| 新时代中国冰雪特色体育产业品牌对外布局体系构建研究* |
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| 引用本文： | 刘〓丽.新时代中国冰雪特色体育产业品牌对外布局体系构建研究*[J].广州体育学院学报,2018(3):28-31. |
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| 作者姓名： | 刘〓丽 |
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| 作者单位： | （天津城建大学,天津〓300381） |
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| 基金项目： | 全民健身国家战略背景下天津市高校与社区体育场馆资源共享的机制研究,项目编号：2016CJ21 |
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| 摘 要： | 体育强,则中国强。海外布局、海外推广对中国冰雪产业发展有无可替代的推动作用。以中国冰雪特色体育产业海外布局为主要研究对象,基于文献、比较、逻辑推理等研究方法对中国新时代中国冰雪特色体育产业品牌对外布局现状加以研究。结果显示我国冰雪运动赛事发展冰雪运动特色体育产业品牌对外布局的时代助力主要由： 2022北京-张家口冬奥会的天时因素、“一带一路”战略构建的地利因素、中国制造业转型腾飞的人和因素、官方的冰雪运动振兴计划的大力助推四点因素形成。研究得出,目前我国正处在冰雪运动产业海外推广的绝佳契机。通过总结和分析,尝试给出官方组织牵头,实现“走出去”的品牌合作,打造多品牌合作共赢发展模式;基于海外文化的深层内涵展开推广宣传、做出符合国外文化氛围的推广创新;从产品设计到赛事运营,多方面的展示中国独特的精神文明文化,展示中国元素与中国气质,输出中国的体育审美架构和体育观念等持续推进中国冰雪运动赛事海外布局的建议。
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| 关 键 词： | 新时代 冰雪体育 冰雪文化 体育产业 对外布局 体系构建 |
| 修稿时间： | 2018/1/12 0:00:00 |
Research on the Construction of Outward Layout System of China's Characteristic Sports Industry Brand in the New Era |
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| LIU Li.Research on the Construction of Outward Layout System of China's Characteristic Sports Industry Brand in the New Era[J].Journal of Guangzhou Physical Education Institute,2018(3):28-31. |
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| Authors: | LIU Li |
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| Abstract: | Sports is strong and China is strong. Taking the overseas layout of China''s ice sports industry as the main research object, based on literature, comparative, logical reasoning and other research methods, this study will study the current situation of China''s snow sports industry brands in the new era. The results showed that the development of ice sports in China was supported by the snow and snow sport characteristics: The 2022 Beijing-Zhangjiakou Winter Olympics, the time factor of the Olympic Winter Games, the geographical factors of the "One Belt One Road" strategy, and the transformation of China''s manufacturing industry took off. Factors, the official promotion of the ice and snow sports program to promote the formation of four factors. The study concludes that at present, China is in a great opportunity for overseas promotion of the ice sports industry. Promoting overseas ice-sports sports events not only has a profound impact on the development of China''s ice and snow industry, but also has good returns on the development of ice and snow sports in China. Through summarizing and analyzing, try to give official organizations to take the lead in realizing the "going out" brand cooperation and build a multi-brand cooperation and win-win development model; based on the deep connotation of overseas culture, promote and publicize and promote innovation in line with foreign cultural atmosphere; From product design to event management, China''s unique spiritual civilization culture is demonstrated in many aspects, Chinese elements and Chinese temperament are displayed, and China''s sports aesthetic framework and sports concepts are continuously exported to promote the overseas layout of China''s ice sports events. |
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| Keywords: | new era ice and snow sports ice and snow culture sports industry external layout system construction |
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