我国申办冬奥会的宣传策略

Publicity Strategy of Chinese Bidding for the Winter Olympics

冬奥会是奥林匹克运动的重要组成部分,通过申办冬奥会传播体育文化,是体育服务人类文明发展的重要内容。向人民积极宣传申办冬奥会对于我国的重要政治、经济、文化意义,提倡公众以实际行动来支持申办冬奥会,具有重要的文化建设意义。以文化为先导的申奥宣传策略,内聚人心,外塑形象,往往能达到很好的宣传效果。论述了从提升我国体育及冬季体育软实力、推动冰雪运动大众化、促进志愿者深入发挥作用等角度进行申奥宣传,并整合宣传方式,采用多元化、体验式、阶段性等宣传手段,增强宣传效应。用高品味的文化宣传,探索文化的冬奥会宣传策略,提升国民体育文化素质,塑造我国体育文化形象。

Winter Olympics is an important part of Olympic Games,and bidding for the Winter Olympics can disseminate the sports culture as a service content for human civilization development. It＆#39;s significant for the cultural construction to publicize the effect of bidding for the Winter Olympics on Chinese politics,economy and culture,to encourage the public to support it with concrete actions. With the public cohesion and the image-building,the culture-oriented strategy of bidding for the Winter Olympics can get a good effect of publicity. The paper discusses how to take the publicity from improving Chinese sports and winter sports soft power,advancing the popularization of ice-snow sports,enhancing the volunteers, role,how to reinforce the advertising effect from integrating the means of diversified experience in different stages. It suggests taking high-quality culture promotion to look for the publicity strategy,to improve the national quality of sports culture,to build the cultural image of Chinese sports.