摘要
武术期刊作为武术传承与传播的重要媒介,其生存与发展面临挑战。从内容建设及营销传播两方面提出武术期刊的发展策略。内容建设策略为:兼容并蓄,树立大武术传播理念;文化与技术互彰,以文化为目的;技击与健身互融,关注经典套路;提升稿源质量,增强学术性;规避同质化,形成特色。营销传播策略为:加大宣传力度,创建品牌;明确定位,目标营销;拓宽发行渠道,完善发行网络;借助新媒体,实现大跨越。
As an important medium, magazines about Wushu now are facing very grave threats and challenges in survival and development. This paper puts forward strategies of Wushu development a- bout the content construction and marketing communication. The strategies of content construction are as follows： Spread of Wushu should hold ＂Wushu in broad sense＂ as the concept of develop- ment. Make culture and technique complement each other with treat culture as the focus. Take the path of carrying forward the combat and fitness while protecting the traditional routine. The standard- ization and the quality of article source should be improved. Magazines should develop multi - ver- sion and beware of content repetition. And the content construction needs innovation. The sugges- tions of marketing communication are： strengthening efforts to advertisement, building powerful brand, making market segmentation, clearing position and target marketing, extending distribution channel, improving issuance systems, perfecting the binding, complementing and harmonizing new media.
出处
《山东体育学院学报》
北大核心
2012年第2期38-42,共5页
Journal of Shandong Sport University
关键词
武术期刊
内容建设
营销传播
策略
Wushu magazines
content construction
marketing communication
strategy
