少林功夫的品牌战略研究

Brand Strategy Research of Shaolin Kong Fu

本文以文献资料为线索。通过实地考察和直接参与相关活动,并借助少林学、武术学、文化学、经济学等来研究"少林功夫"的世界品牌问题。从三个方面展开讨论:1)从"少林事件"中引发维权行动;2)少林市场的现状是少林武技有增无减、旅游观光异常火暴、商业演出震惊海外、功夫经济获得双赢。3)打造"少林"世界化品牌方略为:齐心合力、首推"申遗",与时俱进、开展合作,树立品牌、抢占市场,文化产业、大有可为,广纳贤才、从长计议。

Based on the methods of documentary, investigation, practice, this paper researches on the problem to establish world＇s nameplates using Shaolin,Kungfu,culture science, economics. It discusses from three aspects： the first one is the right vindication from the ＂Shaolin event＂; the second one is the actuality that the number of the Shaolin schools is growing, the tourist industry is flourishing, the business shows is so famous in the world that wins the development of Kungfu and economy; the last one is the tactics to establish world＇s nameplates： we should make concerted efforts to apply the world legacy, keep pace with the world, cooperate, set up nameplates, occupy the market, develop the cultural industry, recruit followers and establish long--term plans.