作　　者： (王会儒）;

机构地区： 上海交通大学体育系,上海200240

出　　处： 《体育研究与教育》 2017年第4期20-24,44,共6页

摘　　要： 国务院近年来连续下发多份文件支持体育产业发展。作为民族传统体育的代表,中国武术与印度瑜伽具有异曲同工之妙,分析瑜伽行业的成功运作模式,可为武术的现代化传播和发展提供理论与实践的双重借鉴。研究认为:瑜伽的发展和壮大,是一个随着市场变化而不断进行自身调整的过程,瑜伽的宣传口号、营销策略、目标人群、市场定位、课程设置等方面,越来越规范化和人性化;武术要抓住历史性机遇,借鉴瑜伽尊重传统而又大胆创新的营销策略,在政府主导的基础上遵循市场规律,创建特色品牌,构建多元化、网络式的传播体系,弘扬优秀的中华民族传统文化,为我国体育产业的发展和人类的身心健康做出积极贡献。 The State Council has issued several documents to support the development of sports industry in succession in recent years. As a representative of the national traditional sports,Chinese Wushu is similar to Indian yoga. Analysis the model of yoga industry successful operation may provide reference both in theory and practice for Wushu. The authors hold the opinion that yoga always adjusts its process according to the market. It is a historic opportunity for Wushu to draw lessons from yoga respect for tradition and bold innovation of marketing strategy. As an excellent Chinese traditional culture,Wushu should make a positive contribution both to the development of sports industry and health of human beings.

关 键 词： 武术 产业化 发展 路径 瑜伽