2008年,第29届奥运会将在北京举行,“新北京、新奥运”为首都经济的发展提供了历史性机遇,也将成为中国企业和品牌发展强有力的助推器。笔者以为,2008奥运会对中国企业的价值大致分为品牌和市场两个层面。大多数企业主要凭借奥运平台传播和提升品牌价值,尤其是致力于国际化发展 In 2008, the 29th Olympic Games will be held in Beijing. “New Beijing, New Olympics” provide historical opportunities for the development of the capital economy and will also become a powerful promoter for the development of Chinese enterprises and brands. The author believes that the 2008 Olympic Games, the value of Chinese enterprises can be broadly divided into brand and market two levels. Most enterprises rely mainly on the Olympic platform to spread and enhance the brand value, in particular, is committed to the international development