Research On The Marketing Strategy Of Wushu

With the continuous development of China’s socio-economic, market economy hasbeen the leading force for social development. As an important carrier of the traditionalChinese culture, martial arts now facing both opportunities and challenges with theimpact of the market economy and Western sports’ development in China. In thiscontext, from a marketing perspective, the writer adopted different approach, such asempirical analysis and normative analysis, case studies, historical research and otherresearch methods to study the martial arts marketing strategies. The results showed that:(1) Martial Arts commercialization is the premise of the martial arts marketing. In amodern market economy environment, martial arts must be commercialized. Martialarts marketing can be implemented only if the martial arts itself as a commodityavailable for marketing.(2) The current development environment provides an excellent opportunity for themartial arts marketing. First of all, China’s population moving to the aging society, itprovided a broad space for the martial arts fitness market development. The second is,with the deepening of cultural globalization and Western cultural hegemony, culturalawareness has been emerged. The development of China’s modern society should alsobe supported by national culture. Such social and cultural environment provided martialarts marketing with comprehensive conditions, and also helped to promote thedevelopment of martial arts marketing. Last but not least, with the continuousdevelopment of China’s market economy, China has been quickly moved to the era ofconsumption society, this enables the martial art marketing possible.(3) In accordance with the marketing STP theory, martial arts market should besegmented, and target market strategies are adopted when appropriate positioning hasbeen done. At present, martial arts market segment, the choice of target market and thestrategy of market position are not enough. Also the competitiveness of martial artsculture brand has not formed yet. All of these are the key points of the martial artmarketing. Martial arts culture brand building has also become the top priority of themartial art marketing.(4) Achievements and shortcomings of the Shaolin martial arts have been analyzedbase on the brand marketing strategy. The main problems the Shaolin martial arts leisureproduct market is insufficiently developed, it hasn’t been considered as a leisure productin their daily life; the Shaolin martial arts education markets has also attracted theparticipation of a large number of young people, but most of them are in pooreducational background, the Shaolin martial arts fitness market development is notenough; Shaolin martial arts communication process focus too much on the performance skills rather than its fitness function; the Shaolin martial arts fashionmarketing is lack of the awareness of packaging.(5) We analyze the Jiaozuo Taiji marketing strategy according to the STP theory.There are still some shortcomings in Taijiquan marketing, mainly: First, in themarketing process, Taijiquan focus on its skill diffusion rather than its cultural heritage,this phenomenon is not conducive to the development of Taijiquan cultural productmarkets. Second, although the Jiaozuo City, as well as national authorities introduced aseries of policies to promote the development of Taijiquan education markets, theTaijiquan education markets have not formed their own educational brand, especiallynot attractive enough for the young people, it is not conducive to its development. Third,the degree of market development of Taijiquan cultural goods is not enough; Taijiculture brand image is not strong enough, which was affecting the further developmentof Taiji tourism market. Forth, Taijiquan is now loved by the people, but still can notform tai chi fashion consumer market. Fifth, there is little competitive cultural works inTaijiquan performing market.(6) According to the analysis of the this case and based on the marketing theory,martial arts market can be divided into the six parts,including market of martial artsculture, market of martial arts education, market of martial arts tourism, market ofmartial arts fitness, market of martial arts fashion and market of martial arts leisure. Itputs forward marketing strategies and path of specific implementation. It considers thatmartial art culture market should vigorously tap its cultural connotation and value,focuses on the shift from technology to culture.For martial art’s performance, it shouldbe injected more cultural elements. For the market of martial arts education, its positionshould focus on children and adolescents; martial arts should be unique educationalgoods at school, an education product that tailored for the majority of martial artsenthusiasts in their whole life. Martial arts, as a kind of entertainment in its Leisuremarket, should be integrated into people’s life. In the market of martial arts tourism, itshould assure its tourism value; the tourism industry should pay full attention to theexploitation and development of tourism commodities of local traditional martial arts;Tourism commodities of traditional martial arts should become the cultural brand inlocal tourism. In the market of martial arts fitness, it should think highly of exploitationof martial arts fitness value; but as a way to keep fitness, martial arts should be giventhe cultural and self identity. In the market of martial arts fashion commodities, it shouldpay more importance to the charm of "packaging", and concerns about current culturalconsumption market; it should also focus on the differentiated marketing strategy, at thesame time, the involvement and promotion of the martial arts idols are necessary.