体育产业高质量发展视域下跆拳道赛事 IP 打造与市场化运营策略
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鲍赞同，An Min Joo
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韩国全罗南道罗州市大湖洞建材路东新大学，韩国全罗南道罗州市，58242
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摘要：在体育产业高质量发展的国家战略导向下，打造具有核心竞争力的体育赛事IP、推进市场化运营是激活体育产业新动能的关键路径。跆拳道作为我国普及度较高的格斗类体育项目，拥有深厚的群众基础和产业发展潜力，但当前其赛事IP存在辨识度不足、运营模式单一、商业价值挖掘不充分等问题。本文以体育产业高质量发展为研究视域，运用文献资料法、逻辑分析法、案例分析法等研究方法，界定跆拳道赛事IP的核心内涵与价值维度，剖析当前我国跆拳道赛事IP打造与市场化运营的现状及存在的问题，结合体育产业高质量发展的内在要求，提出针对性的赛事IP打造路径与市场化运营策略，为推动跆拳道项目产业化、规模化发展，助力体育产业高质量发展提供理论参考与实践借鉴。
关健词：体育产业；高质量发展；跆拳道；赛事IP；市场化运营
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From the perspective of high-quality development of the sports industry, the IP creation and market-oriented operation strategy of Taekwondo events
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Zantong Bao,An Min Joo
Jianshe Road, Dahu-dong, Naju-si, Jeollanam-do, Dongshin University,；Republic of Korea 58242
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Abstract：Under the national strategic guidance of high-quality development of the sports industry, creating sports event IPs with core competitiveness and promoting market-oriented operations are key paths to activate new driving forces in the sports industry. Taekwondo, as a combat sport with high popularity in China, has a strong mass base and industrial development potential. However, its current event IP has problems such as insufficient recognition, single operation mode, and insufficient commercial value exploration. This article takes the high-quality development of the sports industry as the research perspective, and uses research methods such as literature review, logical analysis, and case analysis to define the core connotation and value dimensions of Taekwondo event IP. It analyzes the current situation and problems of Taekwondo event IP creation and market-oriented operation in China, and proposes targeted event IP creation paths and market-oriented operation strategies based on the inherent requirements of high-quality development of the sports industry. It provides theoretical references and practical lessons for promoting the industrialization and scale development of Taekwondo projects and assisting the high-quality development of the sports industry.
Keywords : sports industry; High quality development; Taekwondo; Event IP; market-oriented operation
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