A Study On The Organizational Image Of The Guangji Zen Temple In Nanyue And The Strategy Of Foreign Communication

Religion is an important fieldof the spiritual life for contemporary Chinese people. As mentioned in astudy, the number of religious believer reached 300 million approximately in china. In addition,85% of the Chinese people possess some faiths for religious and participate religious events. It means only 15% of Chinese people are true atheist. Last March, the president Xi of PRC visited the UNESCO headquarters. During his speech on the topic of mutual communication of Human civilization, he mentioned the important role of Buddhismin China more than once, because the Buddhism has deep backgrounds and important social function in our country. At the same time, Buddhism has the extreme positive influence on the inheriting and carrying forward traditional Chinese culture, the construction of a new culture and practice of the Chinese spiritual civilization.Buddhist Temple plays an important carrier of the cultural communication and social obligation. It is also an important place to hold religious events and activities. Nanyue guangji temple is one of the typical monastery in southwest China. Until February of this year, the camp has already been held for 114 times since 2009. It played a demonstrative effect on the spread of Buddhist culture, social stability and harmonious development and the building of a peaceful spiritual home. Although Guangji Temple has been initially established with its own characteristics, and can be distinguished from other temple’s images of the organization, but there are still a lot of limitations on the external communication of its organizational image. External communication organization image determines how ahead the organization can go. If there is no communication, the organization will be unknown, even moving away from the public. Therefore, the study of the external communication strategy for the image of the organization is one of the important condition that contributes Guangji Temple to establishits own values and social functions.In this study, theoretical and empirical investigation methods are combined of to conduct adeep and comprehensive analysis on the external communication strategyfor the image of the Nanyue guangji temple, It is divided into the following three parts:The first, this study analyzed the background of the Nanyueguangji temple’s external communication strategy. And of the relevant historical documents, theoretical research studies related to communication strategies were consolidated and analyzed. Further more, the research objectives of this study, research ideas, research methods, as well as theoretical and practical significance of this study were introduced.The second, based on the interviews for the core staff in Guangji Temple, take the externalpublic as survey object, from the actual situation of Guangji Temple, The questionnaire for the spread of the external image of the Guangji Temple were compiled from the real situation of the Guangji Temple and from the view points of the subject, the object and the relationship between them. This part investigated and analyzed the current status and the problems of the external communication of the Guangji Temple’s image in detail so that we can make a solid foundation for the effective Communication strategy for the image of the organization.In the third part, based on the completion of the relevant theoretical research and empirical investigation, we will establish the strategy for the image communication of Nanyue guangji temple,mainly from the perspective of the communicators, dissemination of information, communication channels and the public.This study created the initial blue print of the external communication strategiesfor the Guangji Temple and built in numerical practical evidence to enrich the contents on the study of the communication of the organizational image. This study applied the empirical study method to conduct research on the external communication for the organization image of the Guangji Temple. It found the major issues on the aspect of the external communication of the organization image and provided suggestions to solve the problems.Those suggestions can also be used by other temples on external communication of the organization image.