中学生桥牌项目社会营销推广策略的分析-analysis of social marketing promotion strategy of bridge project for middle school students.docxVIP

南京体育学院硕士学位论文 南京体育学院硕士学位论文 I I 摘 要 桥牌对于学生和全民素质的全面培养和提高具有不可替代的重 要意义，将桥牌引入中学体育课堂，既是对传统体育教育的一次大胆 改革与挑战，还能更好的普及和推广桥牌这项运动。但是，从桥牌在 我国校园中的的推广现状来看，还仅仅是以选修课的形式在为数不多 的几所高校中开展，在中学中开展桥牌课程教学与运动的可谓是凤毛 麟角。因此，研究如何使桥牌运动与中学的体育工作有机结合，实现 桥牌在各级中等学校中的广泛开展，如何尽最大可能使更多的中学生 享受到桥牌所能够带来的健康、智慧与快乐，制定一系列切合实际、 有效、好用的推广策略也正是本课题的意义所在。 本课题充分运用了文献资料法、调查法以及个案研究法等常见的 研究方法，首先从介绍桥牌的发展简史为切入口，对桥牌运动在我国 的发展历程、在我国国民教育序列中的发展现状进行了阐述，并基于 社会营销学知识，重点结合个案研究了桥牌在我国中学中的推广策 略，对中学校园的桥牌推广策略进行了研究。 纵观国内，研究桥牌在高校的推广策略的论文居多，而研究在我 国中学推广桥牌的策略的文章，几乎没有，因此，本论文的研究和课 题的提出，将为桥牌在我国中学的推广和发展、学生综合素质的全面 提高、教育决策部门制定合理的教育政策提供一定的参考价值。 关键词：桥牌；推广策略；中学；桥牌运动；体育教学；素质教育 Abstract The bridge has an important significance for the irreplaceable and improves student’s comprehensive training and the quality of the bridge, into the middle school physical education class, a bold reform and challenges both the traditional physical education, popularization of better and promotes the sport of bridge. However, from the bridge in our country in view of the present situation of campus, is only in the elective course in the form of development is one of the few universities, teaching and curriculum in the middle of the bridge is very rare. Therefore, research on how to make the sports work organically bridge and middle school, realize the bridge carried out extensively in the middle schools at all levels, to make the greatest possible to make more students enjoy bridge can bring health and happiness, wisdom, a series of practical, effective, easy to use promotion strategy is the significance of this thesis. This paper makes full use of the common method of study literature method, survey method and case study method, firstly from the development history of the bridge as the entrance, on the bridge movement in the course of development, Chinas current situation of the development of education in our country in the sequence is discussed, and based on the knowledge of modern marketing, key combined with case II III III Studies of the