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Cultural Soft Power of Non-materialistic Culture Heritage of Traditional Cuju

SUN Jian;ZHANG Hui;Department of Physical Education,Ludong University;Department of Soccer,Shenyang Sport University;  
This paper uses the methods of literature reviewand comparative analysis and takes traditional Cuju culture as the object. The results showthat as a kind of soft power,the cultural soft power of traditional Cuju mainly contains the power of cohesion,self-confidence,communication,coordinate,and the force of spread and appealing. The strategies of enhancing the cultural soft power of traditional Cuju mainly includes educational heritage strategy,innovation strategy,cultural communication strategy and industrializational strategy. The object of this article is to enhance the cultural soft power of traditional Cuju and serve the strategy of the national cultural soft power. It concludes that with the rapid development trend of football globalization in the world,as the ancestor of modern football,traditional Cuju must contain rich cultural soft power elements. It is meaningful to digging out its internal soft power not only for a respond to the call of the times but also for the promotion of the traditional culture in the newhistorical period.
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