| （1.济南大学 体育学院，山东 济南 250022；2.山东大学 博士后流动站，山东 济南 250100；3.成都师范学院，四川 成都 611130；4.山东大学 体育学院，山东 济南 250100） 摘 要：对太极拳文化形象及文化品牌塑造的路径进行阐述，认为太极拳形象作为一种客观存在，其定位不仅是太极拳发展模式、发展方向和发展战略的集中体现，也是太极拳品牌塑造的基础；塑造太极拳国家形象及品牌，提升太极拳国家品牌的文化内涵和核心价值，实施太极拳“走出去”战略是当今太极拳国际化发展的重要环节。提出强化国家意志，加强顶层设计；挖掘太极拳品牌内涵价值，确立民族文化身份；借鉴少林品牌模式，设计品牌传播标志；加强太极拳国际交流，促进国际社会情感认同等塑造路径。 |
YAN Min1，2，LIANG Qin-chao3，LI Yuan4
| （1.School of Physical Education，Jinan University，Jinan 250022，China；2.The Postdoctoral Research Station，Shandong University，Jinan 250100，China；3.Chengdu Normal University，Chengdu 614004，China； 4.School of Physical Education，Shandong University，Jinan 250100，China) Abstract: The authors expatiated on Taijiquan cultural image and brand shaping ways, and put forward the follow-ing opinions: the image orientation of Taijiquan image as an objective existence is not only the concentrated em-bodiment of Taijiquan development mode, development direction and development strategies, but also the founda-tion of Taijiquan brand shaping; shaping Taijiquan national image and brand, promoting the cultural connotation and core value of Taijiquan national brand, implementing the strategy for Taijiquan to “go global”, are important links in the development of Taijiquan nationalization today. The authors put forward the following shaping ways: intensify national will, strengthen top-level design; clarify the intrinsic value of Taijiquan brand, establish its national cultural status; design its brand spreading logo by referring to Shaolin brand mode; strength Taijiquan international commu-nication, promote the international community’s emotional recognition, etc. |
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