| ? Popularization of Health Qigong is an applied study based on reality, which is intended to systematically look into and sort out the problems in the process of its popularization, provide strategic support for it by employing theoretical ideas from relevant subjects, and serve the reality and serve the country. To accomplish the study, priority is given to 1) drawing upon relevant literature and 2) consciously breaking the scientific boundary, remaining open-minded, taking advantage of interdisciplinary knowledge, associating knowledge integration and social and historical contexts of popularization of Health Qigong and adopting a pluralistic and dialectical approach. Accordingly, by way of literature review, expert consultation, field investigation, questionnaires and logical analysis, this research, proceeding from the current situation and thus a panoramic picture of Health Qigong, analyzes the popularization of Health Qigong with knowledge from communication, marketing, and sociology and further puts forward strategies for popularizing Health Qigong.? Based on a comprehensive investigation of the current situation of the popularization of Health Qigong, this study combines theory and practice, and proposes the following strategies:(1) Systematic and periodic planning. It is a gigantic systematic project to popularize Health Qigong both at home and abroad. Theories about human information perception and our teaching experiences show that the popularization should be divided into different stages, which call for corresponding plans and goals as well as feasible methods and measures, which makes the whole project pertinent and operable(2)Promoting strategies of publicity. Promoting publicity in strength and frequency is one of the important factors that make people identify with and accept the popularization. The study claims that the popularization should center upon health complaints, and at present, and that health-oriented and culture-assisted information communication strategies should be established. It also puts forth corresponding concrete publicity strategies.(3)Appropriate strategies of consumer satisfaction.Consumers'satisfaction is the prerequisite for consumer loyalty. therefore, the popularization should be strengthened in the following aspects: investigating practitioner needs; intensifying scientific research; improving coaches'qualities and teaching; perfecting the content, teaching methods, teaching materials and teaching staff of Health Qigong; furthering the construction of by-products of Health Qigong, various kinds of organizations, laws and regulations and overseas bases; accelerating the brand construction of China Health Qigong Association; sticking to the non-governmental route of its popularization abroad.(4)Implementing strategies of difference popularization. The current focus of the popularization is on university students and the old generation, which will gradually target a wider range of consumers, and improve its content system, and which will be promoted abroad when it is the right time and markets are in need.(5)State implemented non-profitable strategies. The domestic popularization is the non-profit public affair popularization model by the state, while the oversea popularization needs gradual negotiation with partners, enhancing the"blood producing"function of Health Qigong itself.(6)Cross-cultural communication strategies of overseas popularization. There should be differences in promotion mentality, approach and strategy when Health Qigong is popularized abroad, which is especially true in the later stages. To achieve this end, the following must be carried out: furthering organizational construction; expanding the sources of overseas partners and the cooperation with the cultural departments at home and abroad, realizing the optimized integration of resources; making overseas publicity on a daily and regular basis, and forming continuous effects to establish the brand of Health Qigong. Key words: Health Qigong; popularization; strategy...
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