【作者】 李世宏；

【导师】 邱丕相；

【作者基本信息】 上海体育学院 ， 民族传统体育学， 2012， 博士

【摘要】 随着我国社会经济的不断发展，市场经济已经是社会发展的主导力量。而作为中华民族传统文化重要载体的武术，在面对市场经济的冲击以及西方体育消费市场的挤压下，其发展充满了机遇和挑战。在此背景下，从市场营销的视角，采用实证分析、规范分析、个案分析法、历史研究法等研究方法，对武术市场营销策略进行研究。结果表明：（1）武术商品化是武术市场营销的前提。在现代市场经济的大环境下，武术必须实现商品化。只有把武术看做是可供营销的商品，武术市场营销才能实施。（2）当前武术发展环境为武术市场营销提供了绝好的机遇。主要表现在：我国人口进入老龄化社会；“银发时代”的到来为武术健身市场提供了广阔的发展空间；西方文化霸权主义激起了各个民族的文化自觉，武术市场营销所具备的社会条件迫在眉睫；我国已经快速进入了消费社会时代，消费时代的来临为武术市场营销提供了可能。（3）依据市场营销的STP理论及品牌营销理论，对武术市场进行细分，并对目标市场及市场定位进行了研究。当前武术市场细分、目标市场选择及市场定位策略还不够，武术文化品牌的竞争力尚未形成。细分武术营销市场，并进行合适的目标市场选择和市场定位，是武术市场营销的关键。而武术文化品牌的打造也成为武术市场营销的当务之急。（4）依据市场营销学中的品牌营销理论，分析了少林武术市场营销策略的成就与不足之处。少林武术休闲商品市场开发不够，没有使少林武术成为人们生活中的休闲商品；少林武术教育商品市场虽然也吸引了大批青少年的参与，但消费者文化素质普遍较低，没有形成自身的教育品牌；少林武术传播过程中只注重技击性、表演性的开发，而对其健身市场的开发远远不够；少林武术进行时尚市场营销时缺乏对武术商品的包装意识。（5）依据市场营销的STP理论，分析了焦作市太极拳市场营销策略。太极拳市场营销存在的不足之处在于：在太极拳文化商品市场营销的过程中，只重视技术传播而忽视文化传承的现象依然存在，这不利于太极拳文化商品市场的开发；尽管焦作市以及国家对太极拳教育商品市场出台了一系列的政策，并推动了太极拳教育商品市场的开发，但太极拳教育商品市场没有形成自己的教育品牌，尤其是对青少年教育的吸引力不够，显而易见，这更不利于太极拳教育市场营销；太极拳文化商品市场开发程度不够，太极拳文化品牌含金量不高，极大影响了太极拳旅游市场营销；尽管太极拳已经受到人们的喜爱，但仍然没有形成太极拳时尚消费市场；太极拳有形商品市场开发力度不够；太极拳文化产品市场、表演市场缺乏文化精品。（6）根据对案例的分析，依据市场营销学的理论，把武术市场营销的目标市场分为武术文化商品市场、武术教育商品市场、武术旅游商品市场、武术健身商品市场、武术时尚商品市场、武术休闲商品市场六部分，并提出了市场营销策略及具体的实施路径。认为，武术文化商品市场应大力挖掘武术的文化内涵和价值；应注重从技术到文化的转移，武术表演需要注入更多的文化元素。武术教育市场营销的市场定位应关注儿童少年；武术应成为学校教育中一款独特的“教育商品”；武术更应为广大武术爱好者量身定做一款终身教育商品。武术休闲娱乐市场中作为休闲商品的武术应融入人们的日常生活中。武术旅游市场营销中传统武术应明确自身的文化旅游价值；旅游产业应充分重视当地传统武术旅游商品的挖掘和开发；传统武术旅游商品应成为当地旅游业的文化品牌。武术健身市场营销应重视武术健身价值的挖掘；而作为健身商品的武术应给予消费者以文化和身份上的认同。武术时尚商品市场应重视“包装”的魅力，并关注当今的文化消费市场；应重视差异性营销策略；同时需要武术偶像的介入与推广。更多还原

【Abstract】 With the continuous development of China’s socio-economic, market economy hasbeen the leading force for social development. As an important carrier of the traditionalChinese culture, martial arts now facing both opportunities and challenges with theimpact of the market economy and Western sports’ development in China. In thiscontext, from a marketing perspective, the writer adopted different approach, such asempirical analysis and normative analysis, case studies, historical research and otherresearch methods to study the martial arts marketing strategies. The results showed that:(1) Martial Arts commercialization is the premise of the martial arts marketing. In amodern market economy environment, martial arts must be commercialized. Martialarts marketing can be implemented only if the martial arts itself as a commodityavailable for marketing.(2) The current development environment provides an excellent opportunity for themartial arts marketing. First of all, China’s population moving to the aging society, itprovided a broad space for the martial arts fitness market development. The second is,with the deepening of cultural globalization and Western cultural hegemony, culturalawareness has been emerged. The development of China’s modern society should alsobe supported by national culture. Such social and cultural environment provided martialarts marketing with comprehensive conditions, and also helped to promote thedevelopment of martial arts marketing. Last but not least, with the continuousdevelopment of China’s market economy, China has been quickly moved to the era ofconsumption society, this enables the martial art marketing possible.(3) In accordance with the marketing STP theory, martial arts market should besegmented, and target market strategies are adopted when appropriate positioning hasbeen done. At present, martial arts market segment, the choice of target market and thestrategy of market position are not enough. Also the competitiveness of martial artsculture brand has not formed yet. All of these are the key points of the martial artmarketing. Martial arts culture brand building has also become the top priority of themartial art marketing.(4) Achievements and shortcomings of the Shaolin martial arts have been analyzedbase on the brand marketing strategy. The main problems the Shaolin martial arts leisureproduct market is insufficiently developed, it hasn’t been considered as a leisure productin their daily life; the Shaolin martial arts education markets has also attracted theparticipation of a large number of young people, but most of them are in pooreducational background, the Shaolin martial arts fitness market development is notenough; Shaolin martial arts communication process focus too much on the performance skills rather than its fitness function; the Shaolin martial arts fashionmarketing is lack of the awareness of packaging.(5) We analyze the Jiaozuo Taiji marketing strategy according to the STP theory.There are still some shortcomings in Taijiquan marketing, mainly: First, in themarketing process, Taijiquan focus on its skill diffusion rather than its cultural heritage,this phenomenon is not conducive to the development of Taijiquan cultural productmarkets. Second, although the Jiaozuo City, as well as national authorities introduced aseries of policies to promote the development of Taijiquan education markets, theTaijiquan education markets have not formed their own educational brand, especiallynot attractive enough for the young people, it is not conducive to its development. Third,the degree of market development of Taijiquan cultural goods is not enough; Taijiculture brand image is not strong enough, which was affecting the further developmentof Taiji tourism market. Forth, Taijiquan is now loved by the people, but still can notform tai chi fashion consumer market. Fifth, there is little competitive cultural works inTaijiquan performing market.(6) According to the analysis of the this case and based on the marketing theory,martial arts market can be divided into the six parts,including market of martial artsculture, market of martial arts education, market of martial arts tourism, market ofmartial arts fitness, market of martial arts fashion and market of martial arts leisure. Itputs forward marketing strategies and path of specific implementation. It considers thatmartial art culture market should vigorously tap its cultural connotation and value,focuses on the shift from technology to culture.For martial art’s performance, it shouldbe injected more cultural elements. For the market of martial arts education, its positionshould focus on children and adolescents; martial arts should be unique educationalgoods at school, an education product that tailored for the majority of martial artsenthusiasts in their whole life. Martial arts, as a kind of entertainment in its Leisuremarket, should be integrated into people’s life. In the market of martial arts tourism, itshould assure its tourism value; the tourism industry should pay full attention to theexploitation and development of tourism commodities of local traditional martial arts;Tourism commodities of traditional martial arts should become the cultural brand inlocal tourism. In the market of martial arts fitness, it should think highly of exploitationof martial arts fitness value; but as a way to keep fitness, martial arts should be giventhe cultural and self identity. In the market of martial arts fashion commodities, it shouldpay more importance to the charm of "packaging", and concerns about current culturalconsumption market; it should also focus on the differentiated marketing strategy, at thesame time, the involvement and promotion of the martial arts idols are necessary.更多还原