六个维度:新时代少林功夫文化品牌定位研究  

Six Dimensions: Research on the Positioning of Shaolin Kung Fu Cultural Brands in the New Era

作　　者：姚亚行 Yao Yahang(Songshan Shaolin Wushu Vocational College,Zhengzhou Henan 452470,China)

机构地区：[1]嵩山少林武术职业学院,河南郑州452470

出　　处：《武术研究》2022年第10期14-16,10,共4页Wushu Studies

基　　金：2018年度河南省高等学校青年骨干教师培养计划项目,编号:2018GGJS276;2021年度河南省社科联调研课题,编号:SKL—2021—1635;2021年度河南省体育局体育课题研究项目,编号:202105。

摘　　要：新时代,少林功夫文化品牌的培育涉及到能否满足广大人民群众更高层次消费需求,尤其是在“国内大循环为主体、国内国际双循环”相互促进的新发展格局中如何定位少林功夫文化品牌,值得我们深思。文章在界定少林功夫文化品牌的基础上,定位了少林功夫文化品牌的六个维度,即形象定位、市场定位、价格定位、渠道定位、地理定位、人群定位。这六个方面的品牌定位为少林功夫文化品牌的培育与建设指明了方向,为推广少林功夫文化品牌奠定了客观基础。In the new era, the cultivation of Shaolin Kungfu culture brand involves whether it can meet the higher-level consumption needs of the general public, especially how to position Shaolin Kungfu culture in the new development pattern of "domestic circulation as the main body, domestic and international dual circulation" mutual promotion Brands are worth thinking about. On the basis of defining Shaolin Kung Fu cultural brand, this paper locates six dimensions of Shaolin Kung Fu cultural brand, namely image positioning, market positioning, price positioning, channel positioning, geographic positioning, and crowd positioning. The brand positioning in these six aspects points out the direction for the cultivation and construction of Shaolin Kung Fu cultural brand, and lays an objective foundation for promoting Shaolin Kung Fu cultural brand.

关 键 词：新时代 少林功夫 品牌 定位 维度 

分 类 号：G85[文化科学—民族体育]