On the Export of Chinese Sports Culture in the Context of Globalization

In the context of the globalization of modern western competitive sports, it is necessary to export the valuable Chinese sports culture, which advocates "harmony" and "being cultivated physically and morally". Beginning with the concept and necessity of export of sports culture, this paper analyzes the developing opportunities that China is meeting. At last, some suggestions provided are as following. 1. China should export Chinese sports culture though large-scale sports matches, sports stars, sports films, books, network and so on. 2. The strategies applied to the cultural export should follow three steps: firstly, the export should arouse Chinese people's "self-consciousness" about Chinese sports culture, so that excellent Chinese sports culture would thrive in China; secondly, Chinese and westerners' acceptance of mutual cultures should be regarded as an access to the export. Meanwhile, much importance should be attached to the "culture package" of sports stars and sports brands that will be exported abroad. At last, the cultural export should insist on the developing strategy that gives first place to the Olympic Games, and second place to the export among the folks as a complement.