太极拳文化遗产的品牌深度活化研究

Research of Brand Revitalization on Tai Chi Cultural Heritage

太极拳既是我国优秀传统民族文化的精髓,又是文化强国建设的重要内容。近些年来,太极拳文化在发展群众体育、体育产业等方面发挥着重要作用。但是,由于遭受到西方实用主义、功利主义等强势文化的冲击,太极拳文化逐渐淡化。如何传承和推广太极拳文化成为了当代研究的热点问题。本文运用文献资料、调查访谈和综合分析等研究方法,在探讨太极拳文化遗产品牌活化内涵和时代诉求的基础上,从品牌共鸣、品牌表现、品牌情感和品牌知名度等方面构建太极拳文化活化体系,提出了建设文化品牌社群、挖掘文化品牌精髓、创新文化品牌业态、加强文化品牌宣传和推进文化国际品牌等对策,旨在不失传统民族文化本真元素的基础上进行各方面的创新和发展,让太极拳文化深度"活"起来。

Tai Chi was not only the essence of Chinese excellent traditional culture, but also an important part of the building of a strong cultural country. In recent years, Tai Chi culture played an important role in the development of mass sports, sports industry and other aspects. However, it was impacted by the western sports culture, pragmatism, utilitarianism and so on. How to inherit and promote the Tai Chi culture became a hot issue in contemporary studies.Using the research methods of literature, expert interview and comprehensive analysis, this paper discussed cultural heritage brand connotation and times requirement, built Tai Chi culture activation system from brand resonance, brand performance, brand sentiment and brand awareness, put forward the strategy of building culture brand community, mining the essence of cultural brand, innovating cultural brand business, strengthening cultural brand promotion and promoting cultural international brands, to carry out innovations and developments in various aspects on the basis of the essence of traditional ethnic culture, and to make Tai Chi culture more live.