CAJ | 학술논문

冬奥会是奥林匹克运动的重要组成部分，通过申办冬奥会传播体育文化，是体育服务人类文明发展的重要内容。向人民积极宣传申办冬奥会对于我国的重要政治、经济、文化意义，提倡公众以实际行动来支持申办冬奥会，具有重要的文化建设意义。以文化为先导的申奥宣传策略，内聚人心，外塑形象，往往能达到很好的宣传效果。论述了从提升我国体育及冬季体育软实力、推动冰雪运动大众化、促进志愿者深入发挥作用等角度进行申奥宣传，并整合宣传方式，采用多元化、体验式、阶段性等宣传手段，增强宣传效应。用高品味的文化宣传，探索文化的冬奥会宣传策略，提升国民体育文化素质，塑造我国体育文化形象。
동오회시오림필극운동적중요조성부분，통과신판동오회전파체육문화，시체육복무인류문명발전적중요내용。향인민적겁선전신판동오회대우아국적중요정치、경제、문화의의，제창공음이실제행동래지지신판동오회，구유중요적문화건설의의。이문화위선도적신오선전책략，내취인심，외소형상，왕왕능체도흔호적선전효과。논술료종제승아국체육급동계체육연실력、추동빙설운동대음화、촉진지원자심입발휘작용등각도진행신오선전，병정합선전방식，채용다원화、체험식、계단성등선전수단，증강선전효응。용고품미적문화선전，탐색문화적동오회선전책략，제승국민체육문화소질，소조아국체육문화형상。
Winter Olympics is an important part of Olympic Games,and bidding for the Winter Olympics can disseminate the sports culture as a service content for human civilization development. It's significant for the cultural construction to publicize the effect of bidding for the Winter Olympics on Chinese politics,economy and culture,to encourage the public to support it with concrete actions. With the public cohesion and the image-building,the culture-oriented strategy of bidding for the Winter Olympics can get a good effect of publicity. The paper discusses how to take the publicity from improving Chinese sports and winter sports soft power,advancing the popularization of ice-snow sports,enhancing the volunteers, role,how to reinforce the advertising effect from integrating the means of diversified experience in different stages. It suggests taking high-quality culture promotion to look for the publicity strategy,to improve the national quality of sports culture,to build the cultural image of Chinese sports.