太极拳传播的文化品牌培育与发展策略研究

On culture brand cultivation and development strategies in the popularization process of Tai Chi

采用文献资料、专家访谈和综合分析等研究方法,在探讨太极拳的文化品牌培育概念、意义和太极拳传播的文化品牌命名的基础上,从太极拳传播产品维度的文化品牌定位、竞争维度的文化品牌定位、受众维度的文化品牌定位、战略层面的文化品牌定位等4个方面分析了太极拳传播的文化品牌定位问题,同时,提出了大力发展太极拳文化产业、走全民健身发展之路和构建多元化支持太极拳文化品牌培育与发展的保障体系,为研究太极拳传播的文化品牌培育与发展策略提供参考。

The thesis analyzes the orientation of culture brand of Tai Chi irom its product dimension, competition dimension, audience dimension and strategic level through application of the research methodology of documentation, expert interviews and synthetic analysis and so on. On the basis of discussion of the concept, significance and entitlement of Tai Chi culture brand. Meanwhile, the thesis proposes reference to cultivation and development strategies of Tai Chi h^r vigorous development of Tai Chi cultural industry. The research findings are to enrich the content and cultural value of Tai Chi theoretical system and thus to serve the construction of a cultural and sports power. Key words ：