高等体育院校借力高水平赛事塑造形象的策略

Strategies for Image Building Through High-level Sporting Events for Institutes of P.E.

高水平赛事汇聚大众传媒和社会公众的关注,是赛事组织方塑造品牌形象的重要契机。通过对高校形象内涵的分析,提出高等体育院校在公众中存在刻板印象,可借力高水平赛事的举办,发挥自身优势,开展多方互动,自塑、他塑与合塑品牌,消弭负面刻板印象,树立良好形象。

High-level sporting events can attract mass media and public concern so that they prowde important op- portunities for the organizers to build their own brands. In this paper, through the analysis of images of universities and the possible stereotype, the authors proposed that institutes of P.E. should take an active part in hosting high-level sporting events, giving yield to their own advantages and building good images.