CAJ | 학술논문

采用文献资料法、案例研究法等研究方法，借助CIS战略理论，对运动员国家文化使者形象的构成要素进行分析，对运动员文化使者形象的塑造进行个案探讨，指出运动员形象、名称、logo、标准色、个性动作等要素是运动员文化使者形象塑造的基本内容。运动员文化使者形象的塑造，有利于提高国家知名度，促进国际间的文化交流。21世纪以来，我国运动员文化使者形象塑造进入到了一个崭新时代，运动员的文化使者形象逐渐被挖掘，被赋予多种价值维度；运动员需要依据个性化、系统性和文化性等原则主动塑造和发挥自身的优势，加大自身的多维形象开发。为现代职业运动员的成长提供了可持续发展的绵延不断的动力。
채용문헌자료법、안례연구법등연구방법，차조CIS전략이론，대운동원국가문화사자형상적구성요소진행분석，대운동원문화사자형상적소조진행개안탐토，지출운동원형상、명칭、logo、표준색、개성동작등요소시운동원문화사자형상소조적기본내용。운동원문화사자형상적소조，유리우제고국가지명도，촉진국제간적문화교류。21세기이래，아국운동원문화사자형상소조진입도료일개참신시대，운동원적문화사자형상축점피알굴，피부여다충개치유도；운동원수요의거개성화、계통성화문화성등원칙주동소조화발휘자신적우세，가대자신적다유형상개발。위현대직업운동원적성장제공료가지속발전적면연불단적동력。
Based on literature review, case study and other methods and CIS strategic theory, this paper analyzed elements of national culture emissary athlete image and did case study for their sculpture. This study pointed out that athlete＇s image, name, logo, standard color, personalized movement were the main elements. Sculpturing athlete＇s culture ambassador image could foster nation＇s fame and will enable international cultural communication. Research indicated that since the 21st century, China＇s cultural ambassador athlete image-building had come into a new era. Athlete＇s culture ambassador image had been excavated gradually and given a various value expressions. Athletes have to initiative sculpture and play to their own advantages, which based on personalize, system and cultural principals and enhance their own multi-dimensional image sculpture. This will provide sustainable and con- tinuous momentum for their growth.