口碑传播视角下健身气功国际化推广与中国国家形象构建

International Promotion of Fitness Qigong and Construction of China's Image in Perspective of Word of Mouth Communication

基于口碑传播的视角,对健身气功国际化推广与国家形象构建进行探讨。认为:健身气功国际化推广对于中国国家形象建构具有积极的现实意义,健身气功国际化推广过程实质是跨文化传播过程中逐步构建国家形象的过程。分析健身气功推广与传播过程中的成效及存在的主要问题,提出整合资源、成立专门机构,树立以口碑传播为主导的传播理念,创办多语种健身气功网站和专业期刊,控制和消除口碑传播中的负面信息。

From the perspective of word of mouth communication, the present paper researched into the fitness Qigong internationalization and national image construction. It held that the promotion of internationalization of fitness Qigong has positive and realistic significance to the construction of China＇ s image. The promoting process of fitness Qigong nationalization is virtually the process of national image construction during the process of cross-cultural communication. The paper analyzed the effectiveness and problems in fitness Qigong promotion and communication and proposed to integrate resources and set up special institution, to set up the communication philosophy based on word of mouth communication, to establish multi-lingual fitness Qigong websites and academic journals, to control and eliminate the negative information in word of mouth communication.