摘要
陈氏太极拳作为焦作武术文化品牌的杰出代表,在国家体育总局等有关部门的指导以及河南省委、省政府的高度重视下,逐渐成为国家文化最具代表性的动态符号之一。运用文献资料法、逻辑分析法、专家访谈法等科研方法,以大健康背景下陈氏太极拳品牌营销策略为研究对象,将陈氏太极拳作为一个品牌,运用营销学相关理论进行深入研究。在阐明陈氏太极拳品牌营销内涵的基础上,剖析太极拳品牌营销的尴尬困境,进而为陈氏太极拳品牌营销提出应用策略,充分发挥陈氏太极拳在大健康背景之下更新人民健康观念、塑造人民健康身体、创造市场健康经济、营造社会健康环境的功能价值。
As an outstanding representative of Jiaozuo Wushu culture brand,Chen's Taijiquan has gradually become one of the most representative dynamic symbols of national culture under the guidance of relevant departments such as the State General Administration of sports and the high attention of Henan provincial Party committee and provincial government.Using the methods of literature review,logical analysis,expert interview and other scientific research methods,this paper takes Chen's Taijiquan brand marketing strategy under the background of great health as the research object,takes Chen's Taijiquan as a brand,and carries out in-depth research by using marketing theory.On the basis of expounding the connotation of brand marketing of Chen's Taijiquan,this paper analyzes the dilemma of brand marketing of Chen's Taijiquan,and then puts forward application strategies for brand marketing of Chen's Taijiquan,so as to give full play to the functional value of Chen's Taijiquan in renewing people's health concept,shaping people's health body,creating a healthy market economy and creating a healthy social environment.
作者
崔梦丽
李卓嘉
张宇程
李世宏
Cui Mengli;Li Zhuojia;Zhang Yucheng;Li Shihong(Graduate School of Harbin Institute of physical education,Harbin Heilongjiang 150008,China;Sports Department of Harbin Institute of technology,Harbin Heilongjiang 150001,China;Institute of national traditional sports of Harbin Institute of physical education,Harbin Heilongjiang 150008,China)
出处
《武术研究》
2020年第12期51-54,共4页
Wushu Studies
基金
国家体育总局武术研究院重点项目,编号:WSH2019A003。
关键词
大健康
陈氏太极拳
品牌营销
great health
Chen's Taijiquan
brand marketing
