冰雪运动助推下南方城市形象塑造与传播

中图分类号：G80-051 文献标识码：A 文章编号：1002-3488（2026）01-0035-05

Abstract： Under the background of the continuous advancement of the“Southward Expansion， Westward Advancement，and Eastward In-depth Development’strategy foriceand snowsports，southern cities have gradually become new spaces for the dissemination of ice and snow culture and the growth of sports consumption in China.By analyzing the mutually reinforcing role of ice and snow sports and the shaping of southern city images，this study finds thatthe dissemination of ice and snow sports can empower the construction of southern city images， whilecity images can conversely promote the effect of ice and snow sports dissemination.However， currently，the interactionbetween the twostillfaces practical dilemmas，suchasaweak foundation iniceand snow culture lading to insuficient depth in cityimage expression; dominance of one-way dissemination resulting in a lack of interactive feedback loops; insuffcient application of digital technology leading to weak presentationof urban ice and snow images; and imperfect collaborative governance mechanisms leading to insuficient linkage

among subjects. This paper proposes the following paths：cultural coordination to integrate regional cultural genes and shape a southern city ice and snownarrativesystem;mediacoordinationto build a multi-platform communication matrix and expand theinfluence of southern city ice and snow culture; technological coordination to strengthen digital

technology support and enhance the expressionof urban ice and snow images;and governance coordination to improve urban communication governance mechanisms and release the integrated power of ice and snow sports dissemination.By formingan interactive relationship between ice and snow sports and the shaping of southern city images，and achieving deepcouplingat the levels of cultural identity，brand building，and social participation， long-term strategic significance is demonstrated.

Key words： ice and snow sports; southern cities; image shaping; cultural dissemination

随着“带动三亿人参与冰雪运动”目标如期实现，冰雪运动正加速由小众体育过渡到全民参与的新阶段。（剩余6908字）