定位理论视角下河南省特色体育文化产业品牌建设的路径选择

The Path About Construction of Special Sports Culture Industryof Henan Province in Terms of Positioning Theory

采用swot分析法,对河南省现有的特色体育文化资源进行分析,找出体育文化产业发展的优势、劣势、机会和威胁。通过研究,把河南体育文化产业聚集区分为:少林武术产业区、太极拳产业区、航空运动产业区、水上运动休闲产业、"四区一带"旅游经济区等产业集聚区,并从空间定位、产业定位和品类定位来分析各聚集区体育文化产业的品牌建设路径。

The article uses the SWOT analysis method to analyze the existing sports culture resources in Henan province,and to find out the advantages,disadvantages,opportunities and threats of the development of sports culture industry.Through the research,the Henan sports and cultural industries are grouped into'four districts area'tourism economic zones:Wushu Industrial Area,Taiji Industrial Area,Aviation Sports Industrial Area and Water Sports Leisure Industry.From the spatial positioning,industrial positioning and category positioning it analyzes of the brand construction path of the sports culture industry in each agglomeration area.