| 我国武术期刊的内容建设与营销传播策略探析 |
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| 引用本文： | 吴坚,李守培.我国武术期刊的内容建设与营销传播策略探析[J].山东体育学院学报,2012,28(2):38-42. |
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| 作者姓名： | 吴坚 李守培 |
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| 作者单位： | 1. 上海体育学院期刊社,上海,200438
2. 河北联合大学体育部,河北唐山,063000 |
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| 摘 要： | 武术期刊作为武术传承与传播的重要媒介,其生存与发展面临挑战。从内容建设及营销传播两方面提出武术期刊的发展策略。内容建设策略为:兼容并蓄,树立大武术传播理念;文化与技术互彰,以文化为目的;技击与健身互融,关注经典套路;提升稿源质量,增强学术性;规避同质化,形成特色。营销传播策略为:加大宣传力度,创建品牌;明确定位,目标营销;拓宽发行渠道,完善发行网络;借助新媒体,实现大跨越。
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| 关 键 词： | 武术期刊 内容建设 营销传播 策略 |
Development strategies of Chinese magazines about Wushu |
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| WU Jian
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LI Shou-pei.Development strategies of Chinese magazines about Wushu[J].Journal of Shandong Physical Education Institute,2012,28(2):38-42. |
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| Authors: | WU Jian LI Shou-pei |
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| Institution: | 1.Editorial Depantment,Shanghai University of Sport,Shanghai 200438;2.Department of Sport,Hebei United University,Tangshan 063000,China |
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| Abstract: | As an important medium,magazines about Wushu now are facing very grave threats and challenges in survival and development.This paper puts forward strategies of Wushu development about the content construction and marketing communication.The strategies of content construction are as follows: Spread of Wushu should hold "Wushu in broad sense" as the concept of development.Make culture and technique complement each other with treat culture as the focus.Take the path of carrying forward the combat and fitness while protecting the traditional routine.The standardization and the quality of article source should be improved.Magazines should develop multi-version and beware of content repetition.And the content construction needs innovation.The suggestions of marketing communication are: strengthening efforts to advertisement,building powerful brand,making market segmentation,clearing position and target marketing,extending distribution channel,improving issuance systems,perfecting the binding,complementing and harmonizing new media. |
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| Keywords: | Wushu magazines content construction marketing communication strategy |
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