冬奥会对国家形象与软实力的影响机制研究
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摘要
举办奥运会已成为国家开展国家营销、提升国家软实力和国家形象的战略手段和重要举措。在北京获得2022冬奥会举办权的背景下,我们有必要借鉴赛事赞助理论、认知心理学等相关领域研究成果,研究奥运会影响国家形象的作用机制,找出其认知发展的规律,为北京2022冬奥会提升中国国家形象和国际影响力提供参考。研究从冬奥会与国家形象的关系入手,借助认知心理学视角的图示理论与关联网络记忆模型,深入分析了冬奥会影响主办国国家形象的作用机制,归纳了影响品牌形象转移过程与效果的可能因素,论述了冬奥会与主办国之间的品牌形象转移关系。
Hosting Olympic Games has been strategically used by many countries for nation branding and soft power enhancing. With Beijing set to organize the 2022 Winter Games,it's pivotal to explore the image impact mechanism of Olympics on the host country,so as to provide practical implications for nation branding through the Beijing Winter Games. Based on the event sponsorship theory grounded in cognitive psychology including schema and associative net work model,this paper examined the image impact of the Winter Games through Brand Image Transfer( BIT) between the Olympic brand and the host country brand,as well as possible factors affecting the BIT process and results. The study believes that the Winter Olympics can be regarded as the products and services provided by the host country,and the construction of its brand connotation is very important. The Winter Olympics will bring both opportunities for improvement and the risk of damage to the national image of the host country. The media plays a vital role in the process and effect of the influence of the Winter Olympics on the national image of the host country. The host country should maximize the positive impact of the Winter Olympics on the country's image by implementing an active and effective media communication and public relations strategy.
Hosting Olympic Games has been strategically used by many countries for nation branding and soft power enhancing. With Beijing set to organize the 2022 Winter Games,it's pivotal to explore the image impact mechanism of Olympics on the host country,so as to provide practical implications for nation branding through the Beijing Winter Games. Based on the event sponsorship theory grounded in cognitive psychology including schema and associative net work model,this paper examined the image impact of the Winter Games through Brand Image Transfer( BIT) between the Olympic brand and the host country brand,as well as possible factors affecting the BIT process and results. The study believes that the Winter Olympics can be regarded as the products and services provided by the host country,and the construction of its brand connotation is very important. The Winter Olympics will bring both opportunities for improvement and the risk of damage to the national image of the host country. The media plays a vital role in the process and effect of the influence of the Winter Olympics on the national image of the host country. The host country should maximize the positive impact of the Winter Olympics on the country's image by implementing an active and effective media communication and public relations strategy.
引文
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[31]王恒利,周文静,王立燕.新时代下北京冬奥会的使命传承[J].哈尔滨体育学院学报,2018,36(4):64-69.
[32]李小兰,阚军常,张宏宇.北京2022年冬奥会背景下我国滑雪产业转型升级研究[J].体育文化导刊,2018(3):82-86.
[33]谢永民.体育强国视域下举办2022年北京-张家口冬奥会的现实路径探索[J].广州体育学院学报,2018,38(2):16-19.
[34]单琛蕾,张伟,郝鹏飞.北京冬奥会对我国冰雪运动的影响[J].南京体育学院学报,2018,1(1):40-44.
[35]王剑虹,李刚.冬奥会对京津冀地区城市发展的文化效应探索[J].冰雪运动,2018,40(3):79-82+96.
[2]Jonathan Grix,Paul Michael Brannagan.Conceptualizing States’“Soft Power”Strategies through Sports MegaEvents[J].Diplomacy&Statecraft,2016,27(2):251-272.
[3]Grix,Jonathan Lee,Donna.Interdisciplinary International Relations[J].Global Society,2013,27(4):521-536.
[4]Boulding,Kenneth E.National images and international systems[J].Conflict Resolution,1959,3(2):120-131.
[5]孙有中.国际政治国家形象的内涵及其功能[J].国际论坛,2002(5):17-21.
[6]Nye,J.Soft power:the origins and political progress of a concept[J].Palgrave Communications,2017(8):53-57.
[7]汪涛,邓劲.国家营销、国家形象与国家软实力[J].武汉大学学报,2010,63(2):249-253.
[8]Gwinner,K.A model of image creation and image transfer in event sponsorship[J].International Marketing Review,1997,14(3):145-158.
[9]Gwinner,K.,&Eaton,J.Building brand image through event sponsorship:The role of image transfer[J].Advertising,1999,18(4):47-57.
[10]Gwinner,K.,Larson,B.V.,et al.Image transfer in corporate event sponsorship:Assessing the impact of team identification and event sponsor fit[J].International Journal of Management and Marketing Research,2009,2(1):1-15.
[11]Abreu Novais,Arcodia.C.Measuring the effects of event sponsorship:Theoretical frameworks and image transfer models[J].Travel&Tourism Marketing,2013,30(4):308-334.
[12]Gareth Smith.Brand Image Transfer Through Sponsorship:A Consumer Learning Perspective[J].Marketing Management,2004,20(3-4):457-474.
[13]Collins A.M.,Loftus,E.F.A spreading activation theory of semantic processing[J].Psychological Review,1975,82(6):407-428.
[14]Anderson,J.R.A spreading activation theory of memory[J].Verbal Learning and Verbal Behavior,1983,22(3):261-295.
[15]Keller,K.L.Conceptualizing,measuring and managing customer based brand equity[J].Marketing,1993,57(5):1-22.
[16]乐国安.图式理论对社会心理学研究的影响[J].江西师范大学学报,2004,37(1):19-25.
[17]Fiske,S.T.,Taylor,S.E.Social Cognition[M].New York:Mc Graw-Hill.1991:37-40.
[18]许静.图式理论在跨文化交际中的运用[J].国际政治研究,1999(4):137.
[19]乐国安.图式理论对社会心理学研究的影响[J].江西师范大学学报,2004,37(1):19-25.
[20][瑞士]皮亚杰.发生认识论原理[M].王宪钿,译.北京:商务印书馆,1981:72-76.
[21]Davis,J.The Olympic Games Effect:How Sports Marketing Builds Strong Brands[M].Singapore:John Wiley,2008:30-32.
[22]Gwinner,K.,Eaton,J.Building brand image through event sponsorship:The role of image transfer[J].Advertising,1999,18(4):47-57.
[23]Abreu Novais,Arcodia,C.Measuring the effects of event sponsorship:Theoretical frameworks and image transfer models[J].Travel&Tourism Marketing,2013,30(4):308-334.
[24]Abreu Novais,Arcodia C.Measuring the effects of event sponsorship:Theoretical frameworks and image transfer models[J].Travel&Tourism Marketing,2013,30(4):308-334.
[25]Cornwell,T.Bettina,Clinton S.Weeks,et al.Sponsorship-Linked Marketing:Opening the Black Box[J].Advertising,2005,34(2):21-42.
[26]Gareth Smith.Brand Image Transfer Through Sponsorship:A Consumer Learning Perspective[J].Marketing Management,2004,20(3-4):457-474.
[27]Samu S.,Krishnan H.S.,Smith R.E.Using advertising alliances for new product introduction:interactions between product complementarity and promotional strategies[J].Marketing,1999,63(1):57-74.
[28]邱雪.冬奥会与举办城市互动关系研究[J].中国体育科技,2018,54(5):13-17.
[29]秦晨晨,于冲.北京冬奥会背景下我国冰雪基础设施发展现状与路径选择[J].当代体育科技,2018,8(19):219-220.
[30]向军.国际冬季奥运项目区域竞技实力解析及我国冬奥项目发展的路径之选[J].南京体育学院学报,2018,1(6):69-75.
[31]王恒利,周文静,王立燕.新时代下北京冬奥会的使命传承[J].哈尔滨体育学院学报,2018,36(4):64-69.
[32]李小兰,阚军常,张宏宇.北京2022年冬奥会背景下我国滑雪产业转型升级研究[J].体育文化导刊,2018(3):82-86.
[33]谢永民.体育强国视域下举办2022年北京-张家口冬奥会的现实路径探索[J].广州体育学院学报,2018,38(2):16-19.
[34]单琛蕾,张伟,郝鹏飞.北京冬奥会对我国冰雪运动的影响[J].南京体育学院学报,2018,1(1):40-44.
[35]王剑虹,李刚.冬奥会对京津冀地区城市发展的文化效应探索[J].冰雪运动,2018,40(3):79-82+96.