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冷门项目如何才能热起来

2017-09-07 09:52:12   中国青年网

□杨明静

在本届全运会上,柔道、皮划艇等以往关注度相对偏低的冷门项目赛事,收获了不错的关注度,让人备感欣慰。

作为中国体育事业发展的龙头,多年来,全运会积极助推一些冷门项目的推广普及。本届全运会就增设了攀岩、轮滑、国际跳棋、柔力球、笼式足球等十几个相对冷门的群众比赛项目,既丰富了全运会的内容,又提升了这些项目的关注度。此外,本届全运会在轮滑冰球等多个竞技项目比赛中开设惠民专场,群众组比赛更是免费发放门票,吸引群众前来观赛,也起到了项目推广的作用。

明星的号召力,在一定程度上改变着冷门项目比赛“门前冷落车马稀”的情形。在全运会场地自行车赛场,不少观众是冲着奥运会冠军钟天使而来;击剑赛场上,仲满、雷声等明星也是一些观众关注的热点。或许很多人对这些项目的比赛规则、战术玄机还不甚了了,但只要吸引他们关注了、感兴趣了,就等于培养了一批潜在的爱好者。其中的一些人,没准能成为超级发烧友呢。

让冷门项目热起来,仅靠四年一届的全运会显然是不够的。事实上,不少冷门项目之所以一直“养在深闺少人识”,除了东西方体育文化的差异,与项目自身推广意识不强、“营销”力度不够、推广办法不多不无关系。虽然借助全运会这个大众关注度较高的平台,一些冷门项目迈出了接地气、聚人气的喜人步伐,但要真正由冷变热,恐怕还要在推广常态化上多下功夫,至少应该与群众“混个脸熟”。

此外,冷门项目要彻底改变“高冷”形象、扩大群众基础,还需要培养造就形象健康阳光的推广“大使”,瞄准目标人群,多采用群众喜闻乐见的推广方式。事实上,近年来,有一些冷门项目已在这方面做出了有益尝试,如让明星运动员走进校园宣传,或包装策划时尚感强的宣传推广活动吸引社会关注等,收到了较好的效果。

项目的冷与热、小众与大众,并没有绝对的界限。只要结合群众日益多元、时尚的健身需求创新举措,不断拓展自身影响力和关注度,吸引越来越多的人喜爱并参与,就一定会越来越热,越来越强。

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