我国武术散打赛事发展与优化研究——以“散打王”赛事为例

The Development Trend and Optimization of Chinese Wushu Sanda Events:Taking the"Sanda Wang"Event as an Example

文章运用文献资料法、访谈法、对比分析法等研究方法,对散打王发展历程、竞赛组织、媒体宣传、市场开发及赛事配套产品进行分析,为我国散打赛事良性发展提供思路。研究发现,现阶段散打王未形成良好的赛事运营体系;武术协会对运动员把控过于严格,企业无法与运动员深入合作,不利于赛事长远发展;宣传效果不理想,赛事市场开发未达预期,赛事难盈利,商业赞助困难,赛事在转播和媒体版权方面营收甚微;现阶段散打王赛事相关配套产品运营缺乏经验,且未取得较好盈利。针对赛事现存问题提出以下优化路径:散打王赛事需构建全面赛事体系,增加赛事数量;提高赛事质量,强化赛事品牌;调整赛事供给与供需,推动赛事市场开发;加大赛事宣传力度,扩大比赛知名度;配合赛事IP开发,优化配套体系运营能力。

Using research methods such as literature review,interviews,and comparative analysis,this paper analyzes the development process,competition organization,media promotion,market development,and supporting products of Sanda Wang,providing ideas for the healthy development of Sanda events in China.Research has found that the current Sanda Wang has not formed a good competition operation system;The athletes of the event are assigned by the Wushu association,and the association has too strict control over the athletes,making it difficult for enterprises to cooperate deeply with the athletes,which is not conducive to the long-term development of the event;The promotional effect is not ideal,the market development of the event has not met expectations,the event is difficult to make profits,commercial sponsorship is difficult,and the revenue from broadcasting and media copyright of the event is very small;At present,the supporting products related to the Sanda Wang competition are relatively conventional and have not achieved good profits,and the operation of each supporting product lacks experience.To address the existing issues in the competition,the following optimization paths are proposed:the Sanda Wang competition needs to build a comprehensive competition system and increase the number of events;Improve the quality of events and strengthen the brand of events;Adjust the supply and demand of events,promote the development of the event market;Increase the publicity efforts of the competition and expand its popularity;Optimize the operational capabilities of the supporting system and cooperate with the development of event IP.