武术推广策略研究

Promotion Strategy for Wushu

研究表明,武术的推广必须综合运用定位策略、产品策略、价格策略、渠道策略和促销策略等多种策略。具体而言,结合差异化战略,首先将武术定位成一种成功的生活方式,根据目标受众的不同有针对性选择不同武术项目进行推广,并将其化繁为简,化难为易,再从服装、场地、机械等方面进行包装。努力建成以学校为主要阵地、辅以健身房、网络、电视、武馆、书籍等渠道构成的立体交叉、全面覆盖的武术传播网络。最后,通过广告、人员推销、公共关系等活动激发人们习武热情,将武术变成全国人民的生活方式。

The paper show that the promotion of Wushu must make use of positioning strategy,product strategy,pricing strategy,channel strategy and marketing strategy and other strategies.In particular,we must position Wushu as a successful way of life based on differential positioning strategy,choose different programs for different target audiences and simplify it.It is useful to beautify it from clothing,sites,machinery and other aspects.We have to try hard to build a comprehensive communication network which is complemented by the school,gym,Internet,television,Wuguan,books and other channels.Finally,we must transform the Wushu into a way of life people across the country through advertising,personal selling,public relations activities.