|（1.School of Physical Education，Jiangxi Normal University，Nanchang 330027，China；2.School of Physical Education，Nanchang Aeronautics University，Nanchang 330063，China）
Abstract: The Beijing Olympic Games had established a model of developing diplomacy via major sports events. In the mean time, China’s sports diplomacy in the post-Olympic period also faces challenges, e.g. the functions of sports diplomacy need to be further developed, active and flexible diplomatic policies need to be focused on, the control of international sports speech right is far away from being well done, a nice environment for public opinions on international sports diplomacy has not been established yet. With the development of international relations, sports diplomacy that carries forward the conception of soft power will inevitably become an important constituent of national diplomatic strategies as its national image building and promoting function is ever increasingly high-lighted.
Key words: sport sociology；sports diplomacy；post-Olympic period；China