The Communication Strategy Study Of Chinese Traditional Health-preserving Sport Based On The Background Of Internet+—Take Heaith

Chinese traditional health-preserving sport is an important component of traditional Chinese sports as well as a precious cultural resource.The spread of Chinese traditional health-preserving sport is not only the requirement of its own heritage and development,but also the useful supplement of the National Fitness Program.What's more,it could boost domestic demand to some extent and enrich the spiritual and cultural life of our citizens.Currently,the sports industry of our country is coming to a golden era of fast development,and a new time of innovative and informative,which is represented by the internet+,is also beginning quietly.In this background,it is urgent to reform and upgrade the communication strategies of Chinese traditional health-preserving.The article tries to dabble in the blank of internet+ communication of Chinese traditional sports and explore the new way to do the modern communication for Chinese traditional health-preserving sport,providing some suggestions to optimize the spread effect,so that the communication process of Chinese traditional health-preserving sport could serve the needs of our time better,what's more,may lend lesson for the communication of Chinese traditional sports during the transition period.With the background of internet+,adopting material analysis method as well as a questionnaire survey and the interviews,this paper researching the learners' basic information as well as their practice situation,investigating the transmission channels,and analyzing the audience cognition and the internet use behaviors of them,based on a sample of the current situation of transmission and the further communication strategy of Chinese Health Qigong,studies the internet+ communication strategy of Chinese traditional health-preserving sport.By surveying the current audience and analyzing the present situation of the spread of Chinese traditional health-preserving sport,this paper draws conclusions as below: 1.the loyal audience of Chinese traditional health-preserving sport is mainly composed of the elderly;the main methods of transmission of Chinese traditional health-preserving sport are the social sports site and the school;the main attractive poles of Chinese traditional health-preserving sport are the health-preserving function and the culture connotation.2.recently there are still some problems existing in the communication of Chinese traditional health-preserving sports: the age structure of current audience lacks the ability of sustainable development;There is a deviation existing in the audiences' cognition of Chinese traditional health-preserving sport;the communication channels of Chinese traditional health-preserving sport are lack of variety;There is seldom effective communication for the culture of Chinese traditional health-preserving sport.3.based on the problems showed above,this article combined the characteristics of Chinese traditional health-preserving sport with the transmission mechanism of internet+ media,and on this basis,some strategies are proposed as follow: distinguish different audiences and find a specifically target for the communication work;use the cultural charm to build a unique brand;highlight the differentiation of the sport;make the differentiation as the core competence to sustain the future value creation.4.according to the operation function of different kinds of media platforms,this study builds an O2O communication channel for Chinese traditional health-preserving sport in three directions: online communication,offline communication and the communication which is a combination of online and offline.