(1.南京体育学院 江苏省运动与健康工程协同创新中心，江苏 南京 210014；2.复旦大学 管理学院，上海 200433) 摘 要：研究认为组织的社会认同是实现其主体性地位的基本前提，组织社会认同能够提升体育社会组织的自主能力和组织动员体育资源的能力，进而拓展体育社会组织的生存发展空间，摆脱组织的道德法律困境，进而提高体育社会组织治理主体性地位。从社会认同的来源类型看，社会认同主要来自于身份认同和系统认同两个方面，从来源主体来看主要来自于政府行政主体、体育组织内部成员、各类媒介机构(个人)、体育服务对象、市场关联主体、社会捐赠主体等利益相关者，并体现出重要性程度的不同。当前我国体育社会组织存在着公共性的悖离、专业性的欠缺、自治性的不足、整合性的乏力等问题，直接导致组织社会认同整体不高的局面。提出建立体育社会组织“利益共同体”，形塑整体意识；打造体育社会组织“内核”，提升身份认同；完善体育社会组织外部支持，赋予系统认同；实施体育社会组织“战略传播”，赢得舆论支持等组织社会认同等路径。 |
WANG Kai1，2
(1.Jiangsu Collaborative Innovation Center for Sports and Health Engineering，Nanjing Sports Institute，Nanjing 210014，China；2.School of Management，Fudan University，Shanghai 200433，China) Abstract: The study believes that the social identity of the organization is the basic prerequisite for achieving its subjective status, and that can enhance the autonomy ability of sports social organizations and the ability to mobilize sports resources, thus expanding the survival and development space of sports social organizations to get rid of mo-rality and legal dilemma of the organization, and then improve the dominant position of sports social organization governance. From the perspective of the source and type of social identity, social identity mainly comes from two aspects namely identity identity and system identity, and from the perspective of source subject, it mainly comes from government administrative subjects, members within sports organizations, various media agencies (individu-als), sports services targets, market-related subjects, social donor subjects and other stakeholders, which also reflects the difference in importance degree. At present, domestic sports social organizations have such problems as lacking of publicity deviation, professional deficiency, autonomic weakness, and overall feebleness, which directly leads to a situation that the overall social identity of the organization is not high. Based on this, the study proposes to estab-lish a "community of interest" among sports social organizations to produce the overall consciousness; building the inner "core" of sports social organizations to enhance self-identity; improving the external support of sports social organizations and endowing the systematical recognition; implementing the "strategic communication" of sports so-cial organizations to gain the support of public opinion and other related organizational social identity paths.
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