争霸的线索:武术散打赛事市场化与职业化发展研究

Hegemony Clues:Research on the Development of Wushu Sanda Event's Marketization and Professionalization

采用文献资料调研、逻辑分析等方法,对20世纪90年代以来中国武术散打赛事市场化与职业化发展进行分析。在中国武术散打赛事市场化与职业化发展进程中,争霸是一条贯穿始终的线索。然而,一系列武术散打争霸赛并未取得预期的效果,究其原因,主要在于定位不明确,赛事体系不完善;缺乏赛事经营经验;市场培育不充分,缺乏核心的盈利模式;项目化思维,赛事品牌与品类意识不足。武术散打赛事市场化与职业化的深入发展,还需进一步明确赛事的职业化定位,构建相对完善的职业赛事体系;务实经营,注重赛事的能量积累;培育市场,寻求互联网时代的盈利模式;打造品牌,强化赛事品牌与品类意识。

This paper analyzes the development of Wushu Sanda event＇s marketization and professionalization since the 90s in 20 century, with the methods of literature review, logical analysis and etc. Hegemony is a clue throughout the development process of Chinese Wushu Sanda event＇s marketization and professionalization. A series of Wushu Sanda competition events did not achieve the desired success because success less than failed. The main reasons are that the positioning is not clear, the contest system is not perfect; seeking short-term successes and lacking pragmatic contest management; market cultivation is not sufficient and haven＇t the core profit model; As well as project thinking, the contest brand and category awareness are not enough. It＇s need to further clarify the professional positioning that the further development of the Wushu Sanda contest＇s marketization and professionalization. And build a relatively perfect professional event system; pragmatic management and focusing on the accumulation of event＇s energy; cultivate the market and seeking the profit model of Internet times; Create brand and strengthen the awareness of brand and category.