冬奥冰上舞龙的呈现及推广策略研究  

Research on Presentation and Promotion Strategy of Winter Olympics on Dragon Dance on Ice

作　　者：姚琼[1] 段全伟[2] 何英[2] 樊卓益 YAO Qiong;DUAN Quan-wei;HE Ying;FAN Zhuo-yi(Guangzhou Sport University,Guangzhou 510500,China;Beijing Sports University,Beijing 100084,China)

机构地区：[1]广州体育学院,广东广州450000 [2]北京体育大学,北京100084

出　　处：《广州体育学院学报》2021年第2期73-76,共4页Journal of Guangzhou Sport University

基　　金：2019年国家社科基金“利益相关者视阈下我国民间体育赛事协同治理研究”(编号:19BTYB016)。

摘　　要：运用文献资料、专家访谈和逻辑分析等研究方法,对北京冬奥背景下冰上舞龙的呈现以及推广策略展开研究。结果表明:冰上舞龙具有丰富的文化内涵及多彩绚烂的展示形式,是中华优秀传统文化传承与发展的有效路径。提出了借助北京2022年冬奥会的影响,加大冰上舞龙的展示、宣传力度;依托冬奥平台,奠定冰上舞龙的群众基础;发挥竞赛的杠杆作用,推动冰上舞龙赛事化、国际化发展等推广策略。通过研究,以期为冰上舞龙运动的普及与发展提供具有指导性的意见和建议。Using research methods such as literature method,expert interview method and logical analysis method,research on the presentation and promotion strategy of dragon dance on ice under the background of Beijing Winter Olympics.The results show that the ice dragon dance has rich cultural connotations and colorful and splendid display forms.It is an effective path for the inheritance and development of Chinese excellent traditional culture.This article proposes to use the influence of the Beijing 2022 Winter Olympics to increase the display and publicity of the ice dragon dance;rely on the Winter Olympics platform to lay a mass foundation for the ice dragon dance;use the leverage of the competition to promote the ice dragon dance Promotion strategies such as competition and international development.Through research,we hope to provide instructive opinions and suggestions for the popularization and development of ice dragon dance.

关 键 词：2022冬奥会 冰上舞龙 推广策略 

分 类 号：G811.212[文化科学—体育学]