上海国际马拉松赛事形象识别系统的构建策略

Establishment of the Event Image Recognition System of Shanghai International Marathon

DOI：

英文关键词:Shanghai International Marathon event image theory of public relations

基金项目:上海市教委创新项目《上海体育赛事群信息平台构建研究》（文科重点，13ZS108）

作者	单位
陶茜	上海体育学院
陈国强	上海体育学院

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中文摘要:

本文运用文献资料法、专家访谈法等研究方法，借助公共关系中的公共传播理论及CIS理论，对上海国际马拉松赛的形象塑造现状进行分析。通过对比北京、厦门及国外知名马拉松赛，从理念层面、行为层面和视觉层面，提出建立赛事形象识别系统的建议。本文认为存在于赛事中的特定体育公共关系，能够促使赛事主、客体通过传播与沟通达成和谐统一的关系，进而为赛事形象的构建奠定坚实基础，推进赛事的传播与发展。

英文摘要:

Applying the methods of documentation and expert interview and with the theories of public communication and CIS in public relations, the article analyzes the status quo of the image creation of Shanghai International Marathon. Through the comparison between the marathons in Beijing, Xiamen and some well-known marathons in the world, it suggests establishing an event image recognition system from the aspects of concept, behavior and vision. The article holds that the special sports public relations existing in events may help the communication between the subject and object of the event and reach the relationship of harmony and unity. Thus a solid foundation can be laid for the event image and the spread and development of the event can be further promoted.

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