| 论我国职业体育的形象塑造 |
| |
| 引用本文： | 韩开成,王健.论我国职业体育的形象塑造[J].吉林体育学院学报,2004,20(3):6-7. |
| |
| 作者姓名： | 韩开成 王健 |
| |
| 作者单位： | [1]郑州大学体育学院，河南郑州450044 [2]河南师范大学体育学院，新乡453002 |
| |
| 摘 要： | 与国外职业体育发达国家相比，我国职业体育形象建设中存在主要问题可以概括为：重视视觉识别系统建设，轻视行为识别系统建设，忽视理念识别系统建设。研究认为：职业体育界应更新经营理念，树立社会营销观，注重自身形象建设；注重天才球员的培养，提高联赛水平和质量；加强同媒体的联系，积极推进职业体育的宣传和推广工作；运用多种媒介，积极开展公关工作；注重危机处理，重塑自身形象；培养和引进高级体育经营管理人才。
|
| 关 键 词： | 中国 职业体育形象 组织形象 CIS 企业识别系统 社会营销观 体育比赛 |
Discussion on CI of Chinese Professional Sports |
| |
| Han Kaicheng Wang Jian.Discussion on CI of Chinese Professional Sports[J].Journal of Jilin Institute of Physical Education,2004,20(3):6-7. |
| |
| Authors: | Han Kaicheng Wang Jian |
| |
| Abstract: | In the course of reformation and development of Chinese professional sports, we should place emphases on the construction or building of CI of professional sports. Compared with developed foreign professional sports, however, there are still lots of problems during the course of professional reformation of Chinese sports, among which the construction of Ci of Chinese professional sport is serious one.In order to improve the construction of CI of Chinese professional sports, the paper brings out that professional associations, sports clubs and athletes should emphasize on the construction of CI of themselves: firstly, the management of professional sports should renew the principles of management, and set up the idea of social marketing; secondly, it should make a point of the cultivation of genius athletes, increasing the level and quality of professional sport leagues; thirdly, it should also enhance the connection with various news mediums, enlarging its publicity and influence; fourthly, it should develop its public relations by applying all kinds of methods and make full use of various mediums; fifthly,it should take some effective measures to deal with kinds of crisis of public relations;finally, it also pays emphases on cultivating elite sports managers. |
| |
| Keywords: | Chinese professional sport corporation identity construction |
| 本文献已被 CNKI 维普 等数据库收录！ |
|
