| In recent years,the Party and the State have attached great importance to the construction of a strong cultural state,and have made the enhancement of the country’s cultural soft power an important goal for the basic realization of modernization.The State General Administration of Sports released the "14th Five-Year Plan for Sports Development" on October 25,2021,which sets "new progress in the construction of sports culture" as one of the main goals and clearly requires the "three major sports "sports projects as a breakthrough,to create a key sports cultural construction demonstration project." It can be seen that the construction of soccer culture has become an urgent task for the development of sports in China,and professional soccer tournaments are an important part of soccer culture.As the highest level professional soccer league in China,the CFA Super League is one of the most important parts of the Chinese soccer culture map,and the research on the development and promotion of its tournament culture is of great significance for the construction of soccer culture in China.At present,most of the related researches are focused on the study of club culture or fan culture,but there are relatively few researches on the development and promotion of the tournament culture of the Chinese Football Association Super League.Based on the cultural hierarchy theory,this study adopts a qualitative research method to conduct in-depth semi-structured interviews with the respondents on the current situation of the development and promotion of the Chinese Football Association Super League tournament culture,and process the interview data with the help of Nvivo12 Plus software to summarize and analyze the current situation of the development and promotion of the Chinese Football Association Super League tournament culture and its problems and propose optimization strategies.In the research process,the research methods of literature,interview method and mathematical analysis were mainly used to study the current situation,problems and optimization strategies of the development and promotion of the Chinese Football Association Super League tournament culture,aiming to contribute to the promotion of the development and promotion of the professional league tournament culture.The conclusions of the study are as follows:(1)The material culture of the CSL includes logo culture,costume culture,surrounding culture and stadium culture;the institutional culture of the CSL mainly includes the leadership system and management system;the spiritual culture of the CSL mainly includes the development philosophy,management philosophy and team spirit;the behavioral culture of the CSL mainly includes the behavior of tournament subjects and club operation behavior.(2)There are problems such as insufficient depth and slow development of material culture,delayed development of institutional culture,lack of spiritual culture,and behavioral culture to be guided in the development of CSL tournament culture.(3)The promotion methods and channels for promoting the culture of CSL matches are mainly through offline public welfare activities and online traditional media and new media,and the promotion has achieved certain effects but there are no clear statistics and quantitative indicators.(4)There are problems such as ambiguous promotion positioning,single promotion method and lack of audience feedback mechanism in promoting the culture of the Chinese Super League.(5)The elements involved in the development and promotion of Chinese Super League tournament culture are human resource elements,institutional elements,cultural resource elements and strategic elements.Among them,the human resource element includes managers,coaches,fans and players;the institutional element mainly includes government support and institutional regulation;the cultural resource element mainly includes regional culture,international experience exchange,public welfare activities and team history;the strategic element includes brand strategy,platform strategy and promotion strategy.Through the analysis of the current situation of the development and promotion of the Chinese Super League tournament culture,it is considered that the suggestions for the development and promotion of the Chinese Super League tournament culture are:(1)the development and promotion of the material culture of the Chinese Super League should increase the efforts to excavate the material culture of the league,accelerate the development of the physical products of the tournament idea and consolidate the foundation of the development and promotion of the material culture of the tournament;(2)the development and promotion of the institutional culture of the Chinese Super League should accelerate the change of the management mechanism and establish(2)The development and promotion of institutional culture of CSL should accelerate the change of management mechanism and establish a perfect operation mechanism.(3)The development and promotion of the spiritual culture of the Chinese Super League should be rooted in the excellent traditional culture of the nation and establish the league culture with Chinese characteristics;pay attention to the promotion of the spiritual culture of the tournament and promote the internalization of the spiritual culture of the tournament into the national consciousness.(4)The development of the behavior culture of the Chinese Super League should actively guide and regulate the behavior of relevant personnel and take the initiative to provide quality and comfortable tournament services.(5)The promotion of Chinese Super League tournament culture should find the right positioning and improve the efficiency of league tournament culture promotion;expand the promotion path and actively explore diversified promotion methods;improve the audience feedback mechanism and enhance the interactive experience of fans. |
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