| （烟台大学 人文学院新闻传播系，山东 烟台 264005） 摘 要：2008年在成功举办北京奥运会后，中国提出由世界体育大国向世界体育强国迈进。迈进新时期面对西方体育文化的强势传播，中国体育文化传播应提升到战略高度，而战略设计的关键是中国体育文化发展与传媒策略的“主线重构”，即以文化诉求为切入点，通过体育传媒资源与体育文化的互动，形成中国体育文化传播研究和运作的新机制。 |
CHENG Xue-feng
| （Department of News and Propagation，College of Humanities，Yantai University，Yantai 264005，China) Abstract: After the successful hosting of Beijing Olympic Games in 2008, China put forward the transformation from a big country of sport in the world to a powerful country of sport in the world. Facing the aggressive commu-nication of western sports culture in the new period, Chinese sports culture communication should be lifted up to a strategic height, while the key to strategic design is “the main line construction” of Chinese sports culture develop-ment and media strategies, i.e. to form a new mechanism for Chinese sports culture studying and operating via the interaction between sports media resources and sports culture, starting with cultural needs. |
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