非物质文化遗产华佗五禽戏品牌构建策略与传播路径研究  

Brand Building Strategy and Communication Path of Huatuo's Five-animal Exercises of Intangible Cultural Heritage

作　　者：徐军 张斌[1] XU Jun;ZHANG Bin(Anhui University of Chinese Medicine,Hefei 230012,China)

机构地区：[1]安徽中医药大学体育健康学院,安徽合肥230021

出　　处：《通化师范学院学报》2025年第2期87-93,共7页Journal of Tonghua Normal University

基　　金：2022年安徽省高等学校省级质量工程项目(2022jcjs066).

摘　　要：华佗五禽戏作为中国传统体育非物质文化遗产的重要组成部分,拥有独特的文化传承价值.文章基于华佗五禽戏的文化内涵及其传播、传承中的品牌化建设意义,提出诸如创新产品形态、讲述品牌故事、建立品牌体系等华佗五禽戏品牌构建策略,以此筑牢品牌传播基础.同时,从教育培训、媒体宣传、主题产品创新和国际交流等维度构建传播路径,期望能为非遗文化的保护、传承与发展提供切实可行的策略支持.As an important part of the intangible cultural heritage of traditional Chinese sports,Huatuo's Five-animal Exercises has a unique cultural inheritance value.This article delves into the cultural connotations and the significance of brand construction of Huatuo's Five-animal Exercises and then proposes brand building strategies such as innovating product forms,telling brand stories,and establishing a brand system,in order to solidify the foundation for its brand communication.At the same time,it builds communication paths from various perspectives,such as educational training,media publicity,the innovation of themed products,and international exchanges,in the hope of providing effective strategic support for the protection,inheritance and development of intangible cultural heritage.

关 键 词：非遗 品牌构建 非遗传播 华佗五禽戏 

分 类 号：G80[文化科学—运动人体科学]