Research On The Path To Shaping The Image Of Sports Associations In Jiangsu Province

With the vigorous development of mass sports in our country,the national fitness program strategy,health China strategy and urban and rural integration strategy successively promulgated and implemented,such as sports social organizations become China's mass sports development and reform of enterprise and even the hot topic in the Chinese society.sports social organizations,as the bridge and link to keep in close contact with the masses,will play an increasingly important role in meeting the people' s needs for better sports,promoting communication and exchanges,flourishing sports culture,and promoting the benign operation of society.Sports organization is an important part of sports social organizations,in the context of reform of materialization,its role in the mass sports development will increasingly highlight,sports association as a "political,social,information and" three-way interaction between bridge and the link,in carries on the government public sports services,and social capital in the process of absorbing,in the face of multiple governance how well coordinated community work the key point is,don't want to make cooperation with a strong market economy utility color as well as "the total society" strong administrative color,the image is the key of the parties to the trust.Explicit image of the organization and the core idea is to organize the important contact strength,have good organization image of social organization,can often observe the laws and regulations and obey the leadership,and standardize the government comply with the "top-level design" of the government,the adjustment according to the content change decision direction and work plan,and can be closely keep communication with the government,has a good image can make the organization more policy inclination and support by government,so as to promote its development.However,communities in the process of development of sports in China has been faced with poor systems and mechanisms,capital operation,lack of facilities,internal management is not perfect enough and lack of reserve forces such as numerous problems of its own development,with the government of gradual reform of marketization of existence predicament,on organization management mode,there are "strong dependency",how to use its image,to enter the market to carry out the social marketing and better serve the mission organizations lack of necessary analysis and judgment.Based on this,this paper,based on positioning theory,image building theory and service scenario theory,studies the image building of sports associations in China under the framework of civil society analysis.First of all,discusses the significance and the value of the sports community image creation,further through the Delphi method to establish evaluation index system of sports organization image,and through the complete index system by applying the method of qualitative research interviews for part of jiangsu provincial sports clubs,review of the present status of the sports community image creation,excavate the necessity of sports community image creation,summarize the general rule of our country sports club image creation and related experience,in view of the current face reality,Further put forward by the premise of "image creation,the timing of role positioning,image shaping environment survey,the creation of image creation,system building,image shaping convey,communication strategy,image shaping sustainable-image management" five aspects of sports system to build corporate image,and with detailed case citations,through the theoretical model and empirical analysis case,put forward the sports community image creation strategies and Suggestions.