基于项目形象定位的太极拳传播策略研究

On the Strategy of Taijiquan Communication Based on the Project Image Positioning

太极拳是中华民族优秀文化的重要组成部分,具有深刻的文化内涵,近几年来,太极拳已经成为强身健体、益寿延年的主旋律,但在传播过程中由于其定位不够明确,导致传播效果还有很大的提升空间。文章利用项目形象定位中的差异化原则、聚焦原则和价值性原则对太极拳进行合理的定位,旨在突出太极拳"治未病"的独特作用,体现阶梯卖点法的传播优势,使太极拳尽快占据受众有利的心智资源,同时与"慢生活"理念相结合,促进太极拳的可持续发展。

Taijiquan is an important part of Chinese culture,has a profound cultural connotation,in recent years.Taijiquan has becomea main theme of physical fitness and prolong life,but in the process of communication because of its positioning is not clear enough tospread the effect,there is still much room for improvement.The difference of image positioning in the Taijiquan reasonable positioningprinciple,focuses on principle and value principle,aims to highlight the unique role of Taijiquan,which treatment of diseases thatdid not occur,spread the advantages of ladder selling method,make Taijiquan occupy the mind as soon as possible audience resourceadvantage,combined with the"slow life"concept,to promote the sustainable development of taijiquan.