DOI: 10.66106/tiyua5.20250104 ISSN: 3105-7608

体育产业高质量发展视域下跆拳道赛事 IP 打造与市场化运营策略（From the perspective of high-quality development of the sports industry, the IP creation and market-oriented operation strategy of Taekwondo events）

鲍赞同 Zantong Bao, An Min Joo An Min Joo
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Abstract：Under the national strategic guidance of high-quality development of the sports industry, creating sports event IPs with core competitiveness and promoting market-oriented operations are key paths to activate new driving forces in the sports industry. Taekwondo, as a combat sport with high popularity in China, has a strong mass base and industrial development potential. However, its current event IP has problems such as insufficient recognition, single operation mode, and insufficient commercial value exploration. This article takes the high-quality development of the sports industry as the research perspective, and uses research methods such as literature review, logical analysis, and case analysis to define the core connotation and value dimensions of Taekwondo event IP. It analyzes the current situation and problems of Taekwondo event IP creation and market-oriented operation in China, and proposes targeted event IP creation paths and market-oriented operation strategies based on the inherent requirements of high-quality development of the sports industry. It provides theoretical references and practical lessons for promoting the industrialization and scale development of Taekwondo projects and assisting the high-quality development of the sports industry.

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