| Sports competition in the world today has been not just confined to the competition for competitive sports achievements,it has also penetrated into all aspects related to sports.Comparing with western world,Chinese traditional sports do not have much to say when it comes to the sports industry.Far inferior to Western sports,this does not only limit the influence of Chinese sports in the world,but also affects the development of China's sports industry.From a historical point of view,this paper analyses the social and cultural influence on the development of traditional sports in ancient China.First,through the analysis of sports projects and archaeological evidence in ancient China,there are three main uses of ancient Chinese sports.One is for military training purposes;the second is for aristocratic socialization and recreation;and the third reason is for civilian entertainment.In a nutshell,the traditional sports in ancient China originated from the military demand.This is similar to the West.During the Stone Age,ancient humans in order to get as much resources as possible,they must depend on a strong military force.But due to the maturity of the ancient Chinese agricultural society,wars were not only harmful to production,but also would reduce the efficiency of production.Therefore,military needs faded away.At the same time,the change of official selection system led to the absence of aristocracy,this is similar to the development of sports in the West during the middle ages.At the same time,because of the dominance of Confucian culture,Sports activities of nobles and citizens are restricted.As a result,the development of traditional sports in ancient China has became weaker.This also had a great impact on ancient Chinese sports concepts,such as competition,rules,and the understanding of fitness,and etc.Because of the influence of culture and society,the value of sports for ancient Chinese society is polar opposite from the sports value in the West.From this point of view,China's traditional sports,whether sports,or ideas have all developed their own characteristics,and this has changed the long-term historical development irreversibly.Last but not the least,some suggestions on the development of China'ssports industry are being put forward.Comparing to the influence of the sports industry in European countries and North American countries,the impact of national sports is extremely weak,and it should be advisable to excavate and develop of IP,which represents the national sports culture.In order to attract more domestic consumers,we should shift our attention to the excellent traditional sports in our own country.By exporting these traditional sports as carriers to foreign countries,it could achieve the purpose of brand overseas development.(1)Compared with the sports industry in Europe and America,China's sports industry has a lower degree of excavation,development,promotion and inheritance of its own sports culture.(2)Particularly attention should be paid to the IP excavation and development,which represents the historicity,nationality and localization of the national sports culture,how to penetrate the high-quality products into the cultural curriculum of teenagers,how to attract more domestic consumers by means of marketing,vigorously promote and inherit,so as to make the Chinese sports culture have a long history and a long history.(3)When constructing IP,China's sports industry should pay attention to the combination of the development of national minority market and the promotion of the world mass market,and precisely target the positioning.By organizing regional and world-class competitions,these traditional sports items can be used as high-quality products for intangible cultural heritage protection,three-dimensional and audio-visual transmission and export to foreign countries through the use of various new media carriers,so as to achieve the purpose of expanding national brands overseas and inheriting and promoting them worldwide. |
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