中国武术文化品牌化推进路径

Branding Promotion of Chinese Wushu Culture

运用品牌学、文化学等学科理论,对中国武术文化品牌化培育的价值意蕴进行阐释:推进中华文化创新的终极追求,践行"文化中国"国家意志的根本动力,增强中华文化有效传播力的核心要义。据此构建四位一体的武术文化品牌化推进路径:以先进科技手段为支撑,科学凝练中国武术文化元素;以打造全产业链为目标,系统构建中国武术文化品牌;以时代发展需要为主题,适时呈现中国武术文化成果;以差异市场定位为战略,精准营销中国武术文化产品。

The study used brand science and culture science to interpret the value of branding cultivation of Chinese Wushu culture,that is,to promote the innovation of Chinese culture,and experience the leading force of national will in ＂Cultural China＂,thus to enhance the effective dissemination of culture.Therefore,a four-in-one promotion path of Wushu culture branding is established： to extract Chinese Wushu and its cultural elements with advanced technological means; to build a systematic brand of China Wushu culture with the whole industry chain as the building goal;to showthe achievements of Wushu with the need of era development as the theme; difference positioning being the strategy to precisely market Chinese Wushu cultural products.