基于SWOT视角下武术与跆拳道“包装”传播的对比性研究分析

A Comparison Study on the Wrapping and Publicity of Martial Arts and Taekwondo

以武术和跆拳道为个案。通过文献资料法、逻辑分析法、态势分析法,旨在从服装、礼仪、文化、段位制、影视等角度研究武术和跆拳道"包装"传播的差异,期待能够发现武术"包装"传播存在的问题,以及相应的优势。同时也可以了解竞争对手的优劣势,为战胜对手奠定理论支持。

The article takes martial arts and taekwondo as the examples of study,adopts the methods of documentation,logical analysis and the Superiority Weakness Opportunity Threats(SWOT） analysis. It studies the difference in wrapping and publicity between the two,in order to discover the problems and the superiority of martial arts in publicity. At the same time,it helps to understand the pros and cons of rivals,providing some theoretical support.