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"China Netcom's Olympic marketing is not just a simple product promotion, but an activity around the Olympic theme." Zhao Jidong said, "Before the Olympic Games, there will be 22 theme activities, and China Netcom should actively participate."
On June 24th, 2006, the "Olympic Day Long-distance Running Event" sponsored by the Chinese Olympic Committee and undertaken by China Sports Industry Group and local sports bureaus was held in eight cities in China, including Beijing, Tianjin, Shanghai and Shenyang. China Netcom not only provided title sponsorship for the whole event, but also distributed a limited number of commemorative calling cards for the event, and reported the activities of all cities on CNCMAX, the first video website in China managed and operated by it.
Zhao Jidong believes that employees, customers and sports enthusiasts from all walks of life of China Netcom have participated in the long-distance running, and gained wide influence, which fully embodies the broad mind of "China Net, Wide World", and also well conveys the Olympic spirit and the concept of national fitness.
As one of Netcom's Olympic theme activities, the "China Netcom Olympic Fitness Community Tour" jointly sponsored by China Netcom, the State Sports General Administration and the All-China Federation of Trade Unions was officially launched in Chaoyang Park Community on August 5th. The activities included theme Olympic fitness knowledge, Netcom's communication consulting service, "Fitness Lecture Hall" given by scientific fitness experts, free physical fitness test, "the best in the community" game, and prize-winning knowledge quiz. As an Olympic partner, Netcom organically combines its own business and activities, extends its services to the community, provides real zero-distance services for the people, and implements "one-touch, comprehensive services". Not only the promotion of products and services, but also the satellite communication car will be driven to the event site, so that ordinary people can really feel the service of Netcom.
During the activity, the community manager of Netcom walked into the community to explain the services of Netcom fixed line, broadband and PHS to the community residents and answer their questions in detail. "Community Manager System" allows people to experience the thoughtful service of China Netcom without leaving home.
Zhao Jidong told reporters with great excitement, "Olympic champion Li Na also came to the event site and set off a small climax. The participation of sports celebrities has made the residents' enthusiasm very high. The event will be held in more than 50 communities in ten provinces and cities including Beijing, Tianjin, Shijiazhuang, Hebei, Zhengzhou, Henan, Jinan, Shandong, Taiyuan, Shanxi, Hohhot, Jilin, Changchun, Shenyang, Liaoning, Harbin and Heilongjiang. Community residents all over the country can appreciate the Olympic culture carried by China Netcom. On the basis of ensuring Olympic communication, China Netcom began to spread the Olympic spirit widely. China Netcom should not only directly meet the communication needs of the Olympic Games and build a real broadband Olympics, but also make China Netcom gain Olympic benefits and provide more satisfactory services to its customers with the help of the pulling effect of the Olympic market. Therefore, China Netcom has put forward an Olympic strategy consisting of three parts: guarantee plan, development plan and radiation plan.
-Olympic security plan. According to the needs of Olympic communication services, we will formulate a stable and advanced implementation plan and a safe and convenient guarantee plan to ensure the complete success of Olympic communication services, including 12 professional Olympic facilities construction plan, IT support system plan, service guarantee plan, safety management plan and Olympic project management plan. Among them, the security and stability of the network are the primary considerations. China Netcom will adopt stable and mature technology, give full consideration to Olympic emergencies and multiple network protection, and do a good job in security protection. In the next three years, China Netcom will also carry forward the Olympic spirit of "Faster, Higher and Stronger", work hard and strive for perfection in strict accordance with its commitments, and ensure that 2008 will present the world with the most successful Olympic Games in terms of communication guarantee.
-Olympic development plan. With the help of the pulling effect of the Olympic market, we will carry out planned marketing activities, promote brand promotion, business innovation, market pulling and cooperative development, and realize the Olympic benefits. China Netcom will use the Olympic brand and Olympic-related activities, events and groups to carry out special marketing activities, and formulate a strategic overall marketing plan around the main line of Olympic strategic development. In the time interval, this plan will last until 20 12, reaching its climax in 2008, and maximizing the Olympic brand effect through the cumulative effect of communication.
-Olympic radiation plan. With the help of the brand radiation effect of the Olympic Games, we will promote the overall improvement of various management work of China Netcom Group, including human resources plan, service quality management plan, corporate culture construction plan and process reengineering plan. The characteristics of this plan will be reflected in corporate culture, and excellent corporate culture is the sublimation of Olympic communication.
China Netcom will firmly seize the opportunity of the Olympic Games, link the glory of the Olympic Games with the glory of the enterprise, and strive to create the future glory of the Olympic Games and Netcom. 20 12 July, when Zhang Chunjiang, the general manager of China Netcom Group, launched a general mobilization campaign for more than 300,000 employees of Netcom, he asked everyone to seriously implement the Olympic strategy implementation plan with a more rigorous attitude, a more pragmatic style and a more scientific method, and do their best to serve the Olympic Games, so as to live up to their mission and win glory for the country. Over the past two years, employees of China Netcom have shouldered the glorious mission of the Olympic Games and the glory of the enterprise, worked hard and were willing to contribute, and actively worked together with all parties to promote the Olympic communication construction.
At present, six branches of China Netcom Group in the Games-time cities have taken action and done a lot of fruitful work around the Olympic strategy. Beijing Broadband Integrated Services Transport Network, an important communication platform for the Olympic Games, has been successfully completed, which is also the largest intelligent optical network system in China. Most of the 37 Olympic competition venue projects and 15 non-competition venue projects started during the year. China Netcom has established working relations with all venue owners, collected and confirmed the basic information of each venue, and defined its responsibilities and rights as a fixed communication service partner of the Olympic Games. At present, China Netcom has completed 1 1 review and feedback on the draft of the newly-built venue, and is in the process of 13 review and feedback on the draft of the renovated and expanded venue; Completed the draft review and technical scheme of major non-competition venues such as National Convention Center (including MPC, IBC and Archery Hall), Olympic Village and Media Village. Completed the communication project of BOCOG former office building and Bob office building. Signed a long-term cooperation agreement with the owners of the International Conference Center (Beichen Group) and the Olympic Sports Center; Sign HDTV transmission agreement with other cooperative companies for Beijing 2008 Olympic Games; China Netcom and China Bank have reached a strategic partnership for the Olympic Games. In the future, the two sides will actively cooperate in information exchange and sharing, new product development and business cooperation, customer service and resource sharing, and joint marketing of Olympic themes. China Netcom signed a strategic partnership agreement with VISA International. The two sides will establish a strategic partnership on the Olympic platform, carry out comprehensive cooperation in brand, marketing and technology, make full use of the resource advantages of both sides and the business opportunities of the Beijing 2008 Olympic Games, and build a platform dedicated to serving customers.
Looking forward to the future, the Beijing Olympic Games will surely become the most successful and truly broadband Olympic Games in Olympic history with the help of China Netcom, a "century-old shop".