文化“走出去”战略背景下中国武术对外发展研究

External Development of Chinese Wushu under the “Going out” Strategy of Culture

分析文化"走出去"战略及其对中国武术对外发展的重要意义。提出发展策略:对海外市场进行深入调研,提高武术在海外的竞争力和占有率;培育具有国际竞争力和影响力的中国武术文化品牌,打造武术文化精品;了解海外市场及其受众所熟悉并乐于接受的武术"讲故事"方式;借助功夫舞台剧海外巡演,促进武术国际化传播;借鉴中国京剧海外营销中"细节决定成败"策略;创新武术文化产业,实现跨越式发展;选择"政府推动、民间配合、贸易主导"的发展模式等。

The paper explored the importance of the ＂going out＂ strategy of culture as well as its positive effect on the external development of Chinese Wushu. It states that in-depth investigation of overseas market should be conducted to increase Chinese Wushu＇s overseas competitive power and share of market. Secondly, culture brands of Chinese Wushu with international competitiveness and influence should be cultivated. Thirdly, the approach of ＂＇ story-telling＂ is taken to break the barrier of language and overseas tour of Kung Fu stage plays is conducted to promote its international influence. Fourthly, the success of China Peking Opera overseas promotion can be learned from and cultural industry of Wushu can be innovated to realize its leap-forward development. Lastly, the development model can be taken with ＂ government-promoted, non-government cooperated and trade-led＂ concept.