摘要
为了深度剖析中国武术在国际化推广过程中存在的问题以及为中国武术发展探寻新的发展路径,研究以品牌认知理念为视角,采用文献资料、对比分析等研究方法对中国武术发展中存在的问题进行了检讨。研究认为,中国武术在对外推广中忽视了服饰、实践、时尚三大品牌效应的打造。根据品牌认知的需要,提出了用生动的外在品牌揭示中国武术深刻的文化内涵、用文化创意元素来提升中国武术文化的外在表现力、用"简单化"的武术表现形式来增强其文化认知性的品牌打造,为进一步促进中国武术文化国际化推广、夯实中国武术品牌提供发展的新思路。
Confronted with difficulties of the international popularization of Chinese Wushu and trying explore a new way to develop, this paper discusses these problems by employing the methods of references and comparative. The result shows that issues like dressings, practices and fashion, three brand recognitions are ignored in the course of abroad promotion of Wushu. Meanwhile, based on the need of brand recognition, the research reveals the inner culture of Chinese Wushu through the active extemal brand recognition. By the cultural creative factors and the ＂simplified＂ Wushu forms, the external performance and culture recognition brand are improved to promote the Chinese Wushu culture and to strengthen the Chinese Wushu brand recognition.
出处
《西安体育学院学报》
CSSCI
北大核心
2015年第5期595-598,共4页
Journal of Xi'an Physical Education University
基金
国家社会科学基金项目(14BTY082)
国家体育总局体育社会科学研究青年项目(2202SS15089)
关键词
品牌认知
中国武术文化
国际化
brand recognition
Chinese Wushu culture
internationalization
