以城市形象和传播理论为视角，从传播定位、要素和路径对晋江体育城市形象进行探究。研究认为：“中国体育品牌之都”的传播定位具有历史渊源、现实发展和科学规划的依据。城市发展理念、城市行为、城市标识物和大众媒体构成了晋江体育城市形象的传播要素。整合城市资源要素，确立体育城市的发展理念；集聚体育用品企业，形成体育品牌簇群；积极申办体育赛事，打造晋江独特的体育节庆；设立形象传播政务机构，搭建传播的延伸体系；融合体育城市发展规划，建设特色的体育景观空间布局是晋江体育城市形象传播的主要路径。%In the perspective of city image and communi-cation theory,this paper focuses on the study of communi-cation of Jinjiang’s sports city image which includes three aspects—communicating orientation, elements and ap-proaches. The research shows that the communicating ori-entation, Chinese Capital of Sports Brands, is based on Jinjiang’s history,current development and city planning. The communicating elements consist of development con-cept,city construction,city landmark and mass media. The approaches of communication mainly refer to the following aspects. A, integrating the various resources to establish the development concept of the sports city. B, gathering the sports industry to form a district full of sport brands. C,taking the initiative to sponsor the sports competition to create a unique sports festival. D,setting the institutions to extend the communication system. E,merging with the city planning to build a special sports landscape.
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