Research On Chinese Sports Star Brand In National Image View

Sports as a way of communication, in the context of intercultural communication are all obstacles, such as society, language, religion, culture, national limits can be broken by sports, exchanges and cooperation through the athlete's body show, the equivalent of "barrier-free" mode of transmission, helps people to know and understand a country quickly.A sports event or a famous sports athletes can let people impression of the country, the sports communication is rapidly improving and one of the important means of building national image.For better understanding of the spread of the Chinese sports brand in the international status quo, based on the study of the New York times reports, and to study the Chinese sports stars as the breakthrough point. Full text is divided into six chapters:The second chapter: the existing related to the Chinese sports brand and sports star brand generalizes the research literature, to review the domestic and foreign research results, specific research for later analysis provides a reference.The third chapter:based on the study of research results at home and abroad, and national image correlation analysis sports brand, serve as a reference for later analysis.The fourth chapter: the research methods in detail in this paper.Research method with content analysis as the core, to overseas mainstream media, the influential print- the New York times from 2005 to 2015, this decade of news reports on sampling, set the number of reported, news sources, news style, product variety, product brand, reported issues, describe vocabulary, reports tend to be eight research category, by encoding the news text into data to analyze systematically described.The fifth chapter analyze the typical reports, supplemented by the content analysis of before, try to research more comprehensive sports stars and the relationship between the national image.The sixth chapter: this paper summarizes the research conclusion, analyses the internal and external factors that affect the conclusion, puts forward the Suggestions of the development of product brand for China.Based on the study of Chinese sports star image in the American media neutral on the whole, in specific Angle is shown as: first, China's "national system" authoritarian and is often criticized;Second, China sports leaders absence or;Third, China's sports stars is beyond imagination of commercial value, and to explore.Chinese sports stars and national image correlation embodied in: first, the excellent Chinese sports star is conducive to China's national image building;Second, China's sports stars misconduct can damage China's national image;Third, for China's sports stars positive reports provide negative public opinion guidance, will cause the opposite effect.Influenced by cultural differences, the correlation of the two countries strategic positioning and the influence of political reasons.Through the New York times, content analysis, the author hope that through this study, for the Chinese sports stars and the further development of Chinese sports brand, provide some inspiration.