烟台市高校舞狮团体市场化发展SWOT探析

The SWOT Analysis of Collage Lion Dance Marketization in Yantai

运用文献资料法、问卷调查法、数理统计法、专家访谈法、SWOT分析方法等对烟台市舞狮市场化过程中各种因素进行研究。结果显示:高校拥有完善的教学体系和庞大的选材基数等优势,同时也存在着技术难度和观赏性低以及缺乏市场推广经验等劣势;完善的市场经济体制以及国家政策的支持等提供了良好的外部发展机遇,同时也面临着社会舞狮团队的竞争与挑战。研究目的是为制定该区域舞狮运动的发展战略以及保护和传承民族传统体育文化提供参考。

The paper uses the methods of literature consultation,questionnaire,mathematical statistics,expert interviews logical analysis,SWOT analysis to analyze various factors in the process of marketization of lion dance in Yantai. The result shows that colleges and universities have the advantages of a complete teaching system and the enormous material base; at the same time,there are also disadvantages of technical difficulties and low esthetics and lack of marketing experience; perfect market economy system and the support of national policy provides a good external opportunities; at the same time,it is also facing some challenge like the lion dance team＇s competition from the society; the research purpose is to provides reference for formulating lion dance sport development strategy of this area as well as protecting and inheriting traditional sports culture.