Research On The Brand Of Health Qigong Under The Background Of "Healthy China" Strategy

Research purpose: Under the background of "Healthy China" strategy,Chinese people in the new era are more advocating the concept of "Active Health".With the support of policy and the rise of National Fitness,Health Qigong has ushered in an important historical opportunity period of vigorous development.However,in the external environment of fierce competition in the market economy,the development of Health Qigong is in a relatively backward and cold situation.How to improve the speed and quality of Health Qigong industry has become a difficult task for researchers.In order to achieve leapfrog development of the Health Qigong industry with the help of the "Healthy China" strategic development trend,this study analyzes the Health Qigong according to the thinking of branding.With the help of brand effect,a new development mode of Health Qigong is established.It has important theoretical value and practical significance for clarifying market positioning,optimizing industrial structure and building industrial chain.Research methods: In this study,empirical research methods such as literature,expert interview,case analysis and questionnaire survey are used to fully investigate the social cognition of the brand of Health Qigong.And rigorous and scientific data processing methods are used to mine the underlying laws and internal logic behind the data.In the micro dimension,taking the typical brand cases of Health Qigong as the breakthrough point,according to the brand analysis ideas of studying and judging the development environment,combing the successful experience,summarizing the problems and exploring the improvement countermeasures,this paper deeply analyzes the status quo of the brand of Health Qigong.In the macro dimension,it uses the theory and methodology of complex giant system to design and overall layout the brand development of Health Qigong in the future,and constructs a reasonable vision for the development of Health Qigong branding.Research conclusion: at present,brand building of Health Qigong is still in its infancy.Compared with the heat of the whole sports industry,the study of Health Qigong branding in academic circles,capital circles and economic circles is still relatively unpopular.Through the questionnaire survey and factor dimension reduction analysis,it is concluded that there are four key brand types to support the development of Health Qigong,which are event brand,cultural brand,education brand and brokerage brand.Then it is concluded that the representative brand of health qigong is the National Games Health Qigong Competition（NGHQC）and the World Health Qigong Day（WHQD）through the research on the brands with higher maturity and recognition.In depth analysis of the cases of Health Qigong brand,there are many common weaknesses such as lack of professional brand management,lack of single brand product industry,lack of joint efforts of different brands,etc.Based on the theory of complex giant system,this paper reshape the various types of Health Qigong brands,sorts out the industrial chain of the development of Health Qigong brand,and provides useful reference for the macro planning of Health Qigong brand development,optimization of industrial layout,and formation of brand synergy.Research recommendations: The research thinks that for the brands of Health Qigong with certain mass basis,on the one hand,we should pay attention to digging the internal value treasure of Health Qigong and improve the richness of Health Qigong brand products;on the other hand,we should improve the professionalism of brand marketing,and create a positive image of Health Qigong brands.The research thinks that for the future development of Health Qigong branding,we should make overall planning in the macro dimension,on the one hand,improve the diversity of Health Qigong brand types,prevent resource redundancy and similar competition,on the other hand,reasonably plan the Health Qigong industry chain,straighten out the upstream and downstream collaborative relationship of the industry,and give full play to the competitive advantage of the brand system.