隨著我國綜合國力的提高和整體競技力的增強,體育在塑造國家形象、增強國家軟實力和提升我國對外傳播能力等方面都做出了獨特的貢獻。然而,在體育對外傳播的過程中表現出傳播主體單一、渠道狹窄、內容失衡、受眾模糊等問題較為突出,在較大程度上影響體育對外傳播的范圍和實際效果。為有效清除發展中的障礙,提出我國體育對外傳播需要形成多主體傳播以實現大傳播意識,注重全媒傳播以突出媒介融合的作用,通過"球土化"傳播搭建國內外溝通的橋梁,加強受眾細分以增強對外傳播的針對性,從而建設平衡、綠色的體育對外傳播生態系統。

With the increase of China’s comprehensive national strength and the enhancement of China’s overall competitive sports strength, sport has made a unique contribution to such aspects as shaping our national image, boosting national soft power and enhancing China’s international communication ability. However, problems such as undiversified communication subjects, narrow channels, unbalanced contents and ambiguous audiences etc, which showed up in the process of sports international communication, are quite serious, affecting the range and actual effect of sports international communication to a great extent. In order to remove the obstacles in development, the authors put forward that for Chinese sports international communication, China needs to form multi-subject communication in order to realize extensive communication awareness, to focus on all-media communication in order to highlight the functions of media fusion, to build bridges for domestic and foreign communication via "glocalized" communication, and to further audience segmentation in order to enhance the pertinence of international communication, thus building a balanced, green ecosystem for sports international communication.