| Folk sport which has rich content and various forms is an important part of our excellent national culture, and also the important carrier of national culture. The dragon boat, as an important part of traditional folk project, has been included in the non-material cultural heritage protection list. In 2014, the State Council promulgated “some opinions on accelerating the development of sports industry and promoting sports consumption”, raised National fitness to national strategy, emphasized power from reform, the vitality from market, which prompt the sports industry as an important force to promote economic and social sustainable development. Due to its particularity, folk sports not only keep sports athletics, also bearing the profound historical culture, and the market development of folk sports, both the development of sports industry, increase the employment rate, and can stimulate and drive economic growth, raise the proportion of sports industry of national economy, solving the problem of folk sports culture industry self-sufficient economy. Shanghai is the collection of all kinds of sports events, and the Shanghai dragon boat development has the typical characteristics of folk sports.Based on the research of the Shanghai dragon boat market development, exploring the suitable path for dragon boat market, can not only improve the dragon boat on blood supply, achieve better and faster development, avail for dragon development and popularization, enhance civic unity and cohesion, strengthen the national sense of belonging and identity, invigorate health effectively, expand the scope of the national fitness and the important significant on the inheritance of folk sports, at the same time the research can also provide reference for other folk sports market development.This article used interview method, questionnaire survey, and field research method and so on, taking the dragon boat events in Shanghai as the research object, used the theory of “PEST” to analyze the external environment of Shanghai dragon events market development, and used the theory of “porter diamond model” to analyze their own development environment, and at the same time made the field research on the present situation on Shanghai dragon boat events, the demand of event consumer, in order to explore the problems that exist in the process of market development, then put forward the corresponding development countermeasure in view of the problems, so as to realize the resource configuration of Shanghai dragon boat events more competitive and more rational.The results show that:Firstly, Shanghai dragon boat events have strong international influence, and its marketization development situation is well, the dragon boat industrialization development has begun to take shape, but the degree of market development is failure to form a complete set of market development system. In addition, the overall level of dragon boat events market is relatively backward which needs further improve.Secondly, the main problems of Shanghai dragon boat events are fund predicament of market development; single form, lack of competitiveness; the defective of service in competition site; lack of interaction in competition;Thirdly, the path of Shanghai dragon boat match market: perfecting the system reform, strengthen the investment, some preferential policies can be done like taxation, finance and so on for dragon boat market development; innovating competition form, enrich the content of the dragon boat race; strengthening the event services, increase the event link for attract more potential customers; sending up the development of market, attract more customers through more diverse productions; expanding the publicity path. |
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