CAJ | 학술논문

文章从体育营销学角度出发，从武术赛事市场化现状及主要问题着手，运用文献资料法、专家访谈法、逻辑分析法对国内传统武术赛事市场化现状、制约因素进行归纳总结，通过分析研究香港国际武术节的成功经验，找出国内传统武术赛事市场化运作的不足之处，在此基础上，结合体育营销学知识，探析国内传统武术赛事市场化运作模式。以期为武术赛事市场化运作提供一种新思路，为进一步推动武术赛事市场化做出贡献，以分析武术赛事市场化现状及问题为研究前提，以分析香港国际武术节成功操作经验为研究基础，以武术赛事市场化模式为研究核心，以推动武术赛事市场化进程为研究目标。
문장종체육영소학각도출발，종무술새사시장화현상급주요문제착수，운용문헌자료법、전가방담법、라집분석법대국내전통무술새사시장화현상、제약인소진행귀납총결，통과분석연구향항국제무술절적성공경험，조출국내전통무술새사시장화운작적불족지처，재차기출상，결합체육영소학지식，탐석국내전통무술새사시장화운작모식。이기위무술새사시장화운작제공일충신사로，위진일보추동무술새사시장화주출공헌，이분석무술새사시장화현상급문제위연구전제，이분석향항국제무술절성공조작경험위연구기출，이무술새사시장화모식위연구핵심，이추동무술새사시장화진정위연구목표。
The article, from the perspective of sports marketing, begins the study on Wushu tournament market present situation and main problems, using the methods of documentary, expert interview and logical analysis. To analyzes the domestic current situations of the traditional Wushu competition market, the paper summarizes factors, through analysis and study the successful experience of Hong Kong International Wushu Festival, to find out the domestic market-oriented operation shortcomings of traditional Wushu events, on this basis, combining with sports marketing knowledge, and domestic development of traditional Wushu competition marketing operation model. For Wushu competition market operation, the study provides a new way of thinking, contributes to the further marketing of Wushu tournament, to analyze"Wushu tournament market as a research premise, the present situation and the existing problems in successful operation experience from the study of the Hong Kong International Wushu Festival. Taking the Wushu tournament marketing mode as the research core, the paper promotes Wushu event marketing process as the research target".