摘要
以太极拳作为研究对象,综合运用文献法、比较法、讨论法等研究方法,结合营销管理理论,探讨研究"太极拳品牌产业化逻辑分析"问题,主要结论是太极拳品牌产业化逻辑按照"构建公司型组织、创立品牌、延伸扩张品牌、产业化"思路实施:(1)构建太极拳公司型组织,以公司为依托逐步实施产业化;(2)创立太极拳品牌,对太极拳进行功能定位、标准化设计与传播及正确塑造太极拳品牌形象;(3)采用直接延伸、改进延伸、系列化延伸、跨界延伸等策略,促使品牌规模扩张;(4)通过借鉴国内外体育产业发展经验、重视人才培养、营销整合传播、多元化产业发展、政府支持及全民参与等途径,加快太极拳产业化实现。
This paper aims to study taijiquan brand industrialization, based on the research methods like documentation, comparison and discussion, together with marketing management. The basic conclusion is that taijiquan brand industrialization can be implemented by building corporate organization, setting up brand, extending brand and industrialization ： （ 1） to build corporate organization , and implement industrialization gradually relying on corporation ; （ 2 ） to set up taijiquan brand, adopt functional orientation , standardized designt and propagation to taijiquan, and create correct tianjiquan brand image ; （ 3 ）to develop a series of scale expansion through the strategies of direct, improved, serialized and trans - boundary extension, （ 4 ） to accelerate tianjiquan industrialization through learning sports industry development experience from home and abroad , attaching importance to talent cultivation, marketing integration spreading , multi - industry development, government support and all - people participation.
出处
《南京体育学院学报（社会科学版）》
北大核心
2011年第3期42-46,共5页
Journal of Nanjing Institute of Physical Education
关键词
太极拳
品牌
产业化
逻辑分析
taijiquan
brand
industrialization
logic analysis
