| 南京青奥与城市形象传播研究 |
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| 引用本文： | 杨春莉,季嵘.南京青奥与城市形象传播研究[J].南京体育学院学报(自然科学版),2014(1):154-157. |
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| 作者姓名： | 杨春莉 季嵘 |
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| 作者单位： | [1]南京农业大学体育部,江苏南京210095 [2]江苏省体育局训练中心,江苏南京210033 |
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| 基金项目： | 南京农业大学人文社会科学基金资助项目（编号：SK2012012）. |
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| 摘 要： | 南京青奥会为南京城市形象传播提供了一个历史性的契机.从形象塑造角度来说青奥会的申办提升了南京的外界认知,筹备与举办改善城市形象硬实力,筹划与推广提升城市形象软实力.青奥会为南京形象的传播提供了一个进行“事件营销”,构建“第三方话语同盟”,进行“主体下移”传播,“体验传播”与“口碑传播”的绝好机会.提出了南京进行整合传播的形象传播路径.
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| 关 键 词： | 南京 青奥会 形象 城市 传播 |
Nanjing Youth Olympic Games and the City＇s Image Communication Research |
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| YANG Chun-li,JI Rong.Nanjing Youth Olympic Games and the City＇s Image Communication Research[J].Joournal of Nanjing Institute of Physical Education:Natural Science,2014(1):154-157. |
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| Authors: | YANG Chun-li JI Rong |
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| Institution: | 1. Nanjing Agricultural University,Nanjing 210095,China;2. Jiangsu Sports Bureau Train-ing Center,Nanjing 210033,China) |
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| Abstract: | Nanjing Youth Olympic Games in Nanjing cityimage transmission provides a historic opportunity. Fromthe point of view of image building YOG bid to enhancethe awareness outside of Nanjing,preparing and organizingto improve the city＇s image of hard power,planning andpromotion of soft power to enhance the city＇s image. Nan-jing YOG provides an image of the spread of a “eventmarketing”,build a “third-party discourse alliance”,the“principal Down” spread,“experiential communication”and “word of mouth” a great opportunity. Nanjing pro-posed to integrate the image of the propagation path prop-agation. |
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| Keywords: | Nanjing Youth Olympic Games images city propagation |
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