武術(shù)發(fā)展的營(yíng)銷(xiāo)策略研究.pdf

1、殷婷婷武術(shù)發(fā)展的營(yíng)銷(xiāo)策略研究中文摘要隨著市場(chǎng)經(jīng)濟(jì)的深入，商品化產(chǎn)業(yè)化已經(jīng)成為這個(gè)經(jīng)濟(jì)社會(huì)的主流特征，武術(shù)作為中國(guó)傳統(tǒng)文化的代表，也應(yīng)逐漸融入這個(gè)社會(huì)的發(fā)展潮流中，另辟蹊徑與時(shí)俱進(jìn)順應(yīng)時(shí)代潮流把武術(shù)作為一個(gè)商品進(jìn)行市場(chǎng)營(yíng)銷(xiāo)是其發(fā)展不可避免的趨勢(shì)?；诖?，本文采用文獻(xiàn)資料法、實(shí)證分析法、比較分析法、專(zhuān)家訪談法等方法探索武術(shù)在市場(chǎng)營(yíng)銷(xiāo)學(xué)視野下發(fā)展出現(xiàn)的問(wèn)題以及可以應(yīng)用的策略。結(jié)果表明：(1)商品經(jīng)濟(jì)化的發(fā)展促進(jìn)市場(chǎng)營(yíng)銷(xiāo)學(xué)的出現(xiàn)，商品是營(yíng)銷(xiāo)活動(dòng)

2、的前提，武術(shù)具備成為商品的條件及屬性，價(jià)值與使用價(jià)值的統(tǒng)一，具體勞動(dòng)與抽象勞動(dòng)的統(tǒng)一。并且其健身價(jià)值、文化價(jià)值、經(jīng)濟(jì)價(jià)值等豐富。這一切是武術(shù)進(jìn)行市場(chǎng)營(yíng)銷(xiāo)的前提和關(guān)鍵。(2)依據(jù)STP理論(市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)選擇、市場(chǎng)定位)以及武術(shù)的特征，將武術(shù)市場(chǎng)細(xì)分為，兒童市場(chǎng)、青年市場(chǎng)、中年市場(chǎng)、老年市場(chǎng)幾個(gè)細(xì)分市場(chǎng)，從中區(qū)分目標(biāo)市場(chǎng)的輕重選擇，老年市場(chǎng)要繼續(xù)跟進(jìn)保持占有率，兒童青年市場(chǎng)是一個(gè)潛力市場(chǎng)，不能丟棄，面對(duì)跆拳道的排擠要迎難而上。從市場(chǎng)定

3、位分析來(lái)看：武術(shù)市場(chǎng)定位可以選擇填補(bǔ)空缺式市場(chǎng)定位和針?shù)h相對(duì)式市場(chǎng)定位兩種定位策略。(3)武術(shù)市場(chǎng)營(yíng)銷(xiāo)品牌策略可采取意識(shí)策略、忠誠(chéng)度策略和文化策略。意識(shí)策略是前提，忠誠(chéng)度策略是長(zhǎng)遠(yuǎn)目光的策略也是保證兒童青少年市場(chǎng)不流失的策略之一，文化策略則是靈魂。(4)在很多與現(xiàn)代推廣方式掛鉤的層面上武術(shù)在和跆拳道對(duì)比時(shí)就會(huì)相形見(jiàn)絀：從渠道來(lái)看跆拳道把二級(jí)和三級(jí)渠道用的風(fēng)聲水起，而武術(shù)一直停留在一級(jí)渠道，其市場(chǎng)上的網(wǎng)點(diǎn)鋪散不開(kāi)，相應(yīng)的接觸并喜歡的人也會(huì)

4、慢上一拍。所以武術(shù)的渠道策略則需放寬和豐富。再?gòu)木W(wǎng)絡(luò)多媒體營(yíng)銷(xiāo)這塊近段時(shí)間比較流行的來(lái)看，跆拳道的每一個(gè)相關(guān)網(wǎng)站都會(huì)有關(guān)注二維碼的信息，武術(shù)網(wǎng)站的英文信息還處于一直維修的狀態(tài)，其要發(fā)展的態(tài)度顯然就不太端正。關(guān)鍵詞：武術(shù)：市場(chǎng)營(yíng)銷(xiāo)；STP理論；品牌策略殷婷婷武術(shù)發(fā)展的營(yíng)銷(xiāo)策略研究AbstractWiththedeepeningofmarketeconomy，thecommercializationofindustrializationha

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