中国武术散打赛事的商业开发研究

发布时间：2018-07-27 16:59

【摘要】：我国现代武术散打自1979年开始试点发展至今已经历了近40年的时间,经过几代武术人的努力,武术散打已形成了自己一套独立的训练、比赛、管理的体系,并不断在商业化、市场化的道路上探索着。在国家体育政策的大力支持下,以及人民群众日益增长的精神需求下,伴随着体育产业的迅速发展,体育竞赛表演的市场潜力正在不断扩大。武术散打赛事作为宣扬武术文化,推动武术散打运动可持续性发展的重要组成部分,其商业开发仍处于起步阶段,因此,结合现阶段我国武术散打赛事的实际情况,分析我国武术散打赛事所面临的机遇,找出制约我国武术散打赛事商业开发的主要因素,是本研究的主要出发点。本文采用了文献资料法、问卷调查法、访谈法、实地调查法、个案分析法、数理统计法、对比分析法,理顺了我国武术散打赛事开展的历史,结合我国武术散打赛事的基本现状,从商业赞助、电视转播权的开发、门票收益、衍生品的开发、包装推广、广告宣传、媒体宣传七个方面对我国武术散打赛事商业开发情况进行分析,找出制约我国武术散打赛事商业开发的主要因素。在此基础上,为我国武术散打赛事的商业开发提出对策。研究结论如下:1.赛事数量逐年增多规模逐年扩大,但经济发达区域办赛频率不高;2.管理制度不完善,造成运动员参赛受限制;3.赛事收益不明显,与赞助企业合作不紧密,衍生品仍待开发;4.对赛事的包装宣传推广不足,宣传手段不能与时俱进。根据研究提出的主要对策如下:1.加强武术散打与媒体合作,重视互联网的传播作用;2.完善武术散打赛事产业链,实现盈利方式多样化发展;3.重视体育中介的联系作用,培养体育中介人才;4.成立武术散打赛事联盟,完成武术散打职业化建设;5.改善竞赛规则,提升赛事观赏度;6.加强体制改革,建立健全武术散打约束机制。
[Abstract]:The modern Wushu Sanda of our country has gone through nearly 40 years since 1979. After several generations of Wushu people's efforts, Wushu Sanda has formed its own independent training, competition and management system, and has been exploring the road of commercialization and marketization. Under the strong support of national sports policy, and the people, With the growing spiritual demand of the masses, with the rapid development of the sports industry, the market potential of sports competition performance is expanding. As an important part of the Wushu Sanda Competition, which promotes the Wushu culture and promotes the sustainable development of Wushu Sanda movement, its commercial development is still in its infancy. Therefore, it is combined with our country at the present stage. The actual situation of Wushu Sanda events, the analysis of the opportunities faced by the Wushu Sanda events in China, the main factors which restrict the commercial development of Wushu Sanda events in China, are the main starting points of this study. This paper adopts the literature data method, questionnaire survey method, interview method, field investigation method, case analysis method, mathematical statistics method, comparative analysis method, In order to straighten out the history of Wushu Sanda events in China, combined with the basic status of Wushu Sanda events in China, the commercial development of Wushu Sanda events in China is analyzed from seven aspects: commercial sponsorship, the development of TV broadcasting rights, ticket income, development of derivatives, packaging and promotion, advertising and media publicity, and to find out the restrictions on China's martial arts. On the basis of this, the main factors of commercial development of the Wushu Sanda Competition are put forward. The conclusions are as follows: 1. the number of events increasing year by year is increasing year by year, but the frequency of competition in the economically developed areas is not high; the 2. management system is not perfect, the competition of the athletes is restricted, and the income of 3. events is not obvious, Not close cooperation with sponsoring enterprises, derivatives still need to be developed; 4. the promotion and promotion of the packaging of events is insufficient and the means of publicity can not keep pace with the times. The main countermeasures are as follows: 1. strengthen the cooperation between the Wushu Sanda and the media, pay attention to the spread of the Internet; 2. improve the industrial chain of Wushu Sanda events and realize the diversified development of profit. 3. pay attention to the relation of sports intermediary, train the sports intermediary talents; 4. set up the alliance of Wushu Sanda events, complete the professional construction of Wushu Sanda; 5. improve the competition rules, improve the viewing degree of the events; 6. strengthen the system reform, and establish and improve the restraint mechanism of Wushu Sanda.
【学位授予单位】：武汉体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G852.4

【相似文献】