中国武术搏击赛事品牌发展分析

发布时间：2018-04-02 04:42

本文选题：武术赛事　切入点：品牌　出处：《山东体育学院》2017年硕士论文

【摘要】：随着经济的发展,人们生活水平的提高,体育赛事发展成为社会各界密切关注的热点问题,国家相关政策法规也向体育进行倾斜。作为中国民族传统项目的武术赛事的发展充满了机遇,其中武术搏击赛事因对抗性强及观赏性较高的特点,发展更为迅速。早在1987年,我国便成功举办“中国功夫VS美国职业拳击赛事”,之后国家体委允许进行赛事经营与开发,中国武术开始市场化探索;2000年“散打王”赛事的出现被认为是武术散打在职业化道路的初步探索。2005年,河南卫视推出《武林风》栏目,至今已运行十余年,是国内具有广泛影响力的搏击赛事品牌。2014年,国家发布关于取消商业性和群众体育赛事的审批,国内各类体育赛事层出不穷。在国家相关政策的支持下,体育赛事兴起的大环境下,武林风、昆仑决、国际武术争霸赛等搏击赛事品牌初步构建,同时国外的“K-1”、“UFC”等知名赛事品牌相继引入中国,武术搏击赛事进入蓬勃发展的阶段。然而在我国武术搏击赛事品牌发展过程中,由于赛事运营不当、经济体制限制等原因,导致赛事更迭频繁,赛事水平参差不齐,不利于武术搏击赛事品牌建设。本文通过运用文献资料法、逻辑分析法和比较法,借助体育赛事品牌构建理论,以国内武术搏击赛事品牌昆仑决赛事为例,从赛事产品、品牌定位、营销策略、管理策略、经济效益及社会效益几个方面,研究中国武术搏击品牌发展现状,同时将国内搏击品牌与外国搏击品牌“K-1”进行比较,提出目前我国搏击品牌发展所面临的问题,并得出以下结论:中国国内武术搏击品牌较于国外品牌具有一定的优势,在规则方面提升了赛事的激烈程度,保证了比赛的公平性,同时,具有国外搏击赛事无可比拟的文化底蕴和精神内涵。但是仍存在着很多的不足,比如我国搏击赛事功能定位不明确、层次不清晰;关于武术搏击赛事方面的法律法规还不健全,尤其是缺乏统一赛事规范,没有科学的赛事规划,致使赛事质量参差不齐;解说嘉宾专业水平不高,选手与嘉宾构成较为单一,未能邀请其他领域的明星参加比赛或者参与解说,无法扩大观众群体;由于成立时间较短、影响力不足、成本控制不力、传统消费观念和经济体制等方面的限制,在社会和经济效益上都远不如国外搏击品牌。并且根据这一结论提出了以下建议:1.明确赛事功能,清晰赛事层次2.健全相关法律法规,需求政策倾向3.注重成本控制,扩展收入来源4.采取立体营销策略
[Abstract]:With the development of economy and the improvement of people's living standard, the development of sports events has become a hot issue that the society pays close attention to. The development of Wushu, as a traditional Chinese national event, is full of opportunities. Wushu fighting is developing more rapidly because of its strong antagonism and high appreciation. As early as 1987, China successfully hosted the "Chinese Kung Fu vs American Professional Boxing Competition," and the National Sports Commission later allowed the event to be run and developed. Chinese Wushu began to be market-oriented; the emergence of the "Sanda King" event in 2000 was considered a preliminary exploration of the professional road of Wushu Sanda. In 2005, Henan Satellite TV launched the "Wulin style" column, which has been in operation for more than 10 years. In 2014, the state issued the approval of canceling the commercial and mass sports events, and various kinds of domestic sports events emerged in endlessly. With the support of the relevant policies of the state, In the general environment of the rise of sports events, Wulin style, Kunlun decision, international martial arts competition and other fighting competition brands have been preliminarily constructed. At the same time, "K-1", "UFC" and other well-known competition brands from abroad have been introduced to China one after another. However, in the process of brand development of Wushu fighting events in China, due to the improper operation of the events, economic system restrictions and other reasons, the event changes frequently, and the level of competition is uneven. This paper, by using the method of literature, logic analysis and comparison, makes use of the theory of brand construction of sports events, taking Kunlun final of domestic Wushu fighting events as an example, from the products of the events. In this paper, brand positioning, marketing strategy, management strategy, economic benefit and social benefit are studied, and the present situation of Chinese martial arts fighting brand is studied. At the same time, the domestic combat brand is compared with the foreign combat brand "K-1". This paper points out the problems facing the development of Chinese combat brand, and draws the following conclusions: Chinese martial arts fighting brand has some advantages over foreign brands, and it improves the intensity of the competition in terms of rules and ensures the fairness of the competition. At the same time, it has the incomparable cultural and spiritual connotation of foreign fight events. However, there are still many deficiencies, such as the unclear function and level of fight events in our country; The laws and regulations on martial arts fighting events are not perfect, especially the lack of uniform competition regulations, lack of scientific competition planning, resulting in uneven competition quality; the professional level of interpretation guests is not high, and the composition of contestants and guests is relatively single. The failure to invite stars from other fields to participate in the competition or to participate in the explanation cannot expand the audience; because of the relatively short time of establishment, the lack of influence, the lack of cost control, the traditional consumption concept and the economic system, and so on, In terms of social and economic benefits, it is far inferior to foreign combat brands. According to this conclusion, the following suggestions are put forward: 1. Make clear the competition function, clear the competition level 2.perfect relevant laws and regulations, demand policy tendency 3. Pay attention to cost control, Expand revenue sources 4. adopt stereoscopic marketing strategy
【学位授予单位】：山东体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G852

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