基于SWOT-AHP模型的民族传统体育文化产业发展战略研究  

Development Strategy of National Traditional Sports Cultural Industry Based on SWOT-AHP Model

作　　者：刘凤虎[1] 杨斌胜[2] 张辉[2] 

机构地区：[1]山东体育学院武术系,山东济南250102 [2]北京体育大学,北京100084

出　　处：《北京体育大学学报》2016年第8期26-32,共7页Journal of Beijing Sport University

基　　金：山东省社会科学规划一般项目(项目编号:2013CTYJ06)

摘　　要：在国家提高文化软实力和加快发展体育产业的战略背景下,作为具有体育产业和文化产业双重属性的民族传统体育文化产业迎来了新的发展契机。以民族传统体育文化产业发展战略为研究对象,运用文献资料法、问卷调查法、德尔菲法等,对民族传统体育文化产业进行了优势(武术资源丰富、武术产业竞争力较强、民族传统体育文化旅游资源富有特色)、劣势(民族传统体育文化产业链不完整、民族传统体育文化产业融资渠道单一、产业整体规模小)、机会(国家层面政策的大力支持、民族传统体育文化内涵功能日益受到重视、体育产业转型升级和融合发展)、威胁(外域体育文化的冲击、复合型专业人才匮乏、宣传推广的制约)的定性分析,在此基础上,构建了SWOT-AHP定量模型,通过对SWOT中各种因素的定量评价,得出民族传统体育文化产业优势、机会大于劣势、威胁,应采取外部机会与内在优势相结合的SO发展型战略类型,建议实施科技带动、人才强业、资源产业化、产业龙头带动、精品产业等战略,为民族传统体育文化产业的全面发展提供理论指导。In the strategy background of improving culture soft power and speeding up sports industry development,national traditional sports cultural industry,which belongs to sports industry and cultural industry,has a new development opportunity. This paper made a qualitative analysis on advantages,disadvantages,opportunities,and threats of national traditional sports cultural industry by the methods of literature,questionnaire,and Delphi. The advantages are rich Wushu resource,strong competitive ability of Wushu industry,and national traditional sports cultural tourism resources with special features. The disadvantages are incomplete industrial chain,single financing channel,and small industry overall size. The opportunities are strong policy support from government,more attention on its cultural connotation,and upgraded and fusion development of sports industry. The threats are impact of foreign sports culture,lack of compound talent,and restriction of propaganda and promotion. Based on these,this paper constructed a quantitative model of SWOT-AHP. Through the quantitative analysis of SWOT＇s elements,this study concluded that national traditional industry＇s advantage and opportunity are better than disadvantage and threat. SO developmental strategy,which combines outside opportunity and inner advantage,should be taken. It suggested implementing technology driven strategy,talent strategy,resources industrialization strategy,leading industry strategy,and meat industry strategy. This paper provided a theoretical guidance for the development of national traditional sports cultural industry.

关 键 词：民族传统体育 文化产业 武术产业 武术资源 SWOT 层次分析法 

分 类 号：G812.47[文化科学—体育学]