综合格斗运动MMA营销传播策略与发展前景

运用文献资料和逻辑分析等方法对综合格斗运动MMA营销传播策略进行了研究,研究结果:综合格斗 运动有着悠久的历史，我国武术家李小龙成为现代MMA运动的发起人，MMA比赛已逐步成为世界搏击类比赛 的重要发展方向。综合格斗运动的组织者运用现代体育运动理念，对综合格斗运动进行了现代化、标准化 以及人性化的改造，建立了适合UFC发展的科学规则体系，为现代体育搏击史带来了一场安全性与观赏性 的革命。我国作为世界武术大国，尽管目前UFC运动还处于萌芽起步阶段，但综合格斗运动在我国有着非 常光明的发展前景。

Marketing Communication Strategy and Development Prospect of Mixed Martial Arts

This article researches the marketing communication strategy of Mixed Martial Arts through literature review and logical analysis, etc. The results show as follow. Mixed martial arts has a long history. Chinese martial artist Bruce Lee was the initiator of modern MMA, and the competition of MMA has gradually become the important direction of the world''s fighting game. By using the modern concept of sports, the organizers of this movement make a reform of modernization, standardization and humanization on MMA, establish the scientific system of rules to fit the development of the Ultimate Fighting Championship, bring a revolution in the security and the spectator for the modern sports history of martial arts. China is the martial arts power of the world. Although its UFC movement is still in an early stage at present, the MMA has a very bright prospect of development in china.