中国奥委会推进“Team China”国家品牌计划的现实基础、功能定位及路径选择

The Realistic Basis,Functional Positioning and Path Choice of“Team China”National Brand Plan Promoted by Chinese Olympic Committee

中国奥委会“Team China”国家品牌计划的提出既是中国体育事业健康可持续发展的现实需要,也是更好服务奥林匹克运动与文化传播的重要途径。运用文献资料法和逻辑分析法,对“Team China”国家品牌计划发展问题进行探讨和分析。研究表明,“双奥”的巨大成功、奥运会可持续发展面临的挑战、国家的高度重视、中国奥委会角色的重新定位是“Team China”国家品牌计划发展的现实基础;打造中国奥委会品牌建设新载体、提供奥运会合作的“中国样板”、推动奥林匹克运动与文化发展、促进中国体育事业健康可持续发展是“Team China”国家品牌计划发展的重要功能。为实施好“Team China”国家品牌计划,提出要兼顾品牌建设本土化和国际化,打造国家品牌组织载体,并从角色调整、目标优化、品牌提升、服务共享、动力转型5个方面提出具体建设路径。

The proposal of the“Team China”national brand plan of the Chinese Olympic Committee is not only the practical need for the healthy and sustainable development of China’s sports undertakings,but also an important way to better serve the Olympic movement and cultural communication.By using the methods of literature and logical analysis,this paper discusses and analyzes the development of“Team China”national brand plan.The research shows that the great success of“the Double Olympic Games”,the challenge of sustainable development of Olympic Games,the high attention of the country and the repositioning of the role of the Chinese Olympic Committee are the realistic basis for the development of“Team China”national brand plan;it is an important function of“Team China”national brand plan to build a new carrier for the brand building of the Chinese Olympic Committee,provide a“Chinese model”for Olympic cooperation,promote the development of the Olympic movement and culture,and promote the healthy and sustainable development of China’s sports undertakings.In order to implement the“Team China”national brand plan,it is proposed to take into account both the localization and internationalization of brand building,build a national brand organization carrier,and propose specific construction paths from five aspects,including role adjustment,goal optimization,brand promotion,service sharing,and power transformation.