摘要
举办奥运会已成为国家开展国家营销、提升国家软实力和国家形象的战略手段和重要举措。在北京获得2022冬奥会举办权的背景下,我们有必要借鉴赛事赞助理论、认知心理学等相关领域研究成果,研究奥运会影响国家形象的作用机制,找出其认知发展的规律,为北京2022冬奥会提升中国国家形象和国际影响力提供参考。研究从冬奥会与国家形象的关系入手,借助认知心理学视角的图示理论与关联网络记忆模型,深入分析了冬奥会影响主办国国家形象的作用机制,归纳了影响品牌形象转移过程与效果的可能因素,论述了冬奥会与主办国之间的品牌形象转移关系。
Hosting Olympic Games has been strategically used by many countries for nation branding and soft power enhancing.With Beijing set to organize the 2022 Winter Games,it’s pivotal to explore the image impact mechanism of Olympics on the host country,so as to provide practical implications for nation branding through the Beijing Winter Games.Based on the event sponsorship theory grounded in cognitive psychology including schema and associative net work model,this paper examined the image impact of the Winter Games through Brand Image Transfer(BIT)between the Olympic brand and the host country brand,as well as possible factors affecting the BIT process and results.The study believes that the Winter Olympics can be regarded as the products and services provided by the host country,and the construction of its brand connotation is very important.The Winter Olympics will bring both opportunities for improvement and the risk of damage to the national image of the host country.The media plays a vital role in the process and effect of the influence of the Winter Olympics on the national image of the host country.The host country should maximize the positive impact of the Winter Olympics on the country's image by implementing an active and effective media communication and public relations strategy.
作者
刘东锋
LIU Dong-feng(Shanghai University of Sport,Shanghai 200438,China)
出处
《体育学研究》
CSSCI
北大核心
2019年第1期17-25,共9页
Journal of Sports Research
基金
国家社科基金项目:2022年北京冬奥会对中国国家软实力的影响及提升路径研究(项目编号:18BTY048)
关键词
冬奥会
国家形象
软实力
品牌形象转移
认知心理学
Winter Olympics
national image
soft power
brand image transfer
cognitive psychology
