. Khng ai thch sn vn ng trng khng. Nhng bn c th bo h ch n ngi kn ch. H chng bit g v hockey. H lun c v sai thi im.Qun l v s nhn thcMi quan tm th ba cho LOCOG l chnh sch v v s nn to ra tc ng n rt nhiu nhm. c bit, gip t c mc tiu c ra K Th Vn Hi Ca Mi Ngi, LOCOG mong mun li cun v khuyn khch cng dn a phng. Ti thi im , lut ca Lin Minh Chu u (EU) chng li vic gim gi v cho cng ng dn a phng ca LOCOG, mc gim gi m cng dn EU khc khng c p dng.LOCOG cng nhy cm vi vic ban hnh chnh sch v gi c hnh thnh gia cc mn th thao, Hi ng Olympic Quc Gia, Lin on Th Gii. Trong khi c mt thc t m ai cng phi chp nhn l ti Vng Quc Anh bi li l mn th thao ph bin hn bng bn, s khc bit v gi gia cc s kin th thao l mt vn nhy cm. Nh Williamson ghi nhn Chng ta ang i mt vi 26 mn th thao hp l. N khng c ngha chng ta nh gi ngang bng cho chng, nhng chng ta khng th nh gi theo kiu thiu tn trng vi bt k mn th thao no. Nhng Williamson t hi ci g thc s mi c ngha.Th ba, vi nhiu nm lm vic bn v, Williamson quan tm n th trng th cp cho v ti Th Vn Hi 2012. Sau ht, trong khi ng cm thy rng LOCOG khng nn chu trch nhim v o c ca cc i l, th ng bit rng cng chng s khng ng . Nh vy, Williamson ln k hoch d nh cng b rng ri ca LOCOG nhm t co nhng c nhn v cc t chc bn v no l thc hoc gian ln trn Internet.Thi im quyt nhWilliamson xem xt cc nhim v trc , ng t hi v s cn bng ng c th b p quyt nh. V d, nu ng chn gia hai phng n vt mc tiu doanh s l 50 triu vi 70% khn gi ti xem hoc gn t c doanh s 50 triu vi 90% khn gi ti xem Liu ng phi chn phng n no? Liu c s khc bit no nu ng l ngi ca IOC hay ngc li l ngi ca LOCOG? Liu c s khc bit no nu ng l ngi ng u LOCOG hay l ngi ng u ca Phng V. V ng c cm thy s khc bit no trong thi gian sau k Th Vn Hi vi 18 thng trc kh bt u Th Vn Hi.Nh ci nhn cui cng v s tin trin ca Cng Vin Olympic, Williamson quan st, Khi Th Vn Hi 2012 kt thc, liu chng ta c ng mi th v v. Chng ta chp nhn iu . Nhng, c iu chng ta bit chng ta ang i sai ng, vic chng ta cn lm l t sai?

Sheet1Mn th thaoS lng vS lng v bn raSL v c s dngGi vDoanh S MaxDoanh Thu D KinT l ng gpNhm 11,246,000 1,136,650 1,074,913 280,785,000 257,728,000 39.66%Bi li185,000 95%95%35,150,000 33,392,500 5.14%Loi 146,250 43,938 41,741 290 13,412,500 12,741,875 Loi 292,500 87,875 83,481 190 17,575,000 16,696,250 Loi 346,250 43,938 41,741 90 4,162,500 3,954,375 in kinh756,000 90%95%138,915,000 125,023,500 19.24%Loi 1189,000 170,100 161,595 270 51,030,000 45,927,000 Loi 2378,000 340,200 323,190 190 71,820,000 64,638,000 Loi 3189,000 170,100 161,595 85 16,065,000 14,458,500 Th dc dng c185,000 90%90%41,440,000 37,296,000 5.74%Loi 174,000 66,600 59,940 290 21,460,000 19,314,000 Loi 2111,000 99,900 89,910 180 19,980,000 17,982,000 Khai mc v b mc120,000 95%98%65,280,000 62,016,000 9.54%Loi 112,000 11,400 11,172 920 11,040,000 10,488,000 Loi 224,000 22,800 22,344 760 18,240,000 17,328,000 Loi 360,000 57,000 55,860 500 30,000,000 28,500,000 Loi 424,000 22,800 22,344 250 6,000,000 5,700,000 Nhm 21,975,000 1,481,250 1,333,125 172,812,500 129,609,375 19.95%Bng 1,975,000 75%90%172,812,500 129,609,375 19.95%Loi 1493,750 370,313 333,281 140 69,125,000 51,843,750 Loi 2987,500 740,625 666,563 80 79,000,000 59,250,000 Loi 3493,750 370,313 333,281 50 24,687,500 18,515,625 Nhm 34,375,000 3,281,250 2,953,125 196,218,750 147,164,063 22.65%Cc mn TT khc4,375,000 75%90%196,218,750 147,164,063 22.65%Loi 11,968,750 1,476,563 1,328,906 63 124,031,250 93,023,438 Loi 22,406,250 1,804,688 1,624,219 30 72,187,500 54,140,625 Tng cng7,596,000 5,899,150 5,361,163 649,816,250 534,501,438 T l %77.66%70.58%82.25%82.25%