《武林风》栏目的运营及发展趋势.pdf

摘要
《武林风》是河南电视台以武术文化传播为主要内容的栏目。它自 2004 年 1
月 3 日在河南电视台卫星频道正式开播以来，已历时三载,栏目收视排名已快速跃
居河南卫视前二名。《武林风》栏目以“传播民族文化，弘扬中华武术”为宗旨，
本着“人无我有，人有我特，人特我新”的理念进行经营，充分利用地区资源优
势。栏目板块内容皆以搏击比赛为主线，融入一定的时尚与娱乐因素，目前已成
为中国传统文化与现代大众文化元素成功结合的良好范例。为了乘胜前进，进一
步提高与完善节目质量，《武林风》一直在坚持不断创新，对节目进行多次改版，
提高包装和宣传水平等等，以此来满足观众不断变化和多样的欣赏需求。栏目开
播三年以来引起了大的社会反响，对中华武术的继承、发展、推广起到了不可低
估的作用，也给电视台带来一定的经济效应，并带动武术产业的发展。
当然，从《武林风》自身来说，它目前尚处于一种尝试性的探索阶段，栏目
运作模式尚未成熟。因此，对《武林风》栏目进行一些研究势在必行，笔者在此
文中运用文献资料法、实地观察法、专家访谈法、数理统计法等研究方法，回顾
了《武林风》栏目的发展历程、对其运营策略和所带来的价值意义进行解析、探
究栏目制作中所面临的疑难问题以及对栏目的发展走向也做了一些预测，并提出
了几点建议等。
笔者认为，这不仅有助于加深人们对《武林风》和中华武术的了解，而且对
《武林风》的可持续发展也具有一定的理论参考价值，同时也为其他电视台制作
类似的武术栏目提供一些可供借鉴的经验。


关键词：《武林风》；运营；发展
ABSTRACT
Wu Lin Feng，which aims at disseminating martial arts culture， is one of the
essential programs of He Nan television station. Since it formally opened in the
satellite channel of the He Nan television station on January 3, 2004, the audience
rating for this program has already jumped quickly to the second highest rank among
the programs of the He Nan television station. Wu Lin Feng makes a good use of the
resources advantage in the region, which takes “disseminating national culture and
expanding Chinese martial arts" as an aim and the manegement principle is “the thing I
have when others don’t; the thing others have I will make it special; the thing others
make it special I will create new”. The essence of this program is: taking fighting a
shot game as a main line, integrating certain vogue and amusement factors and forming
a good example in successfully combining Chinese traditional culture with modern
culture. In order to improve the quality of this program and satisfy the audience’s
diverse need, this program insists on continuous innovation on the aspect of
diversifying and advertising. It not only takes a great effect on inheritting, developing
and expanding Chinese martial arts, but also br