Research On The Internationalization Promotion Strategy Of Chenjiagou Taijiquan

In the 21 st century,Taijiquan has experienced a rapid development process from small villages to large cities,from leisure and fitness to the formal stage,from China to the world,with remarkable results and universal acceptance by the world.In 1978,Comrade Deng Xiaoping wrote "Tai Chi is good";at the closing ceremony of the2004 Athens Olympic Games,Chinese cultural performance "Beijing 8 minutes",the1.5 minute Tai Chi performance outlined the charm of Chinese Kung Fu;At 8 o’clock,the opening ceremony of the 29 th Beijing Olympic Games,2008 Taijiquan actors lined up in a "circle of places",showing the beauty of the rigidity,flexibility,and harmony of Chinese Taijiquan to the world.The fusion of the future and the harmony between man and nature symbolize the profound cultural significance of Chinese culture.At present,the development of the Taijiquan industry at home and abroad is mainly reflected in training and competitions,tourism,and Taijiquan-related enterprises.Taijiquan has developed rapidly with its vast market.However,as an industry,the development of Taijiquan has been confined to a narrow field.Further excavation of Taiji cultural resources and the use of Taijiquan brands are relatively slow,lacking the extension and development of the industrial chain.At the same time,the promotion of Taijiquan has always followed the traditional method,lacking reform and innovation,and has not further developed the market.In the context of economic globalization in the 21 st century,Taijiquan has a huge potential market,but the economic benefits it now creates are far less than its cultural value.How to realize the in-depth exploration of Taijiquan cultural industry and use its value to realize the best economic benefits of this cultural industry has been vital for a long time.By analyzing the successful experience and shortcomings of Chenjiagou Taijiquan’s promotion abroad,this paper provides reference suggestions for Chenjiagou Taijiquan to better explore its intrinsic value and economic value in the future.This article uses the literature method,Expert interview method,field investigation method,logic analysis method and PEST analysis method and other research methods to study the promotion of Chenjiagou Taijiquan abroad.The research found that there are some problems in the promotion of Chenjiagou Taijiquan abroad.First,the operation mechanism of Taijiquan is not smooth;second,the development financing of Taiji industry is not smooth;the business promotion model is outdated;third,to Chenjiagou Taijiquan’s cognitive exploration is limited;fourth,there are insufficient talent resources for Taijiquan,and the resources for boxers are weak;fifth,the lack of technical means to promote Chenjiagou Taijiquan;sixth,the incomplete evaluation standard system.In order to enable Chenjiagou Taijiquan to have better promotion abroad,some relevant suggestions are put forward for these issues.First,give full play to government functions,strengthen overall planning and orderly guidance;second,clarify development indicators and build a systematic international promotion system;third,integrate independent family businesses to form an overall coordinated development industry;fourth,avoid marketing Myopia,broaden the diversified promotion channels;Fifth,change the single marketing model and develop the diversified promotion model;Sixth,strengthen talent training;seventh,innovate Taijiquan training strategies to raise social expectations;eighth,develop Chenjiagou Taiji Boxing network platform.