对闽台合作行销民俗体育文化创意产业的思考  

On the Cooperation between Fujian and Taiwan Folk Sports Cultural Creative Industry Marketing

作　　者：谢军[1] XIE Jun(College of Physical Education, Jimei University, Xiamen 361021, China)

机构地区：[1]集美大学体育学院,福建厦门361021

出　　处：《体育科学研究》2018年第3期1-8,共8页Sports Science Research

基　　金：2016年福建省社科重点项目(FJ2016A019);福建省教育厅重点基金项目(JA13171S)

摘　　要：运用问卷调查法、访谈法、文献资料法、德尔菲法以及层次分析法,对闽台合作行销民俗体育文化创意产业的制约因素进行调查。结果认为:影响闽台合作行销民俗体育文化创意产业的因素主要包括两岸政策、民众意识形态、价值认知、区域发展不均衡、普及与推广路径弱化、产业结构不平衡、人才规模小等。同时提出了加强举措、高起点规划、打造平台、拓展路径、营造环境、建立统计系统的对策思路。By using questionnaire survey method,interview method,literature data method,Delphi method and analytic hierarchy process,the restrictive factors of the cooperation between Fujian and Taiwan in marketing folk sports culture and creative industry were investigated. Results show that cooperation between Fujian and Taiwan folk sports cultural creative industry marketing factors mainly include the cross-strait policy,people’s ideology,value cognition,unbalanced regional development,popularization and promotion path to weaken,imbalance of industrial structure,personnel and small size. At the same time,six countermeasures are put forward,including strengthening measures,high-starting planning,building platform,expanding path,creating environment and establishing statistical system.

关 键 词：闽台 民俗体育文化 创意产业 影响因素 对策思路 

分 类 号：G80-05[文化科学—运动人体科学]