Research On The Popularization Of Yi Nationality National Traditional Sports In Xichang City From The Perspective Of Marketing

the current China is vigorously developing sports power, a wealth of minority sports resources has a role not to be ignored. Attention and protection, inheritance and representative of the Yi People’s traditional sports is a multi-ethnic China must be carefully treated the topic. The Yi Autonomous Prefecture of Sichuan Province in southwest Liangshan province is a typical multi nationality region, and it is the most populous place in the country. Xichang City, the capital, is a statewide political, economic, cultural and transportation center, promote the healthy development of Xichang City of Yi ethnic minority traditional sports culture, to the country and the world’s cultural diversity also has a certain role in promoting..This paper uses the method of literature, interview, questionnaire survey and data analysis of the traditional sports of the Yi nationality during the torch festival local promotion activities. Among them, the investigation into the crowd to participate and not participate in the Yi traditional sports, from the surface of the action to the inner subjective will be analyzed. At the same time, using the market marketing learn often use SWOT analysis concluded: by the hand of the market, with the opportunity to its geographical advantage and government support, will promote market activities and make up project outdated disadvantage and the threat to make the traditional sports of Yi nationality get good generalization.Through SWOT analysis, the advantages lie in the following three points: 1, there is a deep historical culture; 2, rich traditional sports projects; 3, the local pleasant weather. The disadvantages are: 1, the relative outdated project form; 2, the lack of sports education resources. Have the opportunity to: 1, economic development has brought opportunities; 2, draw lessons from the popular in today’s society of traditional ethnic sports; 3, contacts of the concept of health is strengthened day by day; 4, "intangible cultural heritage" for its laid the foundation for the protection of cultural. The final threat includes: 1, the cultural shock of the western culture, the influence of the negative social psychology.. Based on the above analysis, combined with the results of questionnaire survey and the results of the masses, the following strategy: sports culture commercialization in SO strategy is analyzed.. In the WO strategy, as the first of the promotion of the sports in the mass of the Yi traditional sports need to deal with the weak technology, the basic platform in school sports need to market. ST strategy, the tourism in Xichang City, you can take advantage of this as a tourist product to promote sales and development of the surrounding national sports culture products. At last, in the WT strategy, it is talked about the traditional Yi traditional sports program through the modern means to develop its inner and the culvert extension to become a new type of leisure entertainment activity.