高校舞龙舞狮运动的市场开发策略研究

A Study on Market Development Strategies of the Dragon and Lion Dance in Universities and Colleges

文章采用文献资料、逻辑分析等研究方法,在阐述舞龙舞狮运动经济价值的基础上,对高校舞龙舞狮运动市场化进行可行性分析,提出高校舞龙舞狮运动市场开发的策略。舞龙舞狮运动是中华传统体育项目,在当前市场经济环境下,高校舞龙舞狮运动市场化,无论对运动本身还是对高校体育都能起到双赢作用,也是该项运动发展的必由之路。

As a traditional Chinese sports event, the dragon and lion dance, especially the sports of this sort in universities and colleges can only finds its way along through its marketization under the current market environment ,whieh is a win - win policy not only to the sports itself but also to the physical education in such institutions. Based on the economic value of the dragon and lion dance, the paper analyzes its marketing feasibility with literature data and logical analysis. At the end the market development strat-egies are put forwards for the sports in universities and colleges.