散打商业赛事品牌文化及推广研究——以河南卫视“武林风”栏目为例  

On Brand Culture and Promotion of Sanda Commercial Events——Taking Henan TV's "Wulin Wind" as an example

作　　者：刘彩云 郑立杰 张燕[1] Liu Caiyun;Zhang Lijie;Zhang Yan(College of Physical Education,Jishou University,Jishou Hunan 416000,China;College of Physical Education,Hunan University of Science and Technology,Changsha Hunan 410000,China)

机构地区：[1]吉首大学体育学院,湖南吉首416000 [2]湖南科技大学体育学院,湖南长沙410000

出　　处：《武术研究》2018年第6期43-45,共3页Wushu Studies

摘　　要：体育商业赛事品牌文化已成为体育赛事市场竞争的核心要素,以"武林风"为研究对象,探寻我国散打商业赛事品牌文化的推广策略。采用文献资料法、专家访谈法、调查法等,分析"武林风"散打商业赛事品牌文化内涵及其价值,并对其推广策略进行研究。The brand culture of sports commercial events has become the core element of competition in sports competitions, and the research object of ＂WULIN FENG＂ is to explore the promotion strategy of the brand culture of San da commercial competition in China. This paper analyzes the connotation and value of brand culture of Sanda commercial tournament by means of literature, expert interview and investigation, and studies the promotion strategy.

关 键 词：散打 商业赛事 品牌文化推广 

分 类 号：G85[文化科学—民族体育]