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采用文献资料法、案例研究法等研究方法,借助CIS战略理论,对运动员国家文化使者形象的构成要素进行分析,对运动员文化使者形象的塑造进行个案探讨,指出运动员形象、名称、logo、标准色、个性动作等要素是运动员文化使者形象塑造的基本内容。运动员文化使者形象的塑造,有利于提高国家知名度,促进国际间的文化交流。21世纪以来,我国运动员文化使者形象塑造进入到了一个崭新时代,运动员的文化使者形象逐渐被挖掘,被赋予多种价值维度;运动员需要依据个性化、系统性和文化性等原则主动塑造和发挥自身的优势,加大自身的多维形象开发。为现代职业运动员的成长提供了可持续发展的绵延不断的动力。
Using the methods of literature review and case study, this dissertation uses the CIS strategy theory to analyze the elements of the image of the athlete’s national culture and makes a case study on the image of the athlete’s cultural messenger. It points out that the athlete’s image, name, logo, standard color , Personality movements and other elements are the basic content of the image of athlete culture messenger. The shaping of the image of athlete culture messenger helps to raise the national popularity and promote the international cultural exchange. Since the 21st century, the image of China’s athlete culture messenger has entered a brand-new era. The image of athlete’s messenger has been gradually excavated and endowed with various value dimensions. Athletes need to take the initiative to shape and exert themselves based on the principles of individuality, systematization and culture The advantages of increasing their multi-dimensional image development. For the growth of modern professional athletes provided a continuous momentum of sustainable development.