| 摘要: |
| 射箭赛事是弘扬我国弓箭文化的主要途径之一，“阿克塞之鹰”2016丝路骑射国际大学生邀请赛是其中较有影响力的传统弓箭赛事。以该赛事为个案，对传统射箭赛事的培育价值与传播策略进行研究，指出射箭赛事具有普及射箭运动、弘扬弓箭文化，继承民族传统、发扬赛马文化，提升宣传效果、助推当地旅游，带动全民健身，建设健康中国等培育价值。针对当前赛事中的不足，提出应重视品牌规划，明确政府职能；找准市场定位，匹配市场需求；打造品牌特色，构筑品牌识别；拓宽传播渠道，实现线上线下融合，旨在为我国传统射箭赛事及其他民族传统体育赛事的产业化发展提供借鉴。 |
| 关键词: 传统射箭 弓箭文化 价值 传播 品牌 市场 |
| DOI： |
|
| 基金项目:陕西省“一带一路”智库专项基金项目（2015SQ002 |
|
| The Breeding Value and Communication Strategy of Traditional Archery Competitions——A Case Study Based on the Competition of “Akesai Eagle” |
| HUANG Cong |
| (School of Physical Education, Shanxi Normal University) |
| Abstract: |
| Archery competition is one of the main ways to promote our archery culture, “Aksai Eagle” Silk Road riding and shooting International Students Invitational 2016 is one of the most influential traditional archery competitions. This article studies the breeding value and communication strategy of the traditional archery competitions, and points out that archery competitions have values in the popularization of this sport, promotion of archery culture, inheritance of the ethnic tradition, promotion of the horse racing culture and the propaganda effect, boost of the local tourism and promotion of the national fitness, construction of healthy China. Against the defects in current competitions, this article puts forward some measures such as emphasizing branding plan and setting clear governmental functions, identifying the market position and matching the market demands, building brand characteristics and constructing brand recognition, broadening the channels of communication and achieving online and offline integration. It aims at providing references for the traditional archery competitions and the industrialized development of other national traditional sports competitions. |
| Key words: traditional archery archery culture value communication brand market |
