公共关系视角下中国体育代表团形象管理存在的问题与对策研究

文章采用文献资料法，以中国体育代表团形象管理为研究对象，分析了中国体育代表团形象管理存在的问题，并提出了相应的对策建议：重视形象管理，将形象纳入代表团管理目标；导入CIS形象识别系统，推进和完善体育代表团形象管理；充分利用各种信息沟通传播手段展现、传播形象；提升危机应对能力，加强危机公关。在吸取北京奥运会经验的基础上，中国体育界应进一步重视形象管理，提升体育代表团的形象，为体育发展和社会价值发挥创造良好的条件。

On the Image-management of Chinese Sports Delegation from the Perspective of Public Relations

The image - management of Chinese sports delegation was the research object, it ＇ s problems were analyzed1 and the corresponding countermeasure proposal was put forward by using the method of documentary . The following measures could been adopt to strengthen the delegation image management：paying more attention to the image management l incorporating image into the object plan of delegation management ; importing CIS image recognition sys- tem so as to promote and perfect the sports delegation image management; making full use of various information communication method to broadcast and show image; improving the abili- ty of dealing with the crisis of public relations . Through summing up the lessons and experi- ence of Beijing Olympic Games , Chinese sports circles should pay more attention to image management and promote sports delegation ＇s image so as to create good conditions for the fur- ther development of Chinese sports.