| 论商业文化与冰上龙舟运动的融合 |
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| 引用本文： | 马志荣,向吉,罗星,冯宝霞,杨静,王进兰.论商业文化与冰上龙舟运动的融合[J].四川体育科学,2014(5):20-23. |
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| 作者姓名： | 马志荣 向吉 罗星 冯宝霞 杨静 王进兰 |
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| 作者单位： | 陕西师范大学体育学院，陕西 西安，710062 |
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| 基金项目： | 陕西师范大学2013年学生勤助科研创新基金项目，项目编号QZYB13015。 |
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| 摘 要： | 冰上龙舟是一个新兴的民俗体育项目，目前在宁夏回族自治区每年都会举办冰上龙舟大赛，从冰上龙舟比赛对宁夏回族自治区经济的促进着手，探讨目前冰上龙舟与商业文化融合所处的现状、问题，得出：冰上龙舟与商业文化的融合策略是：遵循政府正确引导；发挥市场作用和地域优势；结合地区特色文化，深入开发商业文化功能；推动传统体育赛事开展。
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| 关 键 词： | 商业文化 冰上龙舟 宁夏回族自治区 |
The Integration of Commercial Culture and the Ice Dragon Boat Sport |
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| Institution: | . MA Zhi-rong, XIANG Ji, LUO Xing, et al( P.E., College of Shaanxi Normal University, Shaanxi Xi＇an, 710062, China.) |
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| Abstract: | The Ice Dragon Boat is a new folk sports. Currently the dragon boat race is held on the ice every year in Ningxia. In order to explore the current situation and problems this paper proceeds to the race for the promotion of the economy. Thus it is concluded that the strategies of the ice dragon boat and commercial culture are-follow the government correctly guide; let the market and geographical advantages play an important role; develop the function of business culture; push forward the development of traditional sports events. |
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| Keywords: | Commercial culture Ice dragon boat Ningxia Hui Autonomous Region |
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