太极拳品牌运营模式的研究
摘要
时间进入21世纪,中国社会各个层面都正在发生着深刻地变革,自从1979年改革开放以来中国进入市场经济时代,从一开始的摸着石头过河到现在充满自信地建设有中国特色的社会主义市场经济,中国老百姓已经逐渐适应市场经济带来的挑战与机遇。
太极拳是中国武术的精华拳种之一,几百年来它深受大众的青睐,尤其是它独特的技术风格,文化内涵,以及浓郁的中国传统的人文气息在中老年人群中更是受到推崇。我们可以看到几乎所有的晨练大军中都不会缺少太极拳的影子。这在一般人眼里是再正常不过的了,多少年来人们都是这样学习练习太极拳,太极拳仿佛就应该这样来存在。
但是时代在进步,市场经济的大潮冲击着我们熟悉不熟悉的一切角落,当我们这些体育工作者推开国门发现美国NBA职业篮球联赛的规模和效益竟然超过我国一个中等省的国民生产总值,发现欧洲五大足球联赛赚钱的速度快过印钞机,发现许许多多的体育比赛根本早就超越简单的比赛,成为一种综合的商业行为,运动比赛被塑造成一种广泛的品牌,在这个品牌下的一切产品都是利润的来源。我们的东方邻居朝鲜半岛上的小国韩国,近年来不但经济发展强劲,而且在文化输出方面也异常成功,“韩风”袭来世界都感觉到了“韩意”一时间韩国时尚成了抵挡不住的潮流。跆拳道就是在这种背景下大行其道,并且挟奥运会之威几乎一夜之间占领了我们的健身市场。
而作为我们国粹的太极拳却还是躲在公园的角落里重复着手手相传的历史,在这种情况下太极拳如何生存发展从来都没有像现在这样成为一个严肃的问题,借鉴了许多国内外成功的体育运动运营模式,笔者对太极拳作为产品品牌推广的市场基础进行了调查,发放问卷500份,回收403份,其中有效问卷378份,回收率达到80.6%,有效率93.8%。在调查中包括对太极拳的认知度,普及度,太极拳赛事和太极拳段位制度的影响力,还有太极拳相关产品的价格,品牌设计、定位等一系列太极拳品牌所涉及到的问题,大致了解太极拳作为品牌推广虽然知名度很高,但由于太极拳的技术特点决定了太极拳的市场人群定位主要面对中老年人市场。因此在品牌的定位上应该侧重中老年健身市场,这部分人群消费能力不高,对健身项目的选择又很多样化,然而中国已经进入了老年社会,中老年人数量庞大,健康问题成了日益突出的社会问题,加之国家提倡全民健身运动,这就为太极拳的推广提供了极好的机遇与巨大的空间。
经过研究分析认为太极拳发展并没有任何一种可以拿来即用的“处方”,太极拳没有大量的观众不能形成NBA和足球比赛的规模效应,太极拳品牌无法依照其他项目的运营模式复制,太极拳品牌必须走出自己的道路,走一条适合自己模式。最终认为太极拳应该舍弃纯商业化道路,走一条公益化品牌的道路,响应国家全民健身的号召,高举文化的大旗,领军大众健身市场,通过塑造大的太极拳公益品牌发展相关产业,获得必要的发展物质基础,应该是太极拳的最好出路。
The time turns to 21 century, every hierarchy is changing in Chinese community. Since 1979, reform and opening to the outside world, China became to a market economy epoch. At the beginning, China as a people to cross the river, one has to be sure about stones at the bottom. But now, it is imbued with a sense of self-confidence to build the market economy of socialism with Chinese characteristics. Chinese already adapted into the challenge and opportunity that come from the market economy.
Shadowboxing is an essential boxing of Chinese Martial Art, and it has been popular for hundreds of years, particularly over middle-aged people are fancier to it because of its inimitable characteristics, cultural intention, and rich Chinese traditional humanities atmosphere. It is quite common that people is everywhere who takes morning shadowboxing exercise. People always like to learn it in such way, or we can say shadowboxing should be there as such way.
But the times are changing, the market economy already affected the everywhere when the gymnast found the profit of American National Basketball Association (NBA) is far more than our middle size province’Gross National Product (GNP) and the speed of earn the money through the European foot match is faster than cash printing press to print the notes. There are a lot of sports events already became a kind of commercial activity. The athletic contest is fashioned into a broad brand. All the profits come from the related industry of this brand. During the recent years, our neighbor—Korea is not just the economy developed fast, but in the export of cultures’area also obtains the great success. The Korean fashions spread all over the world. All of the young people willing to follow it whatever the nationality. In a result, the kickboxing became very popular and held the huge percentage of gymnastic exercise market.
To see the quintessence of our country----shadowboxing, it still very traditional and no change in the hundreds years. In this situation, we met a problem that is the shadowboxing how to live and develop in market economy world. According to the national and foreign operational mode of gymnastic exercise, the author did the lots of research of spreading the shadowboxing in gymnastic market. The author put 500 questionnaires out and received the 403 feedbacks. The effective feedbacks are 378. According to these figures, accounted the percentage of feedback is 80.6%, the percentage of effectiveness is 93.8%. The questionnaire include the effective power of cognized of shadowboxing, popularization of shadowboxing, shadowboxing match events and the critical of shadowboxing levels. Otherwise, it also includes the price of the related industries, the design of shadowboxing brand and so on. Through this research the author can know that although popularity of shadowboxing is very loudly when the shadowboxing as a brand name to spread, the characteristic of shadowboxing defined the market need to face the older people. So, we should put the key point on the older people when define the market position. These people have the low consuming capacities and they prefer to choose the various gym exercise. However, china already gone to the social of old aged. The number of old people and the middle age people increased very fast and the healthy problems become more and more important. In a result, all of these conditions provide the good opportunities and the huge developing area for the shadowboxing.
According to the professional analysis, the shadowboxing can not be used directly. The shadowboxing is hard to get the soundly response that because it can not attract the plenty of audiences like NBA and football match. You can not copy the other gymnastic project methods to running the brand of shadowboxing; it must make its own way that suit for itself. Due to above, in author’s opinion, if the shadowboxing wants to be developed and expanded, it should give up the pure commercial way and choose the commonweal brand way to follow the government policy as a head of public gymnastic market through build the brand of shadowboxing to develop the related industry. Thus, get the basic corporeal materials to developing the brand of shadowboxing. It is the best way to develop and expend the brand of shadowboxing.
太极拳是中国武术的精华拳种之一,几百年来它深受大众的青睐,尤其是它独特的技术风格,文化内涵,以及浓郁的中国传统的人文气息在中老年人群中更是受到推崇。我们可以看到几乎所有的晨练大军中都不会缺少太极拳的影子。这在一般人眼里是再正常不过的了,多少年来人们都是这样学习练习太极拳,太极拳仿佛就应该这样来存在。
但是时代在进步,市场经济的大潮冲击着我们熟悉不熟悉的一切角落,当我们这些体育工作者推开国门发现美国NBA职业篮球联赛的规模和效益竟然超过我国一个中等省的国民生产总值,发现欧洲五大足球联赛赚钱的速度快过印钞机,发现许许多多的体育比赛根本早就超越简单的比赛,成为一种综合的商业行为,运动比赛被塑造成一种广泛的品牌,在这个品牌下的一切产品都是利润的来源。我们的东方邻居朝鲜半岛上的小国韩国,近年来不但经济发展强劲,而且在文化输出方面也异常成功,“韩风”袭来世界都感觉到了“韩意”一时间韩国时尚成了抵挡不住的潮流。跆拳道就是在这种背景下大行其道,并且挟奥运会之威几乎一夜之间占领了我们的健身市场。
而作为我们国粹的太极拳却还是躲在公园的角落里重复着手手相传的历史,在这种情况下太极拳如何生存发展从来都没有像现在这样成为一个严肃的问题,借鉴了许多国内外成功的体育运动运营模式,笔者对太极拳作为产品品牌推广的市场基础进行了调查,发放问卷500份,回收403份,其中有效问卷378份,回收率达到80.6%,有效率93.8%。在调查中包括对太极拳的认知度,普及度,太极拳赛事和太极拳段位制度的影响力,还有太极拳相关产品的价格,品牌设计、定位等一系列太极拳品牌所涉及到的问题,大致了解太极拳作为品牌推广虽然知名度很高,但由于太极拳的技术特点决定了太极拳的市场人群定位主要面对中老年人市场。因此在品牌的定位上应该侧重中老年健身市场,这部分人群消费能力不高,对健身项目的选择又很多样化,然而中国已经进入了老年社会,中老年人数量庞大,健康问题成了日益突出的社会问题,加之国家提倡全民健身运动,这就为太极拳的推广提供了极好的机遇与巨大的空间。
经过研究分析认为太极拳发展并没有任何一种可以拿来即用的“处方”,太极拳没有大量的观众不能形成NBA和足球比赛的规模效应,太极拳品牌无法依照其他项目的运营模式复制,太极拳品牌必须走出自己的道路,走一条适合自己模式。最终认为太极拳应该舍弃纯商业化道路,走一条公益化品牌的道路,响应国家全民健身的号召,高举文化的大旗,领军大众健身市场,通过塑造大的太极拳公益品牌发展相关产业,获得必要的发展物质基础,应该是太极拳的最好出路。
The time turns to 21 century, every hierarchy is changing in Chinese community. Since 1979, reform and opening to the outside world, China became to a market economy epoch. At the beginning, China as a people to cross the river, one has to be sure about stones at the bottom. But now, it is imbued with a sense of self-confidence to build the market economy of socialism with Chinese characteristics. Chinese already adapted into the challenge and opportunity that come from the market economy.
Shadowboxing is an essential boxing of Chinese Martial Art, and it has been popular for hundreds of years, particularly over middle-aged people are fancier to it because of its inimitable characteristics, cultural intention, and rich Chinese traditional humanities atmosphere. It is quite common that people is everywhere who takes morning shadowboxing exercise. People always like to learn it in such way, or we can say shadowboxing should be there as such way.
But the times are changing, the market economy already affected the everywhere when the gymnast found the profit of American National Basketball Association (NBA) is far more than our middle size province’Gross National Product (GNP) and the speed of earn the money through the European foot match is faster than cash printing press to print the notes. There are a lot of sports events already became a kind of commercial activity. The athletic contest is fashioned into a broad brand. All the profits come from the related industry of this brand. During the recent years, our neighbor—Korea is not just the economy developed fast, but in the export of cultures’area also obtains the great success. The Korean fashions spread all over the world. All of the young people willing to follow it whatever the nationality. In a result, the kickboxing became very popular and held the huge percentage of gymnastic exercise market.
To see the quintessence of our country----shadowboxing, it still very traditional and no change in the hundreds years. In this situation, we met a problem that is the shadowboxing how to live and develop in market economy world. According to the national and foreign operational mode of gymnastic exercise, the author did the lots of research of spreading the shadowboxing in gymnastic market. The author put 500 questionnaires out and received the 403 feedbacks. The effective feedbacks are 378. According to these figures, accounted the percentage of feedback is 80.6%, the percentage of effectiveness is 93.8%. The questionnaire include the effective power of cognized of shadowboxing, popularization of shadowboxing, shadowboxing match events and the critical of shadowboxing levels. Otherwise, it also includes the price of the related industries, the design of shadowboxing brand and so on. Through this research the author can know that although popularity of shadowboxing is very loudly when the shadowboxing as a brand name to spread, the characteristic of shadowboxing defined the market need to face the older people. So, we should put the key point on the older people when define the market position. These people have the low consuming capacities and they prefer to choose the various gym exercise. However, china already gone to the social of old aged. The number of old people and the middle age people increased very fast and the healthy problems become more and more important. In a result, all of these conditions provide the good opportunities and the huge developing area for the shadowboxing.
According to the professional analysis, the shadowboxing can not be used directly. The shadowboxing is hard to get the soundly response that because it can not attract the plenty of audiences like NBA and football match. You can not copy the other gymnastic project methods to running the brand of shadowboxing; it must make its own way that suit for itself. Due to above, in author’s opinion, if the shadowboxing wants to be developed and expanded, it should give up the pure commercial way and choose the commonweal brand way to follow the government policy as a head of public gymnastic market through build the brand of shadowboxing to develop the related industry. Thus, get the basic corporeal materials to developing the brand of shadowboxing. It is the best way to develop and expend the brand of shadowboxing.
引文
1.王永龙 《21 世纪品牌运营方略》人民邮电出版社 2003 年 1 月
2.年小山 《品牌学》壹 理论部分 清华大学出版社 2003 年 3 月
3.秦椿林,袁旦. 《体育管理学》.北京体育大学出版社.1995 年 9 月
4.吕树庭,卢元镇《体育社会学教程》.高等教育出版社.1995 年 4 月
5.陆学艺《21 世纪中国的社会结构-关于中国社会结构转型》.《社会学研究》,1995 年第二期
6.李培林《处在转型时期的中国》. 《国际社会科学杂志》.1993 年第三期
7.[美]希尔 [美]莱德勒 白和虹等《品牌资产》机械工业出版社
8.《高级品牌管理--实务及案例分析》(译者:高靖) 清华大学出版社
9.Heinz-Joachim Simon《品牌的奥秘》文匯出版社
10.(英)斯图尔特.克莱纳《品牌-如何打造品牌的学问》 陕西师范大学出版社
11.余明阳《品牌学》安徽省人民出版社
12.[英]莱斯利·德·彻纳东尼《品牌制胜》 中信出版社
13.[德]Heinz-Joachim Simon《品牌的奥秘》 文汇出版社
14.陈放《品牌学》:中国营销传播网 2003-11-24
15.(美)大卫·爱格《品牌资产管理》 丁恒 武齐/译 内蒙古大学出版社
16.朱国红《社会学视野里的经济现象》四川人民出版社 1998 年 9 月
17.水延凯 《社会调查教程》 中国人民大学出版社 1997 年 4 月
18.李业 《品牌管理》 广东高等教育出版社 2004 年 8 月
19.巨中天《品牌剖析》 中国经济出版社 2004 年 5 月
20.巨中天《品牌战略》 中国经济出版社 2004 年 5 月
21.李业 《营销学原理》 广东高等教育出版社 2004 年 8 月
2.年小山 《品牌学》壹 理论部分 清华大学出版社 2003 年 3 月
3.秦椿林,袁旦. 《体育管理学》.北京体育大学出版社.1995 年 9 月
4.吕树庭,卢元镇《体育社会学教程》.高等教育出版社.1995 年 4 月
5.陆学艺《21 世纪中国的社会结构-关于中国社会结构转型》.《社会学研究》,1995 年第二期
6.李培林《处在转型时期的中国》. 《国际社会科学杂志》.1993 年第三期
7.[美]希尔 [美]莱德勒 白和虹等《品牌资产》机械工业出版社
8.《高级品牌管理--实务及案例分析》(译者:高靖) 清华大学出版社
9.Heinz-Joachim Simon《品牌的奥秘》文匯出版社
10.(英)斯图尔特.克莱纳《品牌-如何打造品牌的学问》 陕西师范大学出版社
11.余明阳《品牌学》安徽省人民出版社
12.[英]莱斯利·德·彻纳东尼《品牌制胜》 中信出版社
13.[德]Heinz-Joachim Simon《品牌的奥秘》 文汇出版社
14.陈放《品牌学》:中国营销传播网 2003-11-24
15.(美)大卫·爱格《品牌资产管理》 丁恒 武齐/译 内蒙古大学出版社
16.朱国红《社会学视野里的经济现象》四川人民出版社 1998 年 9 月
17.水延凯 《社会调查教程》 中国人民大学出版社 1997 年 4 月
18.李业 《品牌管理》 广东高等教育出版社 2004 年 8 月
19.巨中天《品牌剖析》 中国经济出版社 2004 年 5 月
20.巨中天《品牌战略》 中国经济出版社 2004 年 5 月
21.李业 《营销学原理》 广东高等教育出版社 2004 年 8 月