| 符号学视域下的太极拳品牌消费研究 |
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| 引用本文： | 云峰,王岗.符号学视域下的太极拳品牌消费研究[J].成都体育学院学报,2016(1):34-39. |
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| 作者姓名： | 云峰 王岗 |
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| 作者单位： | 1. 广东轻工职业技术学院,广东 广州,510300;2. 武汉体育学院,湖北 武汉,430079 |
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| 摘 要： | 在体育产业提升至国家发展战略的当下,在查阅文献资料的基础上,运用演绎的研究方法,从符号学的视角,对太极拳品牌蕴含的产业价值进行研究. 结果表明:当前太极拳品牌消费仍然停留在低端层面,太极拳品牌文化含金量不高,文化产品缺乏附加利益,健身培训产业结构层次较低等问题. 太极拳品牌消费必须重视符号意义的建构,突出示差符号消费,使太极拳品牌消费具有身份、地位的象征意义,并重视太极拳品牌消费空间的拓展. 惟其如此,太极拳品牌才能彰显出巨大的产业价值.
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| 关 键 词： | 太极拳 品牌 消费 符号消费 消费社会 |
Study on Tai Chi Chuan Brand Consumption:a Semiotic Perspective |
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| YUN Feng,WANG Gang.Study on Tai Chi Chuan Brand Consumption:a Semiotic Perspective[J].Journal of Chengdu Physical Education Institute,2016(1):34-39. |
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| Authors: | YUN Feng WANG Gang |
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| Abstract: | Through literature review and inductive inference, the article analyzes the industrial value of the Tai Chi Chuan brand from the perspective of semiotics in reference to the background of sports industry being upgraded as a national strategy in China. The results reveal that the brand consumption remains in a lower level and is faced with the following problems:(1) the brand does not enjoy a high value; (2) the cultural products de-rived from the brand don't yield many profits;(3) relevant fitness and training sector are still at a low level in terms of industrial structure. In order to highlight the industrial value of the Tai Chi Chuan brand, measures to be taken include stressing the construction of the semiotic meaning of Tai Chi Chuan, highlighting its semiotic consumption by attaching the symbolic meaning of identity and social status to it, and expanding its consumption space. |
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| Keywords: | Tai Chi Chuan Brand Consumption Semiotic Consumption Consumer Society |
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