“一带一路”战略背景下健身气功的发展策略研究

Development Strategy of Gymnastic Qigong under “the Belt and Road Initiatives”

运用文献资料法、专家访谈法、逻辑分析法等研究方法,基于"一带一路"战略背景下,较为全面、系统地分析了健身气功发展遇到的新机遇以及当前存在的问题。新的机遇包括增加文化认同、扩大传播市场、开拓传播途径等三方面。在海外推广过程中存在的问题包括推广主体单一、传播者综合素质参差不齐、宣传力度不够、受众群体范围狭窄、传播机构匮乏、产品开发较少等。建立"一带一路"沿线各国健身气功协会、增加健身气功人才培养、加大宣传力度,扩大受众群体、加快产品开发,促进健身气功产业发展等策略,以期待更好地弘扬和传播中国传统文化,助推"一带一路"建设。

By using the methods of literature, expert interview and logical analysis, based on the background of ＂the Belt and Road Initiatives＂ strategy, this paper comprehensive and systematic analysed the new opportunities and existing problems during the development of gymnastic qigong. The new opportunities included three aspects which were increasing cultural identity, expanding the market and expanding the channels of communication. In the process of overseas promotion, there were several problems, such as unitary suject, the quality of the disseminators unevenly, lack of publicity, narrow scope of the audience,lack of communication institutions, and lack of product development. The establishment of national qigong association along ＂the Belt and Road Initiatives＂ root can increase personnel training, strengthen propaganda,expand the audience, accelerate product development and promote the development of health qigong industry,which in order to better promote and spread the traditional culture China, boost ＂the Belt and Road Initiatives＂ construction.