| 摘要: |
| 新时期体育强国建设持续推进，全民健身活动深入开展，我国民族传统体育赛事迎来发展的新契机。在此背景下，通过文献资料法和逻辑分析法，对我国民族传统体育赛事的发展历程进行梳理研究，认为我国民族传统体育赛事目前存在文化功能缺失、赛事同质化明显、品牌建设滞后、运营效果不佳等多方面困境。提出我国民族传统体育赛事要实现可持续发展，需要坚持文化为根本、管理为关键、市场为动力的办赛理念；坚定文化自信，从国家文化建设的高度传承与保护民族传统体育文化；树立品牌意识，创建体现民族特色与文化特征的品牌建设体系；培养专业人才，建立民族传统体育赛事传承推广长效机制。 |
| 关键词: 民族传统体育赛事 文化功能 品牌建设 市场运作 传承推广 |
| DOI： |
| 投稿时间：2023-03-10 |
| 基金项目:国家社科基金项目“新中国70年民族民间体育赛事文化交流和创新研究”（20XTY012） |
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| The Historical Evolution, Practical Difficulties and Path Optimization of National Traditional Sports Events in China |
| HEI Shenglin |
| (Sports Institute, North Minzu University, Yinchuan 750021 , China) |
| Abstract: |
| In the new era, the construction of a sports power continues to advance, and the national fitness activities are carried out in depth. China’s national traditional sports events have ushered in a rare opportunity for development. In this context, by using the methods of literature and logical analysis, the development process of China’s national traditional sports events is combed and studied. It is believed that China’s national traditional sports events currently have many difficulties, such as the lack of cultural function, the obvious homogenization of events, the lag of brand building and the poor operation effect. It is proposed that in order to achieve sustainable development of national traditional sports events, it is necessary to adhere to the concept of culture as the foundation, management as the key, and market as the driving force; it is necessary to strengthen cultural self-confidence, inherit and protect national traditional sports culture from the height of national cultural construction; it is necessary to establish brand awareness and create a brand building system that reflects national characteristics and cultural characteristics; it is necessary to cultivate professional talents and establish a long-term mechanism for the inheritance and promotion of national traditional sports events. |
| Key words: national traditional sports events cultural function brand building market operation inheritance and promotion |
