Key words: competitive dragon dance; Business; exploit
1. Introduction
Since 1995, the International Dragon and Lion Association was formally registered in Hong Kong, the dragon dance has attracted its unique charm.
The favor of people all over the world. Every year, there are dozens of international and domestic large-scale competitions, with more and more teams and audiences.
It is even busier. With the economic development and social progress in China, the Dragon and Lion Movement has gradually gained the attention of the Party and the country.
The development is extremely rapid, from the disorderly era of traditional folk activities to modernization, organization and internationalization. Dan dance
The commercial development of the Dragon Movement has always been in a backward position, with insufficient socialization and poor commercial value. eye
Previously, a large part of the dragon dance team in China was supported by relevant departments. According to the survey, the dragon dance in China is moving towards commercialization.
At the beginning of the road, the demand and supply of the market have been in great contradiction and tend to be sharp, and the situation in different places is not the same.
There are not many industrial organizations abroad that provide this intangible product. In academic circles, the research on the commercialization of competitive dragon dance
There are only a handful.
2. Research objects and methods
2. 1 research object
Taking Hunan Normal University and Jimei University Dragon Dance Team as the research objects, Hunan Normal University dances in the mainland.
Dragon sports is in the forefront of the country, and the commercial operation of the subordinate Aodu Dragon and Lion Club is a more successful example. And Jimei University.
Dragon Dance is located in the coastal-Xiamen Special Economic Zone, and it is warmly sought after in the local area, mostly in the form of commercial performances.
2.2 Research methods
2.2. 1 literature method
Consult the teaching materials of dragon dance in recent years and the related works and materials of dragon dance authority, and put forward the arguments of this study. At the same time,
Collect, sort out and summarize persuasive arguments.
Observation method
Observe the videos of influential dragon dance competitions and large-scale performances to understand the uniqueness and characteristics of performances and competitions.
2.2.3 Expert interview method
Collect and sort out valuable opinions and materials by telephone, e-mail and visiting experts and scholars at home and abroad. -2-
2.2.4 logical analysis method
After sorting out and counting the data results of this topic, the actual situation, existing problems and development are analyzed by logical analysis.
Analyze its development prospect and trend, and put forward scientific and guiding countermeasures. Combined with the development of dragon dance at present
Laws and trends, make an objective logical analysis, and provide some reference opinions.
3. Results and analysis
According to the competition rules of competitive dragon dance, the length of the dragon is 18 meters, with nine dragons as the standard; The team consists of Dragon Ball 1.
Man 9 Dragon Dance 3 Drummer *** 14, and the faucet is allowed to be changed to 1. Drummers generally use
Music instead, which is more convenient. The dragon dance venue is a square plane venue with a side length of 20 meters. Dragon dancers March forward.
State to complete the "dragon" swimming, ups and downs, rolling, crossing and other actions, using various postures of the human body to carry out strength, amplitude, speed,
Endurance and so on. Combined with dragon dancing skills, beautiful dragon sculptures, patterns and characters are combined to express the spirit of the dragon.
Rhyme shows the spirit of the Chinese nation, symbolized by dragon [1]. In recent years, the rules of competitive dragon dance have gradually changed.
The pace is perfect, the management is orderly, and the competition forms are colorful. At present, the main events at home and abroad are: National Dragon and Lion Dance Invitational Tournament.
Competition, international dragon and lion invitational tournament, world Chinese dragon and lion grand prix, national dragon and lion championship, international dragon and lion championship,
International Dragon and Lion Competition, National Traditional Dragon and Lion Grand Prix, etc. Every year, there are various competitions with large scale and many teams.
It presents an excellent development trend [2].
3. 1 the economic source of the dragon dance team
According to the identity of investors and team members, dragon dance can be divided into: folk dragon dance team, school dragon dance team, enterprise dragon dance team and army dragon dance team.
People's Dragon Dance Team, Professional Dragon Dance Team. Their income is mostly low, and general economic support comes from unit investment, business activities,
Bonus. For example, the appearance fee for attending festival celebrations is generally around 4000 yuan; Competition bonuses are generally below 1 10,000 yuan;
In addition, participating in other business activities can also bring them economic returns. According to the participation of the Dragon Dance Team of Hunan Normal University Sports Institute
Judging from Canadian competitions, the commercialization of competition activities is as follows: tickets are generally sold by 50 yuan/Zhang, and competitions are generally named.
Most dragon teams have their own title dealers, the number is about 3,000, which can reach 85% of the estimated total. According to the field investigation,
Advertising, television broadcasting, identification rights, souvenirs and intangible assets have not been effectively developed.
3.2 The audience is relatively large and the market development space is large.
Dragon dance competition has the value of public appreciation and a huge consumer group. China society has always been based on agriculture,
With the changes of solar terms and agricultural life, various festivals or ceremonies to meet the gods came into being. In these festivals, people pursue life.
Living a peaceful and auspicious life evolved from exorcising ghosts and entertaining gods with gods or auspicious animals, which gradually became the meaning of entertaining people. Secondly,
The 15th day of the first month is the traditional Lantern Festival in China. It originated in the Han Dynasty more than two thousand years ago. In ancient times, people called it the Lantern Festival.
Lantern Festival, Shangyuan, Lantern Festival or Lantern Festival. After entering the Tang Dynasty, it began to become a folk custom and has been regarded as a major festival for thousands of years.
On the 20th, playing with lanterns, making lanterns and enjoying lanterns gradually became popular. With the Lantern Festival night market, people have carried out a series of entertainment activities.
Cooking fires, playing dragon lanterns, playing with lions, rowing dragon boats, walking on stilts, dancing yangko and solve riddles on the lanterns. When the lights are bright at night and everything shines,
People go to the streets to enjoy the moon, play juggling games, have fun and have a lively Lantern Festival. With such an atmosphere, the dragon and lion performance market
The prospect is huge. According to the data collected by relevant scholars, more than 70% of the respondents believe that the dragon and lion sports market has great potential.
Big [3]. In addition, China's dragon and lion dances have always been a symbol of national spirit overseas, using "dragon" and "lion".
Animals reflect the education and edification of the excellent traditional culture of the Chinese nation on overseas Chinese, and make them unite as one.
Virtue and virtue make unremitting efforts for the overall interests of the nation, which greatly promotes the commercialization of dragon dance.
3.3 Follow-up of Scientific Research on Competitive Dragon Dance
In recent years, under the attention and leadership of the State Sports General Administration, the development of international dragon and lion sports has shown a gratifying momentum: -3-
International exchanges are increasing, and various exchange activities are increasing. In 2006, the first national dragon and lion paper was successfully held in Changsha.
The report will play a guiding role in the development, teaching and training of dragon and lion sports. In addition, in recent years, dragons and lions
International academic conferences are increasing year by year, and international competitions and performances are spread all over the world. These activities and contacts not only
Spread China traditional culture, exchange dragon and lion sports skills, improve the technical level, and more importantly, the ancient dragon.
As a friendly messenger, the lion movement has made contributions to enhancing the friendship between people of all countries [4].
4 Factors affecting the commercialization of competitive dragon dance
4. 1 Dragon Dance Commercial Market lacks knowledge and its structure is unreasonable.
A management team with comprehensive ability and quality, who knows both dragon dancing and market, and has personality charm; Lack of market business
Practical experience and skills of operating sales team. In addition, the immature behavior of dragon dance producers and consumers is still
Will be restricted by the social development environment for a long time; The backward management mode and insufficient market development also restrict its current development speed.
The main reason. Mainly manifested in: positioning the main goal on sponsorship; Insufficient media attention; Ignore the charges to consumers.
Distraction; Lack of comprehensive and interactive development thinking [5].
4.2 Weak foundation and no commercial scale.
In recent years, the dragon dance has gained unprecedented prosperity and is deeply loved by people all over the world, which is a great contribution to the national fitness and spiritual development in China.
The construction of the Ming Dynasty contributed a lot, but the commercial development of dragon dance has been in a state of unplanned, unorganized, discrete and disorderly.
In the development state, only a few units are engaged in the commercial development related to dragon dance, and its scale is extremely limited. dragon dance
The commercialization of sports has been in a backward position, and its commercial value has not been well developed.
4.3 Socialization, publicity and equipment are lagging behind.
There are high-level national and international competitions in dragon dance, but the promotion of technology is far from enough, and people are interested in dragon dance.
Lack of understanding, understanding is limited to one-sided single action, or simply regard it as a symbol, without deeper level.
As far as theory and practice are concerned, theory is weaker than practice, without considering the cultural characteristics, artistic beauty and entertainment of dragon dance.
Music is integrated with values such as fitness and national education. In addition, when the production units and local units of dragon dance equipment set up dragon dance teams,
The investment is relatively insufficient, and some places are limited to pasting sports equipment with simple straw or paper. These are not conducive to dragon dancing.
The improvement of dynamic technical level. There are few books about dragon dance in China, only a few books about dragon dance performance.
Books and competition books can't meet people's requirements and needs [6]. All these have seriously hindered the development of dragon dance.
5 Commercial development of competitive dragon dance
5. 1 Gradually increase the participation scale of dragon dance.
At present, the domestic dragon dance competition is very popular, but the scale of the competition is small, there are not many players and provinces and cities, and
It shows an unbalanced development trend, even a trend of two-level differentiation. In addition, many fields are still blank in this respect, so there are
It is necessary to popularize the dragon dance in China, let more teams participate and bring more classics.
Economic income. In addition, it is necessary to strengthen the alliance and improve the quality of dragon dance in China; Finally, while implementing the national fitness program,
Develop dragon dance in an all-round and orderly way with the behavior of the government. To make urban development and rural development, from each
Popularize dragon dance from all directions and angles. In this way, the dragon dance became popular and the number of people increased, which is also a kind of dragon dance.
The marketization and popularization of sports laid the foundation [7].
5.2 Take the school as a breakthrough to spread and develop the dragon dance.
The school has a huge sports group and a venue suitable for all kinds of sports, which is a very good place to develop dragon dance.
A promising market. At present, more than 100 colleges and universities in China have carried out dragon dance, established dragon dance teams and college students' dragon and lion sports.
Lenovo. Dragon dance can not only exercise students' body and mind, but also cultivate national pride.
Strengthen the concept of cherishing and inheriting national cultural heritage, and at the same time improve their own physique and quality in all aspects. There are many at present.
Establishing cooperative partners with foreign universities and using schools to promote dragon dance can not only achieve the popularity of dragon dance in China.
Purpose, but also to better promote the internationalization and development of dragon dance. Students need to spend and have fun, while middle school students.
China traditional sports with China national characteristics can also meet their needs for fitness and entertainment, thus being expanded.
Dragon dance market [8].
5.3 Establish specialized agencies.
Establish a professional dragon dance alliance, separate management from operation, and let small, scattered and isolated dragon dance teams and related enterprises work together.
For the alliance objects, form a unified alliance group and optimize the combination. Make the alliance object in systematic, standardized and scientific management.
Management, unified management, enhance the competitiveness of enterprises, provide dragon dance services to the society in an all-round way, and meet the needs of society for dance.
The culture of dragon sports and the demand for related products. On the basis of group management, the Dragon Dance Club was established to carry out sports activities for athletes.
Registration, signing, paid competitions and performances; Commercially run dragon dance competitions to gain economic benefits.
On this basis, improve the competitive level of dragon dance. It is necessary to decentralize the excessively centralized power of the government, but also to decentralize vertically, so as to achieve a clear hierarchy.
Two-level management, horizontal decentralization to achieve socialized management. The government has set up a dragon dance management organization, which is responsible for the macro management of dragon dance.
Management, dragon dance overall goal and policy formulation, policy regulation, financial support and other functions. Professional alliances assume micro-management positions.
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5.4 Strengthen market concepts and awareness
Market concept and consciousness are very important to realize the commercialization of dragon dance. First of all, the commercialization of dragon dance is in the sports market.
On the field, the resources of dragon dance must be configured based on the market demand; Secondly, it should be carefully studied, according to different
Develop the corresponding products of dragon dance commercialization in this area; Third, it is necessary to clearly establish the pair of promoters, spectators and service providers of dragon dance.
Organizations and individuals who buy dragon dancing goods, such as elephants, are all God's ideas. For example, in terms of sponsors, we can strengthen
The cooperation of large and medium-sized enterprises can enhance the cultural atmosphere of enterprises, and some large enterprises can buy naming rights, advertising rights,
Proprietary marks and other intangible assets. You can also create your own dragon dance team. By participating in performances of various activities, we can make use of festivals.
Tour performances and participate in provincial, national and international dragon dance competitions to enhance the visibility of this enterprise in the region.
Expand the influence in the country and so on; Fourth, actively explore the laws and characteristics of the commercialization of dragon dance. In a word, dragon dance.
Commercial development must have the basic concepts of professional planning, professional design, professional operation, professional promotion and professional service, among which
Only in this way can the commercialization of dragon dance develop in by going up one flight of stairs.
5.5 Accelerate the cultivation of commercialized dragon dancing talents.
With the rise of China's sports industry, there is a serious shortage of dragon dance management talents, which seriously restricts the development of dragon dance.
The development of dragon career. Therefore, it is very important to cultivate modern sports management ability and master the basic knowledge of national traditional sports.
Talents with knowledge and skills are the top priority. Dragon dance should be included in the national school education, and dragon dance teaching courses should be set up.
The research talent center selects and trains professionals for dragon dance organizations, institutions and dragon dance clubs at home and abroad; Cultivate a high level,
High-quality international dragon dance referee team; Develop dragon dance talent intermediary industry and form an online talent market; Speed up the dragon dance
Education bachelor's degree, master's degree and doctor's degree training, adjust and reform the curriculum of dragon dance specialty, and add economics, law, planning,
Marketing, public relations and other courses to strengthen the management and entrepreneurial ability of students majoring in dragon dance; In comprehensive universities and sports colleges
The school offers sports economy, sports tourism major or professional direction, based on sports and business administration courses, and trains students to learn from
Specialized talents in sports industry management can fundamentally solve the problem of talent shortage. -5-
5.6 Perfecting the competition system and improving the technical level is the strategic focus of competition development.
Promote the development of the competition market by improving the competition level, and make full use of the market rules to promote the diversification of the dragon dance competition.
Sampling and socialization of capital sources. Only by facing the market and relying on social forces can sports competitions have unlimited vitality and vitality.
Vitality, in order to have the ability of sustainable development under the conditions of market economy. Commercial packaging in dragon dance competition must be established and strengthened.
All competition laws and regulations regulate the market according to law to ensure fair and just competition. This can mobilize the broad masses to actively participate,
It is conducive to promoting the vigorous development of dragon dance. "Competition is the lever of sports development, and it can be mobilized with this lever.
The enthusiasm of all aspects, promote the development of sports "[9]. Dragon dance competition is the soil for the survival and development of dragon dance.
It is also a yardstick to test the level of competition. When holding a dragon dance competition, the forms of the dragon dance competition should be diversified to improve the appreciation of the competition.
Make love. We can expand the regular competition of technical evaluation to quantitative competition, so as to make the competitive dragon dance competitive.
Competition activities and social activities develop harmoniously. By improving the level of competition and making full use of market rules, the development of competition market will be promoted.
Promote the diversification of dragon dance competition forms and the socialization of funding sources [10]. Only facing the market, relying on social forces, transport
Sports competition will have unlimited vitality and the ability of sustainable development under the condition of market economy. Yes, dragon dance.
Commercially package competition, establish and improve competition laws and regulations, standardize the market according to law, and ensure fair and just competition. In this way,
It can greatly mobilize the active participation of the broad masses and is conducive to promoting the vigorous development of dragon dance. At the same time, we did a good job.
At the same time, do a good job in various publicity work and improve its market-oriented operation system.
5.7 Strengthen cooperation with the media
Strengthening cooperation with the media is the most effective way to expand the influence of dragon dance market at this stage. We can publicize some activities and events of the Dragon Dance Team through the Internet, TV and newspapers, leaving a deep impression on people. This will greatly accelerate the pace of commercialization. Operators can mainly benefit from two aspects, one is the sale of TV broadcasting rights, and the other is its role in spreading and expanding influence. Information system can continuously provide all kinds of information, intelligence and data in dragon dance business activities, and feedback and communicate all aspects of dragon dance business activities through further reception, transmission and processing.
6. Conclusion
Competitive dragon dance is developed on the basis of traditional dragon dance in China, and it is a sports event with national characteristics in China. The development in recent ten years also shows that the Dragon Dance has great cultural charm and strong market development value in China. Of course, things must always develop in a good direction, otherwise the market and power will be lost. Only with the rapid development of sports in today's world can the dragon dance continue to grow and be invincible in the market. The development of dragon dance lies in the market, and its growth also lies in the market, so the management and development of dragon dance should also fully tap its market potential.