大众传播语境中的武术产业发展方略  

A study on the development strategy of Martial arts industry in mass communication context

作　　者：吴宣廷 WU Xuanting(Wushu Academy of Shanghai Sport University, Shanghai 200483, Chin)

机构地区：[1]上海体育学院武术学院,上海200438

出　　处：《辽宁体育科技》2017年第3期4-7,共4页Liaoning Sport Science and Technology

摘　　要：在大众传播的形势下,对武术产业的现状与发展方略进行研究,结果表明:武术产业当前主要存在以下问题:武术产业基础薄弱,武术用品产业发展滞后,武术赛事缺乏知名品牌,武术产业缺乏媒体宣传力度。针对存在的主要问题,提出以下方面的解决办法:简化武术技术体系,提高武术的群众认同性,增加群众武术消费;完善武术用品业,打造武术产品特色品牌;建立武术特色品牌产业,凸显中国优秀传统文化;利用2022年北京冬奥会之契机,带动武术产业发展,促进武术传播。This paper studies the current situation and development strategy of martial arts industry under the situation of mass communication, the results have shown that the martial arts industry currently has the following main problems： the base of martial arts industry is weak, martial arts supplies industry development lag, martial arts competition lack of well-known brands, martial arts industry lack of media propaganda. In order to solve the main problems, we propose the following solutions： to simplify the martial arts technology system, to improve the mass identity of martial arts, to increase the consumption of the masses of martial arts; to improve the martial arts industry, to create martial arts product characteristics of the brand; the establishment of martial arts characteristics of brand industry, highlighting Chinese outstanding tradition culture; the use of the 2022 Beijing Winter Olympic Games opportunity to promote the development of martial arts industry and the spread of martial

关 键 词：大众传播 武术产业 中国特色 武术传播 

分 类 号：G80-05[文化科学—运动人体科学] G852[文化科学—体育学]